It’s useless to carry out an advertising strategy if the results are not measured to the very end.
The main reason for doing this is to identify favorable practices (and those that aren’t) to boost the growth of a business through the continuous improvement of marketing strategies.
Measuring the results has two fundamental purposes. First, it allows to rationalize the money invested for the company and to allocate it in the best position to generates the best results. On the other hand, it creates profitability for the investment.
This means that if a company is spending time and money and not checking the results, they are probably wasting a large part of those valuable resources.
Why measure the results?
The main point to knowing the success of digital marketing plans is to be able to have channels to analyze and measure their impact, as this will allow them to focus their budget and efforts on the correct strategies.
With this methodology, companies can maximize their budget and save money by eliminating unproductive actions and strategies, as well as maximize their profits by focusing on the actions that give results.
Measurement of results
Patience is an important factor in any advertising strategy. Keep the calm, because the results are not seen immediately.
Companies can be worried about knowing which indicators should be taken into account. Many times they believe that sales performance is the most important element to evaluate their strategies, even that improving sales mean marketing is working.
However, there are other important factors they must identify that can help them to evaluate the effectiveness of the actions they are carrying out. Likewise, they must figure out what they want to achieve through their advertising.
To be able to measure the results, it’s important to identify the aspects to be measured, those related to the objectives set before because they will not use the same variables to measure positioning if they are looking to generate sales and vice versa.
What does it need to be measured?
The ideal is a combination of quantitative and qualitative aspects, some of them are:
- Check if the target audience remembers the message and the brand
- Evaluate if the message is clear and the consumer understands it
- Identify any distortion in the message and which part the audience is understanding
- Make sure that the brand is not overshadowed by the message
- Find out the opinion of the public after having seen the campaign
- Brand recognition, especially with unknown brands
- Level of positioning in the consumer’s mind
- How does the client interact with advertising?
- Emotions and feelings of the person towards the brand on the part
Indicators that must be taken into account in digital advertising
It’s important to take into account the main metrics to work, as they will help to get a better position for the brand and to account for the successes or failures of the advertising plan. These are some indicators to keep in mind:
- Opening rate: The opening rate counts the number of sent messages that have been opened (it’s used mainly for email campaigns).
- Conversion rate: The conversion rate is the measure that counts the number of users who have completed the action expected from them and move them further down the sales funnel.
- Clickthrough rate: It measures in a similar form that the opening rate, counting the total number of clicks in a particular link.
- ROI (Return on Investment): How much profit the company is making from an investment in contrast to the total amount invested.
As mentioned before, beyond focusing only on sales, companies should always have in mind, as part of marketing strategies, the measurement, and analysis of each stage of conversion. Positive results depend on constant evaluation.
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