Why it is important to measure brand communication effectiveness comprehensively
We use a range of metrics to measure brand communication effectiveness in the context of business objectives. The analysis of this indicator, like the market as a whole, is changing: new approaches and tools are emerging. Today, specialists focus on specific aspects of the activity that are important for achieving the objectives. The choice of an indicator depends on these factors. For example, the more publications, the greater the chances of conquering the information space. The analysis of mentions, in turn, helps to assess brand awareness.
Campaign planning features
When measuring effectiveness, it is necessary to select metrics that cover all important aspects of the activity. The development of a marketing or PR campaign should take into account its impact on business objectives. The focus is on the target audience’s interests. This will help you stay in touch with consumers and adapt your approach to their current needs. Key principles to measure effectiveness:
- The analysis is forward-looking. It should include not only an assessment of the results for a given period but also recommendations.
- It is important to pay special attention to the analysis of errors. This will help to prevent their recurrence.
- Audience research is the foundation of any marketing strategy.
- Analysing the audience that is not yet the target audience will show ways to attract new categories of consumers.
Experts often overemphasise the counting of brand mentions in the media and forget other important indicators. Experts believe that media presence should not be considered as the main factor in the success of a marketing campaign. The analysis should be comprehensive in order to see the real picture. It is important to remember that the reputation and effectiveness of brand communication depend on the following groups of market participants:
- the media;
- business customers;
- investors;
- company employees;
- society as a whole.
Approaches of successful companies
One of the key trends among large companies is the transformation of marketing strategies through PR. Many companies are focusing on implementing the principles of corporate social responsibility. CSR projects are harmoniously integrated into business processes and become part of the company’s mission. These include initiatives aimed at improving various aspects of people’s lives. One example is IKEA’s Shelter Charity project. The company aims to raise awareness of the lack of affordable housing in the UK.
Gousto takes a different approach by selling Britons boxes containing a range of fast food products. The project aims to highlight the importance of eating together as a family. The fact that Britons rarely eat dinner at home was the basis of the initiative.
The effectiveness of such strategies is evaluated through various metrics, including the number of searches for specific initiatives.
