There was an interesting article on a survey carried out by the CIM on here last week. It talked about marketers making the assumption that offline advertising was the least successful in providing roi for a marketing budget. Offline advertising, certainly for larger brands is more about sending a message in awareness rather that actual lead generation. Marketers have to use direct marketing tools to support the atl efforts that have often done the initial brand preparation required to help the more incentivsed dm and digital marketing work get through.
With most brands using sophisticated web tracking tools to track internet leads, it would be interesting to find out what methods were used to track the retun on investment as a whole. That means tracking the telephone calls and using call recording to listen to each enquiry to get right inside what has generated the interest and lead to actual sales. Only then can the marketer come to a sound conclusion about which efforts have produced the right result.
