Business

How to measure the results of your marketing

In order for marketing to work, you need to define objectives and learn to assess their real impact on sales.

The opinions expressed by employees are personal.

In general, in advertising it is considered that for every 100 impacts a brand has (that is, every time a person sees an ad), on average two will go to the point of sale in search of the product (although they do not necessarily buy). This is only 2% effective . Therefore, if the projected goals are to be achieved, the results must be measured to ensure that the strategy, the message and the environment are adequate.

How to measure the results of your marketing
How to measure the results of your marketing

“If you don't do it, it's as if you put a blindfold on your eyes,” says Juan Álvarez, marketing manager for flu, cough and decongestants at Merck Sharp Dohme (MSD). The lack of measurements on the behavior of the market and the level of success of a campaign can cause – if an adjustment is required – your reaction is too slow. So a competitor can take advantage to appropriate the benefit offered by your brand and that you were trying to communicate.

Let's do it

The success of a campaign is based, before anything else, on correctly identifying what the market opportunity is , says Denisse Pérez, general director of JWT Pharma, a division of Walter Thompson that serves pharmaceutical and health accounts.

Communication plans must take into account what the consumer wants and needs. A task that is not easy, “because this is increasingly demanding,” says Julian Smith, vice president of Strategic Planning at JWT.

Experts agree that before launching an advertising campaign you need to have a clear objective . And although ultimately the goal is usually to achieve higher sales, it can also be to get useful contacts to assign to your sales force. Or, to increase the levels of satisfaction or loyalty of your customers.

Solid foundations in the data that the market studies and corroborated with the consumers throw you will avoid dramatic changes in the design of your advertising campaign. Once you have collected and processed both quantitative information (habits of use and purchase and importance of the price) and qualitative (consumer opinion about your brand: how they know you and why they continue to buy you), consider the duration of a campaign and define its stages. These could be: publicize the product, position it and then launch a promotion.

To know more:

“You have to know how your user is getting the message and how that identification (with the brand) can become a future purchase in the long term,” says Angélica Galicia, experiential creativity specialist and co-founder of The Box, communication agency of brands, whose clients are mostly small and medium enterprises (SMEs).

Following this line, Ivonne Raso, Director of Marketing Consultants, recommends approaching experts to measure the results of a campaign. Currently, “there are agencies specialized in market research that have developed their own methodologies to evaluate these campaigns from a strategic and creative point of view,” says the expert.

Equally important is to measure the level of emotional involvement or commitment of the consumer with a brand (how he lives it, what experiences he has with it and how he expresses it), which is one of the main factors to specify a behavior.

What should you measure?

Ideally, a combination of quantitative and qualitative aspects such as the following.

Quantitative aspects

  • Check if your target audience remembers the message and your brand.
  • Evaluate readability, this is if your message is clear and the consumer understands.
  • Identify any distortion in the message and what part the public is understanding.
  • How do you communicate your message in front of the competitors? In a better or worse way?
  • Make sure the message does not kill your brand (if you discover that the consumer remembers a very creative message, but has forgotten the brand or product, modify the campaign).

Qualitative aspects

  • What does the target audience of your brand think after being exposed to the campaign?
  • Brand recognition, especially in the case of unknown brands.
  • Positioning (the place a product occupies in front of competitors in the minds of the target consumers).
  • How does the customer interact with advertising? (For example, in the case of online advertising, consider from which pages it reaches your website).
  • Emotions and feelings towards the brand by the person.

Online advertising

Internet has opened a new world of possibilities for advertising. Currently, “a SME can make a good advertising campaign with its website, social networks, flyer and mentions of its brand in other media,” says Alberto Paz, specialist in advertising strategies and also founder of The Box.

An additional advantage of the Web is that it greatly facilitates the collection and analysis of data on user habits or market segmentation, in order to refine a marketing strategy. For example, to understand the moment of the relationship you have with your consumers, take advantage of online measurement resources such as marketing and satisfaction surveys via e-mail .

An alternative that begins to be used is mobile devices, either through applications or services based on geolocation. For this you do not require the telephone number of your customers: if you go to a point of sale you could receive an invitation to evaluate the service you received. In that way, it is possible to measure satisfaction.

Another direct way to obtain feedback is through surveys on the website of the product or company. “This can serve as a thermometer of how you are serving your customers,” says Hebert Hernández, director of Ábaco Digital, an online marketing agency.

A simple survey presented at the end of each user's visit to your website can yield valuable information. Simply ask these four questions:

1. What was the reason for today's visit to the site (with options such as: knowing the product catalog, knowing which brands are distributed, looking for employment opportunities, etc.)?
2. Did you find the desired information?
3. How satisfied were you throughout your visit to the site? (rate from 1 to 10)
4. What would you recommend to improve the portal? (this question is open)

Now, if your goal is to capture quality contacts, evaluate how many of them are being brought from each traffic source where you are placing the advertising, what percentage of that traffic leaves your data and which ones are of quality to you. This based on the previously established parameters.

For example, the Digital Abacus specialist notes that many companies whose model is B2B (business to business) value corporate email addresses above personal emails, considering that the former connotes more seriousness and interest in services.

While educational institutions consider a quality criterion that the contact (in this case, a potential student) who leaves their data indicates that their address is within a radius of certain kilometers around the university or school.

Tools for online measurements

How to measure the results

In order for marketing to work, you need to define objectives and learn to assess their real impact on sales.

Jorge Villalobos

In general, in advertising it is considered that for every 100 impacts a brand has (that is, every time a person sees an ad), on average two will go to the point of sale in search of the product (although they do not necessarily buy). This is only 2% effective. Therefore, if the projected goals are to be achieved, the results must be measured to ensure that the strategy, the message and the environment are adequate.

“If you don't do it, it's as if you put a blindfold on your eyes,” says Juan Álvarez, marketing manager for flu, cough and decongestants at Merck Sharp Dohme (MSD). The lack of measurements on the behavior of the market and the level of success of a campaign can cause – if an adjustment is required – your reaction is too slow. So a competitor can take advantage to appropriate the benefit offered by your brand and that you were trying to communicate.

Let's do it

The success of a campaign is based, before anything else, on correctly identifying what the market opportunity is, says Denisse Pérez, general director of JWT Pharma, a division of Walter Thompson that serves pharmaceutical and health accounts.

Communication plans must take into account what the consumer wants and needs. A task that is not easy, “because this is increasingly demanding,” says Julian Smith, vice president of Strategic Planning at JWT.

Experts agree that before launching an advertising campaign you need to have a clear objective. And although ultimately the goal is usually to achieve higher sales, it can also be to get useful contacts to assign to your sales force. Or, to increase the levels of satisfaction or loyalty of your customers.

Solid foundations in the data that the market studies and corroborated with the consumers throw you will avoid dramatic changes in the design of your advertising campaign. Once you have collected and processed both quantitative information (habits of use and purchase and importance of the price) and qualitative (consumer opinion about your brand: how they know you and why they continue to buy you), consider the duration of a campaign and define its stages. These could be: publicize the product, position it and then launch a promotion.

“You have to know how your user is getting the message and how that identification (with the brand) can become a future purchase in the long term,” says Angélica Galicia, experiential creativity specialist and co-founder of The Box, communication agency of brands, whose clients are mostly small and medium enterprises (SMEs).

Following this line, Ivonne Raso, Director of Marketing Consultants, recommends approaching experts to measure the results of a campaign. Currently, “there are agencies specialized in market research that have developed their own methodologies to evaluate these campaigns from a strategic and creative point of view,” says the expert.

Equally important is to measure the level of emotional involvement or commitment of the consumer with a brand (how he lives it, what experiences he has with it and how he expresses it), which is one of the main factors to specify a behavior.

What should you measure?

Ideally, a combination of quantitative and qualitative aspects such as the following.
Quantitative aspects

Check if your target audience remembers the message and your brand.

Evaluate readability, this is if your message is clear and the consumer understands.

Identify any distortion in the message and what part the public is understanding.

How do you communicate your message in front of the competitors? In a better or worse way?

Make sure the message does not kill your brand (if you discover that the consumer remembers a very creative message, but has forgotten the brand or product, modify the campaign).

Qualitative aspects

What does the target audience of your brand think after being exposed to the campaign?

Brand recognition, especially in the case of unknown brands.

Positioning (the place a product occupies in front of competitors in the minds of the target consumers).

How does the customer interact with advertising? (For example, in the case of online advertising, consider from which pages it reaches your website).

Emotions and feelings towards the brand by the person.

Online advertising

Internet has opened a new world of possibilities for advertising. Currently, “a SME can make a good advertising campaign with its website, social networks, flyer and mentions of its brand in other media,” says Alberto Paz, specialist in advertising strategies and also founder of The Box.

An additional advantage of the Web is that it greatly facilitates the collection and analysis of data on user habits or market segmentation, in order to refine a marketing strategy. For example, to understand the moment of the relationship you have with your consumers, take advantage of online measurement resources such as marketing and satisfaction surveys via e-mail.

An alternative that begins to be used is mobile devices, either through applications or services based on geolocation. For this you do not require the telephone number of your customers: if you go to a point of sale you could receive an invitation to evaluate the service you received. In that way, it is possible to measure satisfaction.

Another direct way to obtain feedback is through surveys on the website of the product or company. “This can serve as a thermometer of how you are serving your customers,” says Hebert Hernández, director of Ábaco Digital, an online marketing agency.

A simple survey presented at the end of each user's visit to your website can yield valuable information. Simply ask these four questions:

What was the reason for today's visit to the site (with options such as: knowing the product catalog, knowing which brands are distributed, looking for employment opportunities, etc.)?

Did you find the desired information?

How satisfied were you throughout your visit to the site? (rate from 1 to 10)

What would you recommend to improve the portal? (this question is open)

Now, if your goal is to capture quality contacts, evaluate how many of them are being brought from each traffic source where you are placing the advertising, what percentage of that traffic leaves your data and which ones are of quality to you. This based on the previously established parameters.

For example, the Digital Abacus specialist notes that many companies whose model is B2B (business to business) value corporate email addresses above personal emails, considering that the former connotes more seriousness and interest in services.

While educational institutions consider a quality criterion that the contact (in this case, a potential student) who leaves their data indicates that their address is within a radius of certain kilometers around the university or school.

Case analysis: afrin

Based on market research for the stagnant category of nasal decongestants, MSD launched a campaign for Afrin No Drip, a product whose formula prevents runoff and a bitter sensation in the throat after applying the medication. Together with the JWT agency, the pharmaceutical company determined through interviews and observations with users that the benefit of “non-runoff” should be the differentiating element and the axis of the advertising campaign. The challenge was to transmit this kindness to the public and strengthen the sale of the product.

The bell

Based on user comments, a character was created who was able to turn his nose 180 degrees to avoid runny nose. Through this dramatization, the campaign highlighted the benefit of the new product. It was disseminated to the final consumer in media such as television and magazines, as well as to doctors and pharmacists in a more serious tone through brochures.

goals

Reach a 5 percent market share for Afrin No Drip in May 2011 (half a year after its launch).

Promote a 20% sale of the Afrin brand (which includes all its presentations) at the end of 2010.

Measurement

The measurements of the results were made with data provided by agencies such as Nielsen or Knobloch to know the sales to the final consumer. Remember that the market growth driven by your brand indicates that it managed to communicate its message.

Results

Less than six months after its launch, the product reached a market share of 8%, exceeding the target. In addition to this result, the brand reached a total of 80% participation. Together, the entire line reported 50% higher sales than in 2009.

Online measurement tools

Options with cost:

Comscore Digital Analytix (www.comscore.com/esl)

SiteCatalyst (www.omniture.com/es)

Metric Certificate ()

Google Urchin (www.google.com/urchin/es-ES/index.html)

Webtrends Analytics ()

Free options:

Google Analytics ()

Yahoo Analytics ()

Facebook statistics ()

Google Ad Planner (

Google Search Statistics ()

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