In this fast-paced, digital era, there is an enormous amount of emphasis and effort placed on numbers: How many likes do you have on Facebook? How about the number of followers on your Twitter? Number of visits on your website?
While the value placed on quantitative analytics is a justified means of measuring marketing success, it is not the only critical success factor. Equally important to the success of a digital media plan is the qualitative approach.
Before we delve into the meaning of a qualitative approach to digital media, it is important to understand one critical factor about the virtual beast we call The Internet. Continue reading