Evaluate metrics like market share and Net Promoter Score (NPS) to measure brand marketing efforts.
While performance marketing is powered by metrics to drive acquisitions and revenue, it is inefficient when it comes to building brand awareness and brand image. Investing in brand marketing tactics like paid ads, particularly for digital products, can complement performance marketing efforts.
Some marketers prefer direct response over brand marketing since direct response offers immediate results and enables product tracking where conversions occur. However, integrating brand marketing efforts into the mix can help companies build a strong brand that consumers know and trust.
For marketers to measure the digital brand they should identify the company goals, assess consumer sentiments about the brand, align messaging with customer intent and more. Businesses must track the brand’s perception to gather crucial insights and boost brand marketing.
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