Posts Tagged ‘brand awareness’
TrueAffinity™ as a Success Metric
Measuring USPS / SpongeBob SquarePants engagement One of the most important conundrums facing marketers today is “how well did my campaign perform?” For direct response, the answer is practically built into the campaign. But for branding or sponsorships, how accurately can effectiveness – and engagement – be measured? Consumer engagement is the ultimate measure of…
Read MoreHow Coca-Cola Won the World Cup
The World Cup festivities have ended, and Team Germany has taken its victory lap. But the war between soft drink titans Coke and Pepsi is never over. Which was the off-field victor in the 2014 World Cup? There are many different metrics that can define success for marketers. I’ll review some of them in a moment, but let’s first take a look at which soft drink brand won the title of greatest growth among fans of the tournament, according to Affinity Answers data… Coca-Cola’s reach among tournament fans grew at twice the rate of its chief rival Pepsi. Affinity Answers data also shows that Coca-Cola was and is the #1 soft drink among tournament fans
Read MoreCan you “buy brand”?
Thanks to Chris O’Hara for his excellent article on ClickZ today. He covers it very well on the upcoming transition for brands – to think of their media buying in terms of their brand audience, not their media audience. This is a monumental change for brand marketing, but is inevitable. Digital is already leading charge…
Read More