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Though digital advertising is an integral part of the marketing media mix, brands face challenges to find the Return on Investment for digital ads. Lenovo faced a similar quandary. “With traditional advertising, there are established methods to assess attribution. But when it comes to digital, it is a huge challenge,” Amit Doshi, Chief Marketing Officer, India and South Asia, Lenovo, told BusinessLine.
To crack this, Lenovo partnered with Google to estimate the sales conversion rate of digital advertising. After 18 months of study, Lenovogot the answer: Google Search drives 25 per cent of all retail purchases.
As Doshi says: , “Since there is no single kind of consumer, and preferences are shifting, tracking the decision-making journey is important, as is providing an omni-channel experience and a media mix.”
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