It is easy to find metrics performance to measure, for example, Leads generated and site traffic. Discover how their actions branding are being perceived by your audience, on the other hand, it may not be so easy.
Nevertheless, the evangelist Digital Marketing Google, Avinash Kaushik, believes the same discipline of performance marketing can be applied to branding. After making such a campaign, he recommends observe two data: the likelihood of a person recommend your brand, product or service; and in the long term, the probability of purchase based on advertising, on outdoor etc.
If you do not measure likely to buy and recommend, do not realize how it’s creating business value.
He cited an example of a company that measured the impact of a TV campaign in which were spent 40 million dollars. When measured brand awareness, they found that it increased, but 80% of those who came to know her would never buy their products. “We realized that was a stupid spending,” he says.
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And ways to measure branding campaigns, Avinash Kaushik said other issues, such as: