Are you a business owner, starting or continuing on the journey, struggling to understand the metrics of a successful Brand Marketing Campaign? If yes, this is the apt read for you to get those metrics of success right in your corner!
A common question that arises when deriving the success of a Brand Marketing Campaign is ‘What determines the Key Performance Indicators or KPIs’ of the campaign? Marketing campaigns are tailored according to the Return vision, market presence, and needs of the brand. Thus, what works for one may not necessarily be the parameter for the other. Thus, steps such as determining the target audience beforehand, developing an engaging marketing message, and choosing an appropriate distribution channel act as an integral part of the marketing campaign that helps us to determine the success parameters. Do you know about the “B+D+O Rule?” Let us dig deep into the insights of what it means.
Here’s to deep diving into the measures of success for Brand Marketing Campaigns.
The Challenge of Justifying Brand Campaign Investments
The lack of clear metrics makes it difficult to justify investments in brand campaigns for marketers or brand owners. Unlike performance marketing, which is defined by clear data, brand campaigns are less concrete and harder to measure. Many marketers or business owners avoid brand campaigns due to the uncertainty and the lack of quantifying data. They rather opt for performance-driven strategies that provide immediate results.
Brand campaigns focus on goals such as building awareness, trust, and customer loyalty which pose a challenge to quantify in a way that demonstrates a return on investment (ROI). However, with the right approach, it is possible to measure the impact of brand campaigns effectively.
Introducing a Clear Methodology for Measuring Success
To justify brand campaign investments, a clear methodology should be in place. First-party data plays a crucial role in tracking and measuring the success of brand campaigns more accurately. When your audience interacts with your website, app, or other platforms, First-party data offers valuable insights into how well your brand campaign is performing and whether it’s driving outcomes like increased awareness, improved brand perception, or greater customer engagement. This way you are not blindly investing in branding but instead making data-driven actions to a decent extent.
Breaking Down the B+D+O Framework
So what exactly should you look for in the first-party data that is of use to you?
The key metrics to look for in this methodology are, the B+D+O framework, the percentage of stable engaged sessions, and if your client is based on an app and web, then you might want to look for the number of app installs!
To break down the B+D+O framework further:
B: Traffic from Brand Terms
The “B” refers to traffic generated from your brand terms. This includes both paid and organic traffic that comes from people searching for your brand in specific. When more people are searching for your brand by name, you will know that your campaign is a crowd-puller. This metric indicates the brand recognition and awareness generated through your investments. Higher traffic from brand terms is associated with increased brand visibility, which is a direct outcome of a well-executed brand campaign.
D: Direct Traffic
The “D” represents direct traffic—visitors who visit your website without being redirected through a referring website. When someone enters your website URL directly into the console or visits your site through saved or bookmarked links, it is categorized as direct traffic. How do you use this data? You’ll see an uplift in direct traffic as more people recognize and remember your brand, this indicates that your website is memorable or your brand is being recognized, therefore becoming a key metric to measure your campaign’s effectiveness.
O: Organic Traffic from Non-Brand Terms
“O” stands for organic traffic from non-brand terms. This refers to traffic coming directly from the search engine. This is generated through searches that are not linked directly to your brand name but are instead proximate either to the keywords that your brand uses or the category in which your brand operates. Your organic traffic increases if your brand campaign has portrayed you as the pioneer of your industry, this will get people visiting your website by searching for terms related to your products or services. This means that your brand marketing campaign highly influences your potential audience making this an essential metric.
Additionally, you can track engaged sessions, which refer to the number of visits to your website where users stay for more than 60 seconds or a time range that is near the website’s organic average session duration. The engaged session percentage is the ratio of engaged sessions to total sessions, this will help you determine the quality of traffic on your website.
Tracking and Measuring Campaign Success
To effectively track and measure your brand campaign’s success, you can begin by establishing a base period for comparison and then track the metrics (B+D+O) in the weeks following your campaign. The key is to look for an increase in these metrics to determine whether your campaign is a success. You can use these metrics to track the long-term results of your campaign and then justify your investments.
Conclusion
We can thus conclude that for measuring the comprehensive success of a brand marketing campaign, we have a simple B+D+O rule. However, it all comes down to selecting the most appropriate indicators for the campaign to understand the result. More importantly, it is particularly essential that once we have figured out the indicative results, the brand works towards revising the results and rectifying the mistakes. Only this can ensure an even more successful campaign the next time around!
