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Once you’ve executed your campaign, you need to understand how it has performed. Otherwise, you won't know whether you’ve achieved your campaign objectives.
With traditional media, most times you need to conduct customer research to measure the effectiveness of the campaign. With digital media, every interaction has data attached to it. But traditional channels are very difficult to measure. There are no devices, for example, with every television in your target market, that will say whether somebody’s watching that advert at that time. The television may be on, and your advert is playing, but that consumer may be in the kitchen getting a drink. Or they may be talking to someone and ignoring and not even paying any attention to what is going on.
Performing customer research enables you to measure:
One thing sometimes you can’t measure with digital – because it is quite binary in nature – is the actual emotional response to the brand. Performing customer research allows us to understand that and measure that.
With traditional communication channels, it can be difficult to measure return on the investment. You don’t know, for example, when you launch a television campaign are advertising a specific product, whether there has been an increase on sales. You might have a discount code. Or a special telephone number for people to call. There are the perhaps the only measurements you have.
When measuring performance for a brand, you need to understand your brand equity. And a really useful tool is Keller’s Brand Equity Pyramid.
Who are you? What do you stand for? And this is the very foundation of the pyramid because the goal of your organization and your goal is to create brand salience or awareness. In other words, you need to make sure that your brand stands out and that customers recognize it and are aware of it.
You’re not just creating brand identity and awareness at this stage. You’re trying to ensure that brand perceptions are correct at key stages of the buying process. So you need to control the consistency of the brand at every point of the experience.
What are you as a brand? The goal in this step is identifying and communicating what your brand means and what it stands for. The two building blocks in this step are performance and imagery. Imagery helps communicate what you do, what your brand is, what your brand stands for.
What do consumers think or feel about the brand? And your customers’ responses to your brand fall into two categories: judgments and feelings.
Your customers constantly make judgments about your brand. And those judgments can fall into four categories:
How much of a connection would the consumer like to have with you? And this sits at the top of the pyramid because it’s the most difficult and the most desirable thing to achieve. You’ve achieved brand resonance when your customers feel a deep, psychological bond with your brand.
And Keller broke this resonance down into four categories:
Case Study: Rapha
Rapha are an amazing example of a brand that has achieved brand resonance. After Rapha launched, they created a secret club called Imperial Works named after their offices, which they invited their very best customers to join. They created special products that only these customers could purchase.
But what Rapha then understood, through carrying out continual insight research, is that actually this behavioral loyalty, this brand resonance, stretched far beyond this small group of customers that they thought they were the most loyal. And it’s got to the point where they’ve created a cycling club to create that sense of community. And people are paying £150 – so, about $250 – to join the club when actually all they’re getting is the ability to purchase very different unique Rapha products! They’ve been able to take advantage as a business of this brand resonance and create even more value for themselves. Whilst at the same time they're delivering a sense of value to their most engaged and active customers.
In order to understand the effect of traditional communications, you need to carry out research.
There are a number of online research techniques we can use:
Today as a business you need to have someone responsible within your department to monitor social networks, to hear what people are saying about your brand. The purpose is not only to collect the good things, but to be able to respond when people are saying negative things about your brand. And save those moments.Back to Top
John Makin-Shaw is the Head of Marketing at Aioi Nissay Dowa Insurance. For over 15 years he has been designing, launching, and managing customer propositions for some of the UK’s biggest brands.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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ABOUT THIS DIGITAL MARKETING MODULE
This module introduces fundamental marketing principles and tools including the value proposition, the classic marketing mix, market research, the customer journey, communications planning, creative planning, media strategy, and amplifying brand performance. By referring to current and recent examples, it illustrates how digital technology and changing consumer behavior and lifestyles are altering the consumer decision-making process and disrupting traditional marketing models and strategies.
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