‘Inside Macy’s efforts to better measure online branding ads’ – Internet Retailer
Zak Stambor says, “Macy’s is working with Facebook to figure out the metrics that help it gauge the effectiveness of its branding ads, like its holiday “Wish Writer” campaign.
Macy’s Inc. derives only 1.3% of its site traffic from social networks, according toInternet Retailer’s forthcoming Social Media 500 database. Even so, social media plays a crucial role in the multichannel retailers’ digital marketing mix, saysSerena Potter, the retailer’s group vice president, digital marketing strategy.
A large chunk of the retailer’s Facebook and Instagram ads are direct response ads. Those ads seek to drive an immediate action, such as a click to a product page or an app download. Macy’s can measure those ads in a number of ways, including by simply looking at the last click a consumer made to arrive at the retailer’s site“.
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