YellowDoorMedia: Bad marketing campaigns do more harm than no campaign at all, researchers say

Data from market researcher Dynamic Logic suggests that the poorest-performing online marketing campaigns can do more damage to a brand than no campaign at all.

Creative quality is the most important factor in determining the effectiveness of online marketing campaigns, according to the report, which was released last week. Amy Fayer, research manager of custom solutions for Dynamic Logic says that “[d]espite the fact that more advertising is moving online, we still see a shockingly large percentage of creative that falls short of its potential."

Dynamic Logic's researchers assert that the company has been able to promulgate several general rules about the effectiveness of digital content based on their extensive studies. They say that the best advertisements highlight the brand in all frames, and that each advertisement should be limited to, at most, two distinct messages.

Online advertising on the whole has performed better than most other media segments, according to experts. Daniel Gross, writing for Newsweek, asserts that print/digital hybrids have been some of the strongest performers, as newspapers move aggressively into the digital arena. ADNFCR-1844-ID-19434469-ADNFCR