Digital, in comparison to other media, has given us the opportunity to really look deep into our advertising. When compared with other media, where measurement is based on widely extrapolated data, digital can give a lot more accuracy. Every click, like, comment, share or second viewed is recorded and analysed to measure the effectiveness; however, I think that we have got lost in this and dismissed the core principle of advertising – delivering our brand message to our audience. “When a measure becomes a target, it ceases to be a good measure,” is referred to in economics as Goodhart’s Law. I believe this could not be truer than when referring to commonly used digital metrics.
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