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Metrics for Measuring Ad Campaign Effectiveness | Marketing & Advertising > Marketing & Advertising Overview from AllBusiness.com

There's no precise way to measure the success of an ad campaign. But there are methods that will give you a rough idea of whether your ads are hitting the mark.
Michael Peauafi's insight:

There is no fundamental way to measuring the effectiveness of an ad campaign, you can only use strategies to identify these measurements. To measure the effectiveness of an ad campaign, the business first needs to establish its objective before launching the campaign. The article discusses ways to measure this such as watching sales margins, growth in customers, phone service and enquires and the amount of traffic direct to retail stores since the launch of the campaign. These ways that have been suggested can all be used, comparing sales from before the campaign to how much sales were generated after the campaign was launched. Set a time frame to let the ad campaign run for so that an even measurement of its effectiveness can be judged. There is no way to measure it but there are many methods, another being counting the number of customers that enter your store. This could be by using promotional strategies and incentives to attract customers and then at the end of the campaign tally the total compare to its total before the ad. The traffic of consumers and sales can be measured together to see how many customers actually made purchases between the time frame. The last method amongst many others is counting the amount of new customers you have gained, possibly through loyalty card memberships and seeing if there was an increase. Farmers trading company released a “club card” campaign with its goal to have all customers join so that they are entitled to discounts restricted only to club card members. Do you know any other effective ways to measure the effectiveness of an ad campaign or a business that have done something similar to farmers?  

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Orlando Werffeli's comment, September 25, 2013 9:36 PM
This is a comment in relation to Michael's insight into the article Metrics of measuring the effectiveness of an ad campaign. An interesting article choice Mike, we all know by now that every campaign that is put in place needs to at some point be measured by the company to see how effective it was in the consumers eye. This article states that there is no such fundamental way to measure the over all effectiveness only strategies or methods. Mike in relation to your questions companies in NZ use email responses retail or online surveys like the herald or easy to access feedback pages on websites or even customer service telephone connections.
Mike Passmore's comment, September 26, 2013 1:00 AM
This is a comment in relation to Michael Peauafi’s insight on the article Metrics for measuring Ad campaign and effectiveness. Michael has used his knowledge well to sum up the article well with his personal views and his knowledge of I.M.C overall. Measuring the effectiveness of a campaign is critical to get an understanding of what the campaign has actually achieved. Other effective ways to measure the effectiveness of a campaign could be total TARPS, which is the amount of times a consumer would of seen the campaign within a certain time period.
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Simplicity, The Most Powerful Branding Principle

Simplicity, The Most Powerful Branding Principle | Planning | Scoop.it
In a world of ever-increasing complexity brand simplicity is critical for brands to get right or risk customer disappointment and defection.
Michael Peauafi's insight:

The art of creating one of the most powerful brands is making it simple. This is a tactic that Google, Amazon and Apple have been able to successfully establish. Simplicity makes the products and services user friendly and easy to use by all parties and ages. Making it simples isn’t about just the process of eliminating steps, it’s about delving into depth, understanding your target audience but creating a experience. Brands like apple have reached its simplistic point for iPhones and only make minor changes. The next Apple product lines that has been said to be realised is the next iPhone 5c and 5s, but a spokes person from Apple has said that today people with iphones are practically holding an iPhone but it’s the influence of trends that have caused consumers to change. In relation to the article simple brands have managed to target a greater audience with its products and services being made simple. Less complication makes prospective consumers more likely to purchase your products or service. Do you agree with the powerfulness of making products simple and easy to use?

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Orlando Werffeli's comment, September 25, 2013 9:24 PM
This is a comment into Michael's Insight into, Simplicity, the most powerful branding principle. I feel that recently there is a trend brand simplicity and this is because there is a perception of it being a cool brand. How ever it's also about involving the right consumers to this product, when simplicity is involved it makes the connection between the brand and consumer a lot easier. At this current point in time I feel simplicity is a valuable key for any mass technological markets however consumers may adapt to needed more technological advancements for work or lifestyle choices opening an new market for more tech offerings becoming more generally more complicated.
Mike Passmore's comment, September 26, 2013 12:48 AM
This is a comment in relation to Michael Peauafi’s insight on the article Simplicity, the most powerful branding principle. I like this article as I find it very relatable to myself, I like to keep things very simple and this explains about how it is extremely important for companies to keep it simple! I defiantly agree with the power held by making a product seem simple and easy to use, especially anything to do with technology as if someone thinks a new software is hard and confusing they will be put off buying the product.
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Social Media Drives a Small Share of Online Consumers to Retail Sites

Social Media Drives a Small Share of Online Consumers to Retail Sites | Planning | Scoop.it
While retail websites in the US report that less than 3% of their traffic comes from social media, retailers have made sure to maintain a presence on these platforms.
Michael Peauafi's insight:

A study conducted by L2 Think Tank found that there was minimal traffic flowing from social media exposure to retail sites. Facts showed that search engines drove 33.5% of traffic to retail stores, 33.9% from direct web browsing, 18.4% from referrals, 8.7% from emails, 2.4% from social media and 1.1% from display ads. This showed the unproductive usage of social media, however what this does account for is the low understanding of what media sources can reach the selected targeted audience. In terms of social media, Facebook drove 76% of traffic to retail stores in watch and jewellery market and YouTube was most effective in the beauty and skincare department driving 27% of traffic to retail stores. This article implies the critical examination of where your promotion should be target to be most effective. Understanding why your target audience use social media, what sites and strategies to attract them. What’s your view on social media advertising, is it effective to all markets?

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Orlando Werffeli's comment, September 25, 2013 9:12 PM
This is a comment in relation to Michael's insight into Social media Drives a small share of Online Consumer to Retail Sites. A great article Michael, very beneficial as the article also offers a lot of statistical information on the productivity of online/social media advertising. It also show's the importance of targeting a selected market with your campaigns to insure a beneficial response from consumers. Market research is valuable to any marketer especially in todays world where advertisers are fighting each other for consumers attention. Personally I feel I don't relate to social media advertising that well as I'm usually focused on other material then the advertisement and I've recently installed an adblocker which hides this advertisement. I feel that social media is not beneficial to all markets.
Mike Passmore's comment, September 26, 2013 12:26 AM
This is a comment in relation to Michael Peauafi’s insight on the article Social media drives a small share of online consumers to retail sites. Michael has again chosen a relevant article as social media and marketing is very popular at the moment. He has used the correct figures from the article and comments on the effectiveness of different social media. For me personally I find social media a bit frightening as the amount of information that can be gathered by these huge companies about yourself is a little scary, although I find advertising on social media to be a good thing, people are always looking for a new way to promote themselves and look innovative and marketing through social media is another way of doing this.
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Planning key for all firms

Planning key for all firms | Planning | Scoop.it
Kiwis are good at starting businesses, but not so much at keeping them going and growing.
Michael Peauafi's insight:

Many articles relating to planning have covered concepts of the importance of planning ahead. The article gives insight upon Sean Armstrong who is the owner of Loafs and how he started his business. We all know planning is vital, it’s a blueprint for a firm to vision its future position. Planning can sometimes be missed during the growth stage because owners are too focused on its consumers and keeping track of suppliers. Within the article Sean suggests plans should be addressed and reviewed yearly, but in my opinion a yearly plan may build up to many minor and major issues requiring more effort and planning where as possibly a monthly or 6 month review would be more effective and then at the end of the fourth quarter(end of year) review accomplishments and plans for the following year with the support of company strengths. The SWOT analysis was mentioned in the article as a good way to review the concepts of strengths, weaknesses, opportunities and threats. I believe that method should definitely be implemented. For small firms looking at costing and budgeting is crucial, but in relation to setting out a business plan firms need to set out financial, strategic, operational, marketing and social/ environment objectives.

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Orlando Werffeli's comment, August 19, 2013 8:21 PM
This is a comment in relation to Michael Peauafi's insight on 'Business planning for all key firms'. Might has picked a very relative article as it's in relation to the way Kiwi's tend to do business. I found that similarly to this article the planning/success measurement process also included areas as SWOT analysis and integration on an internal level to insure the same and correct goals are being targeted. Michael has related his own personal opinion upon the authors and I tend to agree with half yearly reviews or even quarterly reviews.
Mike Passmore's comment, August 21, 2013 8:02 PM
This comment is in relation to Michael Peauafi’s insight on the article ‘Business planning key for all forms’ by Siobhan Leathley. Michael has chosen a nice article that depicts a classic New Zealand business man. Michael has added his own personal views which I agree with. I believe it is valuable to plan for the future but as Michael stated it is much better to revise these plans 6 monthly rather than yearly as it helps the business figure if its on the right track, it can also fix any problems before they become to big.
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Understanding how to engage with consumers on their terms | The Wall Blog

Understanding how to engage with consumers on their terms | The Wall Blog | Planning | Scoop.it
Understanding how to engage with consumers on their own terms
Michael Peauafi's insight:

The article written by Wayne St Amand is about understanding how to engage with consumers on their own terms. Markets must learn to listen to social media insights that are provided in the most strategic way possible to enhance the understanding of its consumers which will provide an edge over competitors. Social media can gather powerful data on what consumers want, how they want to access it and reasons why but it’s on the business alone to listen carefully and respond efficiently. Developing a relationship with consumers help organisations gain deeper insight with their personal reflection and feedback on a product or service. This is because firms have managed to build a relationship directly with consumers. Using this information is called social media intelligence. Using social media analysis will retrieve positive, negative and neutral feedback, its important to assign each category and finding the importance of each sector and using tactics to improve its service and products for customer satisfaction. This may be a longer process but its understanding consumers on their own level. For integrated marketing, connecting with consumers is important, defining itself amongst competitors and using strategies to connect a powerful with customers. What’s your thought of using social media intelligence to understand consumers?

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Orlando Werffeli's comment, September 25, 2013 9:28 PM
This is a comment in relation to Michael's insight into Understanding how to engage with consumers on their terms. This article is relating to that of Marketing research and it's importance to relate the brand and it's advertisement to the consumer's needs as much as possible. With the birth of the Social Media trend it's allowed companies to learn gather more information to target consumers as easily as possible. I feel that social media intelligence is an important step to understand consumers and it will continue to grow as an opportunity for companies in need of consumer information.
Mike Passmore's comment, September 26, 2013 12:54 AM
This is a comment in relation to Michael Peauafi’s insight on the article Understanding how to engage with consumers on their terms. Michael once again has chosen a relevant and interesting article. He has commented on the main points and adds some personal insight of the article. I think social media is extremely important to understand consumers, as a person’s social media is basically a reflection of themselves, so it is the easiest way to gain a great understanding of the consumer and begin to create a relationship with the consumer.
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The Power of Integrated Marketing Campaigns - Brand Fever

The Power of Integrated Marketing Campaigns - Brand Fever | Planning | Scoop.it
Build the Brand Across Your Organization and Partnerships We live in a fragmented marketplace. People receive more bombardment from marketing efforts than ever before. How you connect with your target audience is getting more challenging.
Michael Peauafi's insight:

Connecting with consumers in today’s society is increasingly challenging as consumer are exposed to so much information every day that it can drive consumers away from products and service, also another method often accepted by consumers is a term called selected exposure where consumers will only take in specific information that is relevant to them and avoid all other information presented. Marketing channels are expanding and new techniques are being implemented to try formulate a solid campaign to reach target consumers. However, today’s marketing industry to create a strong campaign, the requirement of all areas within the organisation is of paramount importance so that they can work collaboratively. This is to drive a consistent but powerful message that can create a loyal membership with customers rather than forcing an overload of information. This also relates to differentiating your organisations techniques, which I’ve seen successfully done by tourism Australia. The article presents good ideas in how to create powerful integrated marketing campaigns, with valid points like the following steps: direct mail, microsite, eblasts, incentive, follow ups and then sales lead. Its giving consumers value and even trials of the products of services so they can make personal judgements and review their experience. Do you know of any campaigns that have done this or even a business that has connected you with a product or service that you were satisfied with?

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Orlando Werffeli's comment, September 25, 2013 9:19 PM
This is a comment in relation to Michael's insight into the power of integrated marketing campaigns. A good choice here Michael ae the article covers sections of marketing approaches and how it's becoming more and more difficult in todays world with all the advertisement in place. I liked how you've discussed selected exposer as sometimes it's not a topic that is talked about as often as it should as this is point where consumer will usually be able to remember the advertisement. I believe Dove have been using short advertising which have high consumer engagement by giving small items of product to consumers to make there own decisions on it.
Mike Passmore's comment, September 26, 2013 12:36 AM
This is a comment in relation to Michael Peauafi’s insight on the article the power of integrated Marketing Campaigns – brand fever. This article was a great read as it was basically what the paper is all about! Once again Michael has summed the article up well and touched on the main points making sure to add his personal opinion. A personal example of this happening to me with a campaign is with the TAB they sent out incentives to bet on big games by giving you a free $20 bet.
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Five Components of Effective Sales and Marketing Communication

Five Components of Effective Sales and Marketing Communication | Planning | Scoop.it
Sales - In today's sophisticated marketplace, overcoming communication obstacles is critical—especially early on in the sales process. It is increasingly obvious that the competitive battle for customers is being won or lost ...
Michael Peauafi's insight:

Communication is an important element of understanding communicating a message to the key consumers. It’s where the battle for consumers can be won or lost. The article goes on to discuss 5 components of effective sales and marketing communication. The first is tailoring communications for each industry and position, for organisations producing different products and services to different demographic groups, its ctitical to communicate a message to each line of the target audiences. Second was getting personal early. This element personally is believed to apply more towards the b2b market. Getting personal with another firm or partner to formulate a stronger relationship can be beneficial for an organisation in the long run, furthermore dominant if they become a consistent provider. The third was implementing a multi-step and multi-media program. This relates to using various communication channels to connect with consumers but it would be even more reliable if the effectiveness of the different channels could be measured. Next was using speed and best practices to distinguish your pitch from the competitors. This is about being prompt and responding quickly in a timely manner without delays and lastly impress contacts by showing them that you know what they know. What this means is personal communication and expressing your knowledge or understanding to relate to the consumers. Understanding the consumers, demonstrating that knowledge as you reply to theri needs in a timely and professional manner is the key to a successful communication campaign. Personally however, I don’t believe that all these elements are as effective as each other, as markets we should already know that consumers are extremely important and understanding them is critical in providing something of value to compensate their needs. If you could think of any other methods that could work what would they be?

 

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Orlando Werffeli's comment, September 5, 2013 1:16 AM
This is a a comment on Michaels insight into Mike Organs article on Five Components to sales and marketing communication. Michael has successfully components relevant to both business to business and business to customer markets. Michael has also added his personal opinion to the five components mentioned by the authors I also agree with Mike that consumer are the main focus and understanding them will ultimately effect in successful marketing communications. I feel the use of creating experience and developing long term relations with consumer are all valuable steps to success.
Mike Passmore's comment, September 26, 2013 12:22 AM
This is a comment in relation to Michael Peauafi’s insight on the article ‘Five components of effective sales and marketing communication’ This is an interesting article and Michael has stimulated some good points in discussing the 5 components of effective sales and marketing communication. It is good that Michael has included some of his own personal insights about the article. I agree that all the elements work completely. Sales in particular is very situational, it is extremely important to gauge your customer to decide what pitch to give them as each pitch will differ for each different person.