David Clarke: The big shift over the last couple of years has been in favor of interactive. Even during the recession, more and more clients shifted their budgets toward interactive as it's measurable and more efficient compared to “above-the-line” and print. The last thing you want to do during a recession is to spend money on marketing activities where you can't measure the business impact and ultimately the ROI.
BtoB: Which interactive services are your clients most interested in now and why?
Clarke: More and more of our clients are requiring strategic advice that can improve the bottom line. We're often asked to solve fundamental business problems that are expressed in interactive work but many times are rooted deeper inside the organization. Our clients are asking us to help them solve these problems through a solid understanding of their revenue model, business and customer base. Over the last couple of years, we have increased our service delivery to accommodate new client needs around mobile, tablet devices and social platforms.
BtoB: How do you measure the effectiveness of online campaigns?
Clarke: Everything we do is measured through robust analytics. We look at both offline and online metrics to measure the effectiveness of a campaign throughout the sales funnel and customer life cycle. Traditional metrics such as CTRs, conversions, sales and brand engagement play a key part in our metrics mix. However, for online campaigns, social media has become a key factor that is redefining how we look at metrics. Metrics such as “likes,” “buzz,” “loyalty” and “virality” are all metrics that can't be ignored, and our focus with these is to truly look at their impact on our clients' marketing programs. Getting “beyond the like” is a big focus for 2011.