Best Practices of Measuring Advertising Effectiveness

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“Digital advertising has evolved from a direct response medium to a branding medium very quickly in the last few years. Industry experts suggest that effective measurement techniques should divide every activity into a separate role, as it relates to the customer journey,” – comScore.com

Colors, textures, patterns, images, animation, and videos represent the many aspects of everyday advertising. Electronic media and consumer devices are the platforms that carry marketing campaigns and advertising messages into human lives. We may state that advertising methods have evolved from print ads, radio jingles, billboards, and flyers into online domains characterised by social media, emails, video sharing platforms, and instant messaging platforms. That said, we note that one of the primary concerns of modern day marketers manifests itself in the pursuit of measuring advertising effectiveness. This poses a challenge because such measurement does not lend itself well to traditional paradigms. We intend to examine some of the techniques to achieve aforesaid measurement below.

The occurrence of increased sales remains one of the most effective tools of measuring advertising effectiveness. We note that such outcomes broadly indicate a successful sales and advertising campaign that achieved the desired objectives. Marketers can use various parameters such as date of campaign commencement, the duration of the campaign, the expenses that powered the campaign, the various customer touch points, and the generation of data during the campaign. Online and electronic dashboards can help to generate and assess aforesaid data streams. The outcomes of such activity enable brands and businesses to attain the objective of measuring advertising effectiveness.

The volumes of online traffic that attend a certain brand or product in the aftermath of an advertising campaign help marketers in their pursuit of measuring advertising effectiveness. For instance, a brand or business may elect to launch an online campaign in a bid to promote a new product line. A micro site and special social media handles can represent the customer interface of said campaign. The promotion may proceed via online and broadcast platforms. Subsequently, the volumes of online traffic may register growth as curious customers and other members of the public seek additional information on said product line. We note that this information, when captured by various online dashboards, can be analysed and help in measuring advertising effectiveness.

Social media engagement and higher brand awareness among consumers can indicate the outcome of an online advertising campaign. These are significant techniques because the modern consumer remains active on multiple social media platforms and is more brand aware than consumers of yesteryears. Modern consumers also represent assertive individuals that do not hesitate to engage with a brand on social media. These traits can be leveraged when marketers are working on projects that hinge on measuring advertising effectiveness. For instance, a high number of online interactions on a (commercial) social media handle indicates higher customer engagement. Similarly, elevated brand awareness is reflected when consumers seek branded products at both online and offline retail destinations. These phenomenon enable marketers to measure the effectiveness of various advertising campaigns.

Higher footfalls at brick-and-mortar retail destinations represent a means of measuring advertising effectiveness. This is significant because footfalls indicate customer interest in a brand or a product. For instance, a commercial operator may insert advertisements in various media to promote a sale exclusive to offline retail establishments. The efficacy of such a marketing technique can be measured in the customer response that follows the advertising campaign. Interested customers and prospective customers may respond by boosting the number of footfalls in said establishments, thereby testifying to the success of the advertisements. The spike in the numbers of footfalls can be quantified and assigned a percentage figure. This helps marketers and business strategists in measuring advertising effectiveness.

Consumers that undergo brand recall tests can form part of a concerted effort in measuring advertising effectiveness. This technique represents a vintage tactic in the fields of advertising and marketing. For instance, a set of consumers can help marketers by recalling their favourite television advertisements. The content of the advertisements, the sponsoring brands, and the slogans enclosed in these communications are the parameters of recall. We note that each consumer is a unique entity and therefore, the response to such tasks may be uneven. However, the overall level of response can help brand strategists to assess the effectiveness of their campaign creations. In addition, each consumer’s response can be evaluated in terms of enthusiasm and attitude. The outcomes of such tests help a brand or business to measure advertising effectiveness.

Leads, conversions, and other business outcomes can help brands and businesses to measure advertising effectiveness. We note that multiple streams of such information can help to generate a cogent picture of a marketing campaign. For instance, an online business enterprise can advertise a certain category of products on its online shopping app. The initial sales spurt on such products may indicate high success of said advertisement. However, parallel outcomes may indicate that discounted goods are registering decent market traction. This indicates that customers are inherently diverse creatures that may respond to a marketing campaign. However, a certain segment of consumers may prefer to shop at the discounted goods section, thereby indicating the diversity of customer choices and consumer preferences. Therefore, brands and businesses need to bear this information in mind when measuring advertising effectiveness.

Customer surveys represent a favoured means of measuring advertising effectiveness. We note that this technique applies to both online and offline audiences; the data generated by such techniques enables brands and businesses to sample unvarnished reactions from customers and consumers. For instance, online video viewing services are registering massive membership and viewership in modern times. These platforms have proliferated and are offering original content to online audiences. Therefore, marketers can create customer surveys (that query viewers about online ads) in the form of brief on-screen questionnaires for these audiences. The outcomes are captured and processed in a quest to sample viewer reactions. The numbers can help marketers in measuring advertising effectiveness.

Mobile audiences represent a huge marketing opportunity in modern times. Therefore, brands and businesses must work consistently to target mobile audiences. Consumer reactions to such campaigns can be gauged in terms of awareness, attitude, intent, and preferences. The streams of granular data that emerge from mobile advertising campaigns can be assessed for impact. In addition, brands and businesses are advised to operate multiple iterations of mobile-driven campaigns because each version can generate different information. The diversity of such data enables brands and businesses to arrive at accurate measurements of advertising effectiveness.

In the preceding paragraphs, we have examined some of the techniques that enable marketers to measure advertising effectiveness. We note that the field of media measurement is constantly evolving and posing new questions for brands and businesses. Therefore, commercial operators should refine their tactics and techniques in a bid to address emerging concerns. Further, marketers are advised to sample a huge diversity of audiences because this enables them to gain a deeper sense of market trends and consumer reactions. That said, we note that brands and businesses must invest in new technologies that expand the scope of measuring advertising effectiveness. The feedback from such ventures can help businesses to expand the scope of their marketing efforts, while enabling them to serve customers.

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