How can our advertising be increased?
Imagine knowing exactly what the use of your advertising budget has achieved. Was it the newspaper ad, the radio ad, or the online campaign that got you the most customers?
Image: Trueffelpix - Fotolia
When asked about the success of the advertising measures, we in our online marketing agency often look into questioning faces. If at all, this is often attributed to the increase in sales and the increase in customer frequency in the stationary shop.
Especially in smaller companies, a performance measurement can help that to invest the available advertising budget in really profitable measures and to prove the success of an advertisement not with a feeling but with facts. This applies not only to online marketing measures, but also to all other forms of advertising such as B. print, radio or trade fairs.
Even with advertising materials: measuring advertising success means knowing the facts
Anyone who would like to familiarize themselves more closely with the possibilities of advertising success control will quickly find that effective planning of measures and profitable distribution of the advertising budget is only possible through a well-founded analysis.
The facts are always at the center of the success measurement. In monthly reports, the measured data from the measures carried out are analyzed, evaluated and transferred to the ongoing campaign. In this way, adjustments can be made during an advertising campaign and the success can be increased.
In the following, we want to take a closer look at measuring the success of the individual advertising media.
Success measurement for online advertising
Nowadays there are no longer any limits to the possibilities for measuring the success of online advertising. Sophisticated tracking processes from analysis tools such as Google Analytics, Etracker and Co. help to measure the behavior of customers on the website from the first click to the conclusion of an interaction.
With this flood of measurement data, it is more important not to lose track of things. Predefined advertising goals help to formulate the advertising message clearly and later to make it visible in measurable results. An example:
Company A wants to increase its profile. The following online image campaign aims to inform customers more about the company and to build trust. The number of viewed online company videos, completed contact forms and the number of downloads of the company brochure are measured as a measurable advertising target.
Company B, on the other hand, would like to use customer feedback to optimize its product range for the future. In addition to the increased sales figures, the 30 percent increase in product reviews and the number of completed online questionnaires are defined as measurable goals of the online campaign. The subsequent evaluation of the success makes it clear whether these advertising goals could be achieved by the campaign.
Success measurement for print advertising
Compared to online advertising, local print advertising lacks the response to measuring customer reaction. Accordingly, the classic methods of market research such as surveys, editions and range measurement are used to evaluate the advertising medium. Unfortunately, this does not make it possible to determine whether your ad in the selected print media has achieved your desired advertising goal.
This can be achieved by linking print advertising with the online medium. More precisely - your potential customer sees the print advertisement offline, but carries out an action in the online world. There are opportunities to lead users quickly into this online world
- QR codes
- Online redeemable voucher codes
- Your own website or microsite
- Landing Pages
Have proven to be a way of measuring print advertising QR codes and Landing Pages established. You have the advantage that you can focus on a specific advertising topic. This is seldom possible on the homepage of a company, as there are usually several offers vying for the visitor's attention. Another advantage is that your advertising can be clearly assigned to your advertising offer and a comparison with your parallel online advertising is possible.
By using the online advertising medium, additional information on the source (advertisement), the advertising medium (e.g. daily newspaper, out-of-home advertising) and the campaign (e.g. discount campaign) can be precisely evaluated. Clicks on the advertised page allow conclusions to be drawn as to how many recipients have at least read the ad.
Measuring success for radio advertising
Radio advertising, recorded rather unconsciously, plays a major role as an information medium and decision-making aid, regardless of whether the purchase is made later in the store or online. Radio advertising can reach a large target group within a short period of time, while the online channel makes these results measurable.
Access to a website advertised in radio advertising is provided by a Web analysis tool precisely evaluated and can at the same time bridge the media break between the online and offline world. A combination of radio advertising and online advertising even makes use of the advantages of both advertising channels.
Another way to measure radio advertising is this Phone tracking. To measure success, the visitor sources (e.g. radio, flyer, poster) are each assigned a different telephone number. Starting with the pure quantitative recording of calls, telephone tracking allows a more targeted evaluation of the successes.
For example, the call center employee can enter whether the call led to a purchase, order or lead. In addition, the level of sales and the quality of the caller can be documented. If the telephone tracking software is also connected to the web analysis tool, a comparison can also be made here between purchasing by telephone and purchasing online.
Success measurement for events and trade fairs
Advertising platforms such as trade fairs and events can also be made more measurable by linking them to online channels. For example, in addition to recording business cards, competition participants or flyer returns, the quality and length of stay at the stand can be measured with e.g. interactive multi-touch displays or the positioning and division of the exhibition stand can be significantly improved by evaluating visitor cameras.
For the trade fair, too, it applies beforehand meaningful and relevant trade fair goals to be able to create a suitable catalog of measures and to plan the corresponding evaluation.
The assessment of your advertising success can remain a book with seven seals, but it doesn't have to be. The simplest solution is a well-established advertising success control.
The evaluation of the individual marketing measures not only enables an optimal budget allocation to the future advertising media, but is also so flexible that it can also be used to adjust and optimize an ongoing campaign.
Benefits of monitoring success
- Evaluation and comparison of the marketing measures
- Optimal budget distribution across the individual advertising media
- Better control of the overall campaign
- Sustainable increase in sales
By Angela Sessini
Has been working at conversionmedia GmbH & Co. KG since the beginning of 2015. in Dinslaken.
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