Reach, views, clicks, likes, shares, comments, influencer scores.<\/strong><\/p>\n

Is there anything we don\u2019t measure today to get to the bottom of what our investment in marketing delivers?<\/p>\n

It is no longer hard or expensive to measure the micro-outcomes of any marketing campaign.\u00a0 Be it for a specific launch or just as likely today, an \u2018Always-on\u2019 campaign to keep your brand visible to your butterfly consumer \u2013 you are already using ALL THE THINGS to see what is happening moment to moment and\u00a0are no doubt across the cost of every action you take.<\/p>\n

What is the value of all this data if you can\u2019t point to the fundamental shift in behaviour, you want your customer to exhibit?<\/strong><\/em><\/p>\n

Moving beyond raw reporting is essential.<\/b><\/p>\n

You need to point to the real impact you are having on your brand\u2019s bottom line.\u00a0 Here are
\nsome crucial intelligence points you must be across when working in rapidly evolving categories \u2013 and let\u2019s not kid ourselves, all FMCG categories are rapidly evolving today!<\/p>\n

Each of these\u00a0metrics will show you, without a doubt, your place in the brand sphere.\u00a0When tracked over time and against other brands in your category, another level\u00a0of insight becomes clear and the TRUE value of your investment is uncovered.<\/p>\n

\n
• Awareness<\/strong> – The number of consumers who are aware of not only your brand but those you need to keep an eye on. You can of course interpret this from other data points in your suite, but what could be better than a direct consumer response to a question like this?<\/li>\n
• Identification with brand values<\/strong>\u00a0\u2013 Do your\u00a0customers understand what you are hoping to communicate?\u00a0 Are you really\u00a0hitting your marks and resonating\u00a0how you\u2019d expected?<\/li>\n
• Sentiment<\/strong> \u2013 How positive or negative consumers feel about your brand?\u00a0 Remember, yours\u2019s is not the only voice the customer hears, how do they feel about your competitors?<\/li>\n
• Recommendation\u00a0<\/strong>\u2013 Would your customers\u00a0recommend your brand?\u00a0 How do you compare over someone else\u2019s and how is\u00a0that changing based on your activity?<\/li>\n
• Value\u00a0and Quality<\/strong>\u2013 Does your customer believe your brand represents the quality and value for money you would expect?\u00a0 Is your spend on marketing improving this figure over the short run of a single campaign and longer-term through your strategy?<\/li>\n
• Purchase consideration and Intent<\/strong>\u00a0\u2013 Will all\u00a0that hard work and investment drive a customer to look at or buy your\u00a0brand?\u00a0 When tracked over time, these two\u00a0factors are by far and away\u00a0the two most impactful measures of marketing ROI you can have.<\/li>\n<\/ul>\n

  \u00a0<\/em><\/strong><\/p>\n

  What if you could not only understand these impactful metrics for competitors and maybe relevant brands from outside of your core category too?<\/em><\/strong><\/p>\n

  Brand Score<\/strong><\/p>\n

  By creating a matrix of the above factors, you can score the relative strengths and weaknesses of the brands you need to track.\u00a0 Both in a snapshot, but also over time.\u00a0 When overlaid with the activity and costs incurred, you can really start to see the real returns you are achieving.<\/p>\n

  How often and how much does all this cost?\u00a0<\/b><\/p>\n

  The frequency of measuring these essential indicators needs to reflect not only your \u2018always-on\u2019 marketing, but you should also be able to analyse specific campaigns to get to grips with what specific actions change behaviours in your customers.<\/p>\n

  There is of course lots of value in knowing how each of these points change over say, a season, but how about taking this approach to micro analyse the true impact of a regional or topical campaign?\u00a0 Your learnings from this level of detail are invaluable to your future successes.<\/p>\n

  These data points have long been the domain of large companies employing high-cost agencies to undertake deep, slow, and infrequent consumer surveys.<\/p>\n

  Brand tracker service from Vypr \u201cDo They Love Us\u201d<\/strong><\/p>\n

  To find out how you can benefit from using real marketing ROI intelligence for the first time, or if you already have access to this kind of data but need to increase speed to match changing markets while reducing costs, then please contact us today to book a quick demo of Vypr’s brand tracker service, “Do They Love Us”.<\/p>\n","protected":false},"excerpt":{"rendered":"

  Reach, views, clicks, likes, shares, comments, influencer scores. Is there anything we don\u2019t measure today to get to the bottom of what our investment in marketing delivers? It is no longer hard or expensive to measure the micro-outcomes of any marketing campaign.\u00a0 Be it for a specific launch or just as likely today, an \u2018Always-on\u2019 […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2125","post","type-post","status-publish","format-standard","hentry","category-blog"],"acf":[],"yoast_head":"\n