In today's marketing world, media campaigns have become a cornerstone of day-to-day business. Getting your message out through targeted channels has never been easier, with social media platforms allowing campaigns to reach more people than ever before. This means accurate measurement can be a challenge, due to the sheer volume of reach potentially being measured.
Companies must be able to track campaign reach and influence to maximise success. A recent webinar by PR Moment “How to track the success of an earned media campaign” lays out a few ways you can keep up with today's media landscape and we’ve rounded up some of the key findings below.
Better Evaluation Through Data
The advent of digital media, alongside the huge explosion of routes to markets and ways to communicate, has led to the rise of data solutions. As Clive Humby, a British entrepreneur, said in 2006, “data is the new oil”. It is vital to understand and measure that data if you want to successfully track media campaigns.
A tally of an earned media campaign’s results is no longer sufficient. What the data mea ns must also be extrapolated. By mining the data from an earned media campaign, a lot of information and helpful insight can be gleaned.
What sentiment has the campaign generated? Has it altered how people think about the product? Has it induced the people who have seen it to act? What conclusions can you draw from the answers you find and how does that add value to clients?
By answering these questions, you will be able to better understand the data your media campaigns give you and be more aware of how well an earned media campaign has performed.
Objectives and Preparation are Key
Whilst data is key to success in today's marketing environment, getting the right data can be very difficult. To understand the success of an earned media campaign you need to set firm objectives for the campaign to fulfil.
Planning out the goals of a media campaign is just as important as the campaign itself. Having firm objectives of what you want to achieve can help direct marketing efforts in the future and even show you if you are missing any opportunities elsewhere.
Connect With Customers for the Best Results.
Ultimately, the best measure of tracking earned media success is to understand your customers.
Customers, and how they respond to any media campaign, can provide more information than almost any other metric. Customer reactions can tell a company what has worked, what is being missed and how they can address those needs.
With this data in hand, companies can find outcomes that allow them to capitalise on new business opportunities and create new avenues for growth.
Contact us today at info@ilexcontent.com for a free, no-obligation consultation on how we can bring success to your earned media campaigns and boost your brand awareness.
