Digital marketing is increasingly preferred over traditional marketing campaigns. Especially for B2C businesses, a strong online presence can provide a competitive edge and attract high volumes of traffic, therefore strengthening brand awareness.
A campaign is a group of ads organized by a common business objective and generally aims to capture a particular target segment. It is therefore important to measure campaign spend and effectiveness as opposed to tracking only ad spend because this gives a clear picture of overall brand awareness within a segment . The amount of money spent on digital advertisements within a campaign is known as the Digital Campaign Spend. Digital advertisements include display ads, social media, search engine ads, and email marketing.
On average, companies spend between 30% to more than 50% of their advertising budgets on digital marketing. This varies by industry, size of business, and target audience. The effectiveness of these campaigns, or the return on investment, is usually measured by impressions gained from the campaign. A higher number of impressions indicates a more successful digital marketing campaign.