Despite a push for improved marketing metrics (and a simultaneous push for the implementation of traditional metrics), marketers are still using clicks as the primary measurement for branding campaigns, according to a new survey.
Forrester Research found that 35 percent of digital marketers use click-throughs to measure their branding efforts, according to a ClickZ report. The next closest metric, brand awareness, was used by only 13 percent of the 119 respondents.
The picture is slightly different for direct response marketing, where Forrester found direct and qualified leads carry far more importance than clicks.
