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Targeted Marketing or Brand Awareness? Which Works Better Online?

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Online marketing has travelled a long way over the last decade and now supersedes traditional advertising media in the majority of channel categories. The online advertising world is not yet fully developed and will transform over time to include higher capabilities. A paper by Attia (2014), discusses how metrics will need to change to ensure the current click-through model is replaced by more holistic measurements. Successful campaigns have been built by adding brand image to the overall marketing plan. Is targeted marketing or brand management better? Click-Through is the most common method of online advertising but people have become sensitized to the marketing channel. The rate uses a simple formula like Clicks/Impressions X 100 =Click Through Rate (CTR). As more people click on an impression (showing of ad) the rate moves up and is considered effective.     When customers become desensitized to click-through ads, pop up banners, etc. they begin to ignore the display