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    For Instance, If Your Marketing Goal Is To Increase The Sales by 4%, Then All Your Advertising Goals Should Work Toward Supporting That Overall Goal

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    JanzNadales
    Metrics quantify measurements of advertising campaigns and their success or failure. Metrics measure things like reach (number exposed to ads), likes/favorites, comments/mentions, sentiment, followers gained, and user engagement. Analytics provide context by calculating metrics. Advertising goals must align with overall marketing goals, such as increasing awareness, changing attitudes/beliefs, changing behavior/intentions, or increasing sales. Key performance indicators (KPIs) indicate how well goals are being met and provide meaning to metrics. Small businesses should know their metrics, choose the best metric for each objective, measure metrics systematically, critically evaluate results, and benchmark metrics against their industry.

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    For Instance, If Your Marketing Goal Is To Increase The Sales by 4%, Then All Your Advertising Goals Should Work Toward Supporting That Overall Goal

    Uploaded by

    JanzNadales
    41 views2 pages
    Metrics quantify measurements of advertising campaigns and their success or failure. Metrics measure things like reach (number exposed to ads), likes/favorites, comments/mentions, sentiment, followers gained, and user engagement. Analytics provide context by calculating metrics. Advertising goals must align with overall marketing goals, such as increasing awareness, changing attitudes/beliefs, changing behavior/intentions, or increasing sales. Key performance indicators (KPIs) indicate how well goals are being met and provide meaning to metrics. Small businesses should know their metrics, choose the best metric for each objective, measure metrics systematically, critically evaluate results, and benchmark metrics against their industry.

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    Advertising Metrics

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    Metrics quantify measurements of advertising campaigns and their success or failure. Metrics measure things like reach (number exposed to ads), likes/favorites, comments/mentions, sentiment, followers gained, and user engagement. Analytics provide context by calculating metrics. Advertising goals must align with overall marketing goals, such as increasing awareness, changing attitudes/beliefs, changing behavior/intentions, or increasing sales. Key performance indicators (KPIs) indicate how well goals are being met and provide meaning to metrics. Small businesses should know their metrics, choose the best metric for each objective, measure metrics systematically, critically evaluate results, and benchmark metrics against their industry.

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    41 views2 pages

    For Instance, If Your Marketing Goal Is To Increase The Sales by 4%, Then All Your Advertising Goals Should Work Toward Supporting That Overall Goal

    Uploaded by

    JanzNadales
    Metrics quantify measurements of advertising campaigns and their success or failure. Metrics measure things like reach (number exposed to ads), likes/favorites, comments/mentions, sentiment, followers gained, and user engagement. Analytics provide context by calculating metrics. Advertising goals must align with overall marketing goals, such as increasing awareness, changing attitudes/beliefs, changing behavior/intentions, or increasing sales. Key performance indicators (KPIs) indicate how well goals are being met and provide meaning to metrics. Small businesses should know their metrics, choose the best metric for each objective, measure metrics systematically, critically evaluate results, and benchmark metrics against their industry.

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    Advertising Metrics  the number of likes or favorites received,

     the buzz generated through comments,


    A metric, simply put, is a quantified mentions and social media chatter and
    measurement of something. Something that the sentiment of such buzz (whether it’s
    helps you evaluate the success or failure of your overall positive or negative and how
    ad campaign. does it shift over time?),
     increase in followers, fans and other
    Metrics vs. Analytics ways of measuring the popularity of the
    Whereas metrics are a quantification of things ad campaign through user engagement
    you are interested in as a small business. with the ads.
    Analytics are the calculations involving your
    metrics and they provide a greater context for How do you measure behavioral changes
    your metrics. and intentions?
    Since digital media are interactive in nature,
    Marketing Objectives actual user behavior or any indicators of it can
    First, advertising objectives must fall under the be measured easily through metrics such as
    overall marketing objectives. If you remember click-through-rates (CTRs), downloads,
    from the previous lecture, advertising is one of registrations, subscriptions, purchase
    the Four Ps of Marketing, so logically your considerations (like when a consumer puts an
    advertising goals must be aligned with your item in the shopping cart online), website visits
    marketing goals. and leads generated, and actual purchases.
     For instance, if your marketing goal is to  Actual purchases can also be used to
    increase the sales by 4%, then all your measure sales in addition to metrics like
    advertising goals should work toward revenue generated, changes to market
    supporting that overall goal. share and customer lifetime values.

    How do you measure sales?


    Now, let’s look at some examples of specific In the advertising world, the number of sales that
    advertising goals that small businesses could set can be attributed to an ad are called either
    for their campaigns: (1) increase awareness, (2) conversions of actions.
    change attitudes and beliefs, (3) change
    behavior or behavioral intentions, and (4) to Without specific business goals, metrics are
    increase sales. meaningless. As a small business, your overall
     So, sales traditionally is a marketing goals and objectives are what provide a context
    goal rather than an advertising goal. and meaning to the metrics you measure. When
    a metric is central to your organization’s goals,
    HOW DO YOU THEN MEASURE SUCCESS objectives, and overall wellbeing, it is considered
    FOR EACH OF THESE GOALS? a Key Performance Indicator (KPI).
    How do you measure awareness? For something to be a KPI, it must indicate how
    The total number of unique individuals who are well your organization’s goals are being met.
    exposed to your ad campaign is called reach. Therefore, the problem with metrics is not how
    In an online or digital environment, awareness well they’re measured or how exhaustive they
    can be measured using a wide variety of are, but it is how well they are connected to your
    measures like the: overall goals.
     volume of content generated by users
    on social media, If we have three recommendations for those who
     actual number of impressions generated are getting started in digital advertising:
    by the ad,
     page views,  Know your metrics.
     actual time spent engaging with the ad,  Choose the best metric to match your
     or second-degree reach through pass- objective.
    alongs or retweets.  Have a system and plan in place that
    allows you to measure your metric.
    How do you measure attitude changes?  Be critical of the results. Was the result
    Attitude changes can be measured using a host worth the spend?
    of metrics such as:
     Benchmark your metrics against
    commonly held ones for your industry. Is
    it realistic to believe you could be doing
    better?

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