{"id":72630,"date":"2020-11-02T16:20:00","date_gmt":"2020-11-02T16:20:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=72630"},"modified":"2020-11-10T11:25:05","modified_gmt":"2020-11-10T11:25:05","slug":"kpis-measuring-brand-marketing","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/goal-setting-evaluation\/goals-kpis\/kpis-measuring-brand-marketing\/","title":{"rendered":"Brand evaluation, marketing KPIs, and why you need to look beyond a single campaign metric"},"content":{"rendered":"

'Strategic marketing beyond a single campaign metric': Brand evaluation requires deeper analysis of your campaign KPIs<\/h2>\n

A single brand evaluation metric such as 'brand awareness' can get a bad press as a marketing KPI. It's easy to see why, after all, just because I'm aware of your brand, it doesn't mean your marketing has been all that successful in driving demand or sales for a product.<\/p>\n

To give a trite example, I'm aware of Donald Trump, North Korea and Protein World. It doesn't mean I like any of them. Nor does it mean I'd ever buy from them. Oh and before you say 'You can't buy from North Korea Rob you idiot'- I think you'll find you can<\/a>.<\/p>\n

Strategic brand evaluation runs much deeper. It's time to aim for strategic marketing beyond a single campaign metric.<\/p>\n

\"Strategic marketing beyond a single campaign metric\"<\/p><\/blockquote>\n

Boosting brand awareness isn't pointless, far from it. But awareness is only the first step on the journey to a sale. What you want to do is make those unaware aware, make those aware consider, and make those 'considering' take action.

Can your branded consumer goods business compete online?<\/h3>

With so much competition, you need to stand out<\/p>Get started now<\/a><\/div>\"\"<\/div><\/p>\n

Generally speaking, your audience will either be unfamiliar with a product, on the fence about a product, or ready to act. In other words, they will fall into one of these three categories:<\/p>\n