Brand awareness is often an objective, metric, dream that gets thrown around in marketing strategies, content plans and senior management meetings, but what does it really mean? And more importantly, how do we measure it if we actually succeed?
Some may measure conversions, others may measure followers; but do either really touch on that brand awareness element? Awareness to those that may not be ready to buy, or aren’t on socials to follow? Does it consider those who watch your ads but walk away with zero recollection of the logo and catchphrase that just appeared on their TV during the ad break of their favourite on-demand show?
This is where a brand lift study comes into its own. Here’s what it is in a nutshell:
Brand lift refers to an increase in user interaction with your brand due to an advertising campaign. Brand lift does not necessarily translate into an immediate sale, but it does indicate a positive shift in user engagement with your brand. Marketers and advertisers quantify a brand lift with numerous metrics, such as brand awareness, brand perception and intent to purchase.
The primary purpose of conducting a brand lift study is to identify the extent to which a marketing campaign has influenced consumers’ awareness, consideration, preference, and other relevant metrics. These insights can be used to optimise future marketing efforts, make more informed decisions about marketing spend, and ultimately drive better business results. Sounds good, right?
Can I measure brand lift:
There is a few different ways brand lift can be measured:
Primary market research
Primary market research includes data gathered from surveys, interviews and focus groups. This type of research usually focuses on brand awareness, brand perception, brand recall, brand favourability and intent to purchase and helps you determine which factors are driving brand lift, allowing you to shift focus to those areas.
Quantitative metrics
You can use quantitative metrics to get before and after views of your brand performance. Start by identifying the specific brand lift benchmarks and their associated metrics. Measure those metrics before and after your advertising campaign to identify changes that indicate brand lift, such as attracting new followers or customers.
Listen for the social buzz
The more people are talking about your brand, the better. You can use various social listening tools to monitor what’s said about your brand on the web and social media to detect brand lift. These insights can help you determine if there are more conversations about your brand and if there’s been any shift in brand perception.
How do we measure it at Crimtan?
We analyse the impact of a single campaign on a brand’s search demand by comparing the search demand after the campaign starts that is expected (based on a statistical model) with the actual search demand.
This analysis is not only able to quantify the brand awareness impact of the campaign, it can also imply whether the brand awareness is a permanent change in demand or a short term spike that the public is already forgetting.
And we can determine exactly which activity is causing this uptick by closely following performance metrics, such as daily impressions or spend, which enables us to identify individual sources of brand uplift. By closely following brand lift metrics, you can determine which channels are drawing in the most traffic and customer interactions. This ability is vital in a marketing ecosystem where trends are changing all the time.
If you would like to find out more about how Crimtan studies brand uplift and how you can maximise your marketing and advertising, get in touch today.