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Measuring Online ROI: Brands Turn to Video as Consumer Yardstick
Cut to video.
Even though brands and retailers have spent the past few years acquiring robust followings on the leading social media platforms — Facebook, Twitter, Pinterest, Instagram, YouTube and Tumblr — coupled with editorial content, blogs and e-commerce on their respective digital flagships, there is still no universal way to measure return on investment in the digital space.
But there is a way to obtain data on which platforms have begun to work in terms of fueling sales and driving traffic to e-commerce sites — and it’s all about video.