Beyond the Click: Measuring Brand Marketing Impact

Marketers are shifting gears. After years of prioritising performance-driven campaigns, brands are recognising the importance of brand building for long-term success.

But how do you measure the impact of these brand marketing efforts?

This newsletter explores various strategies to demonstrate the ROI (return on investment) of your brand marketing initiatives.

The Stats You Need to Know:

• Performance marketing has dominated for years, but brands are realising its limitations.
• Shifting investment back to brand building allows for future growth.
• Savvy marketers still need a business case for brand investments - Need to know how to measure their impact.

Key Takeaways:

• Brand marketing drives results beyond immediate sales.
• Utilise a combination of methodologies to capture the full picture.
• Track direct impact, brand lift, and early indicators for a comprehensive view.
• Experiment and adapt your brand strategy for continuous improvement.

Measuring Impact Across the Funnel:

Direct Impact on the Business:

Don't worry, brand marketing doesn't mean sacrificing sales. Here's how to measure its direct influence:

• Media Mix Models (MMM): These models analyze how brand media influences traffic, revenue, and customer acquisition.
• Testing: Utilize geo-matched markets or audience holdout studies to isolate the effects of brand campaigns on key performance indicators (KPIs).
• Quantify Impact Across Channels: Track how brand awareness campaigns improve the efficiency of performance marketing tactics like retargeting.

Learn how Creatures of Habit Achieved a +26% Increase in Transactions with a 23% Increase in ROAS and 32% Growth in Revenue Using Pmax Campaigns

Brand Lift Studies:

These surveys measure the intangible effects of brand marketing on consumer perception and intent:

• Dimensions of Brand Lift: Track changes in awareness, perception, consideration, and purchase intent.
• Enhancing Brand Lift with Technology: Integrate AI and real-time data analysis to get a more accurate picture of sentiment shifts.
• Cost-Effective Alternatives: Many platforms offer brand lift capabilities as part of their services.

Learn how :How Tatvic’s Cost-Effective Re-Engagement Strategies Increase Brand Lift by 8.4% for Housing

Early Indicators of Brand Marketing Impact:

Track these metrics in-flight to gauge the effectiveness of your campaign and make adjustments as needed:

• Share of Search: Monitor how much your brand is searched compared to competitors. This indicates brand relevance and future market share potential.
• Site Traffic: Increased traffic, especially from new users, signifies successful brand marketing efforts driving awareness and interest.
• Social Engagement: Likes, shares, comments, and mentions show how well your content resonates with consumers and brand positioning.

Integrating Measurement for a Holistic View:

Combine these techniques for a comprehensive understanding of your marketing effectiveness:

• Correlate Spikes in Traffic with Share of Search: This validates the impact of campaigns on conversion potential.

Test and Learn for Continuous Improvement:

Just like with performance marketing, adopt a Test and Learn approach for brand building:

• Experiment with Different Strategies: Test emerging publishers, audience targeting, creative formats, etc.
• Measure, Learn, Adapt: Analyse results, refine your approach, and ensure your brand stays relevant.

Conclusion:

By measuring the full spectrum of impact – direct business outcomes, brand lift, and early indicators – you can confidently demonstrate the ROI of your brand marketing efforts. This ensures your investments resonate with consumers and contribute to long-term success.

Thanks for reading this Newsletter :) and looking forward to know your thoughts in the comments below!

Best

Ruhbir Singh