While surfing on Soccernet, an advert caught my eye. The words "Our Army, The Decisive Force" flashed across the top of the webpage (Notice the black banner in the picture above). Not that I was any tempted to click on it, but a question popped in my head : Just how effective are these adverts?
Well, maybe it's the organisation in question here that is doing the marketing which is causing some uncertainty. But seriously, what's a ad meant for Singaporean males doing on an international Sports website?
No doubt, Soccernet could be one of the most popular website visited by the Singaporean males species for the latest on the world's favourite sports, but what is the ROI on the advert? I really wonder.
This instantly reminded me of a recent report by Fournaise Marketing, on the effectiveness of Global Marketing. It was found that almost 65% of B2C marketing spend has no effect on the consumers at all. According to Jerome Fontaine, CEO and Chief Tracker for the Fournaise Marketing Group "our report shows that 70% of Asian marketers are still not tracking the effectiveness of their spending at all,"
A further navigating on the Group's website led me to a discussion on the effectiveness of digital ads. Mr Fontaine certainly brought out the woes of digital ads over here. He seem to suggest that marketers have to keep a close eye on the figures that digital ads are generating.
Hmm, will tracking really solve the problem? I guess the more important issue here is to hit the ads at the places where consumers can relate to it most. Serve the Army on a soccer website? I don't think so.
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