Measuring Effectiveness of Online Branding Campaigns
Global brands are now redefining their advertising strategies by focusing more on their business objective of making sales and profits. Creativity isn’t going to help if it won’t garner sales. As a result, focusing on generating return on investment is embedded on the the different branding campaigns, online branding campaigns not excluded.
Online branding campaigns, though, are hard to measure to determine conversion rates and performance. But it is not entirely impossible. E-consultancy gives some channels online wherein the online branding campaigns can be accounted as effective or not:
1. Rich Media Interactions
User interactions with flash and videos can be determined by mouse-over, banners, videos played, dwell time and response.
2. Clicks and Landings
Big global companies could create a microsite that would attract participation from the users. It may be about gossip or tips (related to the global brand). Every click made to the site will be trackable and user response can be measured.
3. Coupon Redemption
Printable coupons that are redeemed in the stores of the global brand companies shows how effective the branding campaign is. It is an effective measure of success at point of purchase.
4. Social Networking
Social networking sites have proven their effectiveness in generating traffic and attracting visitors. With social networking sites, you can ask for reviews, make polls and surveys, and develop word-of-mouth advertising through the online community.
5. Post-purchase Follow-up
Follow up on the users who cater to the products by asking them to drop by your website for free goodies or more sales. This will develop brand advocacy and cross sell opportunity. You’ll be able to narrow down your target market for future advertising campaigns.
