Monitoring your brand
October 20, 2014
Successful branding is something that every company, organisation and individual wants, but not many actually know how to get it.
Gone are the days of throwing a ton of money at offline and online advertising and hoping for the best. The impact of print based advertising is diminishing in relation to digital footprints. Brands are beginning to forgo expensive print/outdoor activities in favour of online campaigns.
The biggest when talking to clients about their brand (existing or when creating one) is the ability to actually measure an ROI on the brand cost.
Is your branding resulting in a real ROI?
When you start looking at the different branding and advertising options you have available, there are several ways for you to track your results. I have listed some of the most traditional and effective methods below, and also pointed out something that is often neglected by brand owners and clients, the call to action.
Newspapers / Print advertising
It’s no surprise that print advertising is quickly falling behind in terms of where branding and advertising spend is going. With more people using the Google machine and mobile devices to consume content – read magazines, get news etc. – Suddenly their print cousins are the poor relations and not generating the exposure they used to. However, print can still has a roll to play but likely the ratio will shift further making print complimentary to digital content.
More businesses and brands are adding social media as one of their most important outlets for expanding their reach and brand. Since every Twitter account has their own unique URL and username, tracking of mentions, retweets and favourites can easily be done through their search feature.
Where your brand and website rank among the search engines is extremely important. You should already be doing your utmost to raise your ranking to the top position for your category/industry/area but also try and use sensible SEO techniques for climbing the ranks in other areas, as well. This includes, but is not limited to, popular products and services your brand is currently offering and individuals within your organisation, for example.
While TV advertising continues to be one of the go-to sources for larger brands to spend their money, it can be tricky to track the results of your advertising dollars. The popularity of YouTube means that brands can create their own channels which allow clear monitoring of views and activity. One of the best ways to do this is through a unique phone number or Web site URL. If you aren’t tracking your television ads with separate contact and conversion methods, the results will be lost in the noise of your other media efforts.
Just like print publications, radio is also finding it to be a challenge to compete in today’s world of fast-paced technology. However, people are mostly consuming radio when they are travelling to and from work. Radio often works tremendously well in less developed and emerging markets, like Dubai, where stations are limited and the audience relatively captive. Although the quality of these adverts needs to remain high to cut through the ‘noise’.
No matter what advertising outlet you decide to use, it’s important to make sure you are always tracking your results.
Creating unique, measurable/trackable URLs or email addresses or phone numbers is a simple way to track activity. Social media makes tracking results of online initiatives fairly easy too, utilise these channels.
The ‘call to action’ on every piece of communication has never been more important, given the diverse range of platforms and formats brands can reach the consumer. Finding out where you are getting the most ‘bang for your buck’ is vital.