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Does Reach Mean Anything? Or Is It Just A Vanity Metric?

The Drum is posing digital marketers an interesting question this week. Is reach a vanity metric that just shows a message was widespread? Does it actually mean anything unless it is couple with metrics that probe how well the message was received?

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1 comment about "Does Reach Mean Anything? Or Is It Just A Vanity Metric?".
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  1. Ed Papazian from Media Dynamics Inc, July 5, 2018 at 10:14 a.m.

    So reach is no good if most of the people "reached" pay no attention to your ad---or fail to act on it. Amazing insight! And reaching the wrong people---like "mass" reach as opposed to targeted reach---isn't a good idea. Any trainee at a traditional media agency knows that---I think.

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