Channels and Metrics

Choose one digital, social media channel and one traditional channel that you plan to use in your marketing campaign. For each channel, answer the following questions:

• Why is this channel an appropriate choice to promote your product or service?
• What type of data will you be able to collect related to your use of this channel in your campaign?
• Would PAR and BAR metrics be useful in assessing your return on investment for this channel? Why or why not?

Now consider the company’s own website, which is also a marketing channel. Answer the following questions about the company website:

• What type of content will be needed on your own website to support the launch of a new product or service?
• What type of data will you be able to collect related to your use of the company website in your campaign?
• Would PAR and BAR metrics be useful in assessing your return on investment for your company’s website? Why or why not?

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