How to… measure the impact of digital marketing

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Ralph Savage, director at RTS Media, writes: When launching a new product, convincing those holding the purse strings to commit funds for a marketing campaign is no easy task. Brows seem to become significantly more furrowed when digital marketing, pay-per-click and social media join the mix. But providing the need has been identified and you’re confident your product or scheme will sell, it’s essential to consider all the channels available – and measure their effectiveness with a fine-toothed

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