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  • How do you measure the performance of branding marketing?

    Dong Li
    4 replies
    It's easy to measure the performance of leads generation. But usually marketing efforts are taken to improve the company branding. I'm wondering how do you measure the return of these efforts and investment?

    Replies

    Sparsh Sangai
    It is very easy to measure measurable KPIs and prove performance. But same is not possible for a branding exercise. There is essentially no way to measure customer’s feelings about your brand in a quantitative way. Sure you can use surveys to assess what people said before and after a particular campaign but that only works when you are significantly trying to build a new brand story. Essentially every other way is a lot more qualitative. The best in my opinion is to listen to the conversations on the internet. You can use social listening tools to track them.
    Dong Li
    Kyligence Copilot
    Kyligence Copilot
    @sparsh_sangai Yes. I am also think that maybe we can use the traffic of website, eg Unique Users or Page Views, as the performance of branding. Say if the branding is growing, more people will know the company and visit the website.
    Jabari Zuri
    By brand awareness & conversions and all.
    Dong Li
    Kyligence Copilot
    Kyligence Copilot
    @jabari_zuri What KPI do you prefer to measure brand awareness?