Digital measurement relies on the wrong metrics

Digital codeby Tony Fannin, Partner, BE Branded  |

Impressions, clicks, views, shares, likes, etc. are the wrong key performance indicators if you are looking for effective advertising. I know many marketers love these data points because they can gather them like squirrels do with nuts in the fall, but these metrics do not correlate with brand building or driving business results. Targeting methods which prioritize getting in front of the consumer at the expense of being relevant will either not be seen or will be seen as annoying. If you are serious about making your advertising work for you, here are a few points to keep in mind:

1. Small numbers are better – What I mean by this is, don’t go after 100,000 clicks in a month on your site or put effort into getting 5,000 shares. The masses don’t buy your products or services, specific individuals do. It is best to get 150 responses from ideal prospects than to get 1,000 “general” responses and only 20 are ideal customers. It’s not about reaching the masses, but reaching a mass of niches.

2. Invest in loyalty – The loyalty I’m talking about here is not giving people discounts for doing business with you, but engaging with the right customers, with the right message, at the right time. It’s about developing brand loyalty. Using discounts turns your customers into bargain hunters. Invest in creating a brand that thrills and wows your customers and then invest in advertising that brand in a meaningful way. You must first, win their heart before you win their loyalty.

3. One-on-one marketing – Instead of having masses at the center of your advertising plan, make the individual the core place you start. Deliver highly personalized messaging and you’ll get the right masses. This goes back to “you can’t be all things to all people.” The best brands don’t. The right strategy is about consumer-centric media, not mass media. It’s not digital vs. traditional, but make use of personalized content. This makes non-targeted channels like TV effective in driving new trial awareness, while avoiding wasted media spend on delivering irrelevant messages to the wrong consumers.

The era of big data is upon us and you have the ability to measure everything. Just because you can measure it, doesn’t make it useful. Brand marketers who transform their marketing strategies into brand-building strategies with big data as a guide, not a crutch, will secure long-term competitive advantage and, more importantly, build long-term loyalty with their consumers. Those that don’t will lose, despite having access to a volume and quality of actionable data that is unprecedented.

About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

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