Digital branding campaigns are campaigns designed to boost positive awareness and recall of your brand. They are not generally tied directly to revenue.
The challenge with digital branding campaigns is understanding what constitutes a successful campaign. Since revenue is not the goal, creating measures of success is more difficult, but not impossible.
Proxy Aided Success Metrics
In a branding campaign, proxies need to be used as measures of success (instead of something more substantive, like revenue). These proxies are thought to indirectly aid in generating revenue sometime in the future. Below are a few proxies that are used to measure success and how they are measured.
Unaided Brand Recall
At the highest level, unaided brand recall can be used as a proxy to measure success. This will measure brand strength or brand health. The best digital way to measure this is to use a tool like Insights for Search from Google. With this tool we can measure the online interest in brand keywords over time and whether it is growing stronger or weaker.
On-Site Branding Goals
If we are driving traffic to an informational website, we have a challenge since measures of success are not immediately obvious. However, we can use segmentation to help us view performance. We can segment traffic source and new vs. returning visitors. We can set up goals such as Time on Site % over x min., pages per visit % view x # pages and bounce rate. We can then take action depending on how these metrics are treading for a given segment and set benchmarks that can be used to gauge success.
How can we make this more actionable?
Adding a coupon, registration, or other activity that will possibly bring the visitor closer to a sale or demonstrate increased product interest can aid in gauging whether a branding campaign is successful or not (of course, some of these activities bring a campaign closer to being a sales campaign, instead of purely branding). For example, let’s say we give a coupon for one dollar off of Product A. Product A is sold for ten dollars each. There is an eight dollar profit margin. With the one dollar off coupon, the profit margin is seven dollars per each Product A sold. On average, thirty percent of visits will result in a coupon download and five percent of those will redeem the coupon. That means we can calculate the approximate value of each visit to the website. If we can raise the conversion rate, then we can spend more on driving traffic because the value of each visit would then be greater.
Social Media & Branding
Social media is a great way to connect your brand with your consumers. It is a way you can understand what they think of your brand and get them more involved and invested in your brand. It’s free to set-up profiles or pages on social media channels, but it requires a lot of work to be successful. It also requires a budget to get your message out and above the noise of the various social media feeds. To be successful, you must evaluate how you want to interact with your consumers. Consumers generally expect you engage with them in a friendly, conversational manner and not seem like you are just advertising.
Social media can be measured by fan/follower growth and engagement. Metrics such as Percent Fan/Follower Growth, Fan/Follower Reach, & Percent Fan/Follower Engagement will help you understand your social media success.
These are just a few ways that metrics can be used to measure the success (or lack) of digital branding campaigns. There are many other ways to measure digital branding campaigns, but the bottom line is that branding campaigns, like any other type of campaign, needs to be measured and those measures must, in some way, relate as closely as possible to sales (even if they are still far off from that goal).