Measurement Matters

Your communication team has developed a campaign featuring meticulously crafted key messages and polished design work. It certainly looks impressive, but how can you be sure it's achieving your objectives??

The effectiveness of communication activities must be empirically tracked using proven methods. What and how you measure will depend on your unique circumstances and available resources.?

You must first establish your goals, objectives, and target metrics. See our website for more information on that.

For large, well-funded campaigns, you can procure the services of market researchers to establish a baseline across your entire audience then conduct follow-up surveys to measure targets such as changes in awareness and attitudes.?

For smaller campaigns and ongoing communication efforts, there are a range of other free and lower-cost options available for tracking effectiveness.??

Website Traffic?

Websites play a pivotal role in many communication endeavours and tracking web traffic is one of the simplest and most effective ways to gauge performance.??

This can involve simply monitoring daily visits to your homepage through to more advanced methods such as breaking down traffic and click-through data across your site. For example, tracking views and hits on a new product page can demonstrate whether your marketing efforts have resonated with your audience.?

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Social Media Engagement?

Social media is another vital communication channel that can be easily monitored using built-in or third-party tools.??

This can include tracking follower growth, post engagement and click-throughs to your website.?

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Traditional Media Monitoring?

If your communication efforts involve outreach to traditional media, this is another area you'll want to keep an eye on. The simplest method is through free services like Google Alerts, which can display the number of mentions of your organisation, brand, or products.??

For governments and larger businesses, investing in a media monitoring service can offer granularity and detail in reporting.?

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Bringing it All Together?

The most adept communication teams integrate data from these various sources into a single and easily digestible regular report. Combined monthly or quarterly reports provide leadership with a clear and tangible demonstration of how well activities are delivering on their objectives.?

At RD Consulting, we don't merely deliver visually stunning communication products. We apply our expertise to tracking and reporting to ensure our work delivers the desired results for our clients.?

We'd love to assist you with tracking your communication and marketing results. Find out more here: www.rdconsulting.com.au?