Marketing communications is one of the best ways to reach out to your target market. In this blog, we’ll look at how you can measure the effectiveness of your marketing communication strategies.
What is Marketing Communications?
Marketing communications is a fundamental part of a business’s marketing plan. Branding, packaging, online presence, printed materials and direct marketing are all examples of marketing communications. Basically, it’s any strategy that your business uses to send a message to its consumers and to attract potential customers.
Might be of interest – Marketing Communication Strategy
How Can You Measure Marketing Communication Success
There are a range of ways to measure how successful your marketing communications have been. We’ve summarised the best methods of measurement below.
One clear way to measure how successful your marketing communications have been is through KPIs (Key Performance Indicators). KPIs provide a clear measurement of performance, allowing an evaluation of the effectiveness of the strategy. For example, measuring market share, profit and revenue or percentage growth. It is essentially using benchmarking and targeting to evaluate success. A strong marketing communication strategy will increase almost all sectors of growth.
You can measure your campaign success in different ways. Using coupons or discount codes can provide a good measure of success for more traditional campaigns e.g. print advertising. These strategies are useful as they show the ROI of the campaign.
For digital campaigns; open rates, click throughs and online sessions can track success.
A useful measurement of marketing communication strategy success is the increase in brand recognition. This is measurable through social channels and web content analysis. Using tools such as SEMrush to help understand the chatter online around your brand name. Measurements can also come through research into customer opinions using surveys or reviewing comments in response to the campaign.
This focuses around indirect marketing communications. Put simply, communications that don’t link directly to sales. For example, branding and the website quality. Ways to measure effectiveness can be through page views, social media interaction and online sales. A good looking brand and website will open the door to more interaction online and lead to more sales. If sales are increasing post brand update, or website update, you can start benchmarking for future strategies.
Might be of interest – Brand Strategy
Need Help Improving Your Marketing Communication?
Finding the right marketing communication strategy can be hard. The key is understanding your consumer and how they interact with your company or business. Once you have worked this out, KPIs can then help to evaluate and understand how successful each strategy has been.
If you’re looking for help in improving your marketing communications, get in contact with us here at Fellow. Simply contact us using the information below.