Seward Incorporated

Social media contains aspects of both permission-based advertising and viral advertising. While permission-based advertising can be quantified in terms of impressions, clicks, prospects acquired, and even sales made, the effect of viral advertising is more difficult to measure. How do you measure word-of-mouth? How do you measure increased exposure? How do you measure influence? How do you measure the “long tail” effect? This post offers articles, resources, and opinions aimed at answering those questions.

I’m often asked “What is the ROI of online advertising?”

First of all, online advertising is too broad in describing the many ways one can advertise online. There are different pricing models: cost-per-click, cost-per- impression, and flat rate pricing.

There are different targeting models. Keyword-targeted ads are aligned with keywords chosen by the advertiser and are [...]