Aligning Creative Output and Performance Metrics

In order to get a true understanding of the overall quality of your marketing creatives, you need to consider the following:

• Engagement Metrics: While earning a ton of likes, shares, comments, etc. may not positively affect your bottom line per se, a campaign that doesn’t generate engagement definitely won’t boost revenue.
• Audience Alignment: Here, you’re more concerned with the quality of engagement generated amongst your target audience. Essentially, you want to know how well your campaigns resonated with the audience on a visceral level.
• Communication of Value: Creativity isn’t just about providing surface-level entertainment to your audience; it’s about communicating the benefits of your products or services in an engaging way that matters to your audience. Simply put: they need to come away from your initiative knowing exactly what you have to offer them.
• Brandedness: If you’ve ever seen a commercial or advertisement and instantly known what company created it, you understand what I’m talking about here. Your brand’s unique voice and personality must shine through within your marketing campaigns.
• Strategic Alignment: Here’s where you start thinking about the bottom line and thinking about whether the campaign brought you closer to attaining your overall marketing goals. For example, were you able to generate awareness from the new audience segment you recently uncovered?
• The Call-to-Action: Ultimately, your marketing content needs to spur your audience to further action. Your CTA must align with their expectations, as well as your overall business goals—otherwise, you’ll have wasted all the creative effort you’ve put into the campaign throughout the initiative.