1. Automate Sentiment Analysis
You can manually conduct sentiment analysis or you automate it through a third-party tool. The insights you get from sentiment analysis allow you to know what your customers perceive to be good or bad reasons for these perceptions, as well as causes from a business or customer-service perspective. You can automate AI from third-party tools to help gather sentiments information over a long period of time. Apart from helping to gain valuable insights quickly from large volumes of data, automated sentiment analysis will also minimize error or bias that could easily result from manual analysis. By doing this, brands are able to understand what consumers are saying about the brand over this given period, what perceptions have changed over the same period, and reasons why. Without automation, marketers are saddled with manual analysis of a very huge amount of data from across multiple platforms. This can lead to avoidable errors, misinterpretation and even outright bias because perceptions could be highly subjective to human sentiments.
2. Using Emerging Smart Technologies
Emerging technologies are increasingly becoming popular in digital marketing. New smart technologies like Nativex’s XMP are very useful to track creative campaign performance across many different popular social-media platforms including Google. They help to save costs on operations and easily provide an aggregated understanding of which ads work best across social platforms, throughout campaigns and across all various markets. These technologies allow for unprecedented tracking, measurement and customer understanding by providing huge amounts of data to marketers for planning and directing ads campaigns.
3. Combining Qualitative and Quantitative Metrics
You can effectively measure the success of your campaigns if you have a good balance of both qualitative and quantitative metrics. Qualitative metrics help to measure customer sentiments online through third-party social-listening tools while quantitative metrics help to measure tangible commercial outcomes like volume of sales and purchases. A combination of both gives information about how customers perceive your business and how much business they are doing with you. From this information, it is easy to see whether a particular brand is actually driving consumer awareness and engagement as desired and how many customers are being led to your brand’s e-commerce website via a particular piece of ad content. These insights can be subsequently leveraged at the point of engagement and connection between your brand and its consumers to rejig your present campaigns or to design your future campaigns. The significant consequence is that the consumer audiences of your brand will feel heard and seen by the brand. That can help to build some loyalty with them even if they had initial negative misgivings and or perceptions.
4. Studying Brand Nuances
Just as brands differ, so are circumstances surrounding their marketing backgrounds. Every brand must therefore, be understood in tandem with its peculiar circumstances. A brand’s current market context must be peculiar to the brand. For instance, metrics for measuring brand awareness cannot be the same for newly launched brands and a brand that already has mass appeal or a stronger market presence. An adjusted approach has to be taken into consideration when deciding on which measurement metrics to be adopted to measure the success of both brands. Similarly, you cannot use the same parameters for previous campaign measurements for an older brand as against a newer brand in the market. The nuances of both brands if taken into account tend to give more equitable and balanced results to help the marketer measure the success of both brands from the campaigns. That allows brands to have a better understanding of what worked and what did not and to inform the design of future campaigns. All told, it is not only important to look at campaign success in isolation, but also to benchmark it against historical failures as well. Expert marketers know that because of the nuances of both brands, a suitable balance always lies somewhere between these two extremes.
5. Classifying Which Metrics to Measure
In digital marketing, the brand you are marketing largely determines the type of metrics you have to measure. For this reason, different perspectives tend to surround the classification of metrics. Most of these perspectives relate to importance, urgency, and time-frame, that is, short-, mid- or long-term perspectives. In bigger business concerns, different departments and functions tend to prioritize different metrics. That is what they specifically measure for their own departmental use. When metrics are taken over an extended time frame and classified, they add real value to ongoing campaigns and the design of future campaigns. Information from these metrics empowers marketers to be more creative in their content marketing activities and to engage meaningfully with their audiences over an extended time-frame, say for about 6 months or more. From this info, marketers can adequately develop strategic plans that fit perfectly into their immediate, short- mid- and long-term marketing objectives.
