I spend in the tens of thousands of dollar range on digital advertising every month. It’s very easy to measure ROI if your goal is to get someone to buy something on your website. If your goal is to promote a brand or get someone to take action in the real world (go to a store to make a purchase, for example), things get a bit more difficult. This has always been the case with all forms of advertising, however, and digital is still far easier to measure than traditional shotgun approaches like TV, radio, print, etc.

If a company is finding digital advertising to be inefficient then they should cut it, but it begs the question - what IS efficient for them? In my experience, the efficiency of digital simply can’t be touched.