Campaign Advertising Effectiveness Research

Our research into the effectiveness of B2B marketing campaigns has identified four critical success factors which we can measure through advertising effectiveness research:

• Campaign Impact: impact has 3 purposes: catching attention; driving a response; creating memorability. A campaign needs to get noticed, often on a crowded website, across noisy social media channels or in a dense publication. Preferably it should drive an emotional response to prompt an action at the time a buyer is in-market or prompt a call-to-action of some kind at the time the campaign has been noticed.

• Campaign Resonance: It is vital that a campaign resonates with the target audience on the “3 Cs”: it needs to be clear, credible and compelling. Often campaigns that evoke an emotional response (e.g. by appealing to pain points or feelings) resonate more strongly.

• Brand Fit: A campaign must align with the identity of the brand. Campaigns should display consistent brand elements to ensure that they support the ultimate goal of building the brand. The message, the colors, and the creative should all be “on brand”.

• Brand Favorability: A campaign shapes brand perceptions so it is important that it increases favorability towards the brand in some way. It is therefore necessary to explore shifts in brand perceptions as a result of the campaign, e.g. if the brand is now seen as more innovative, more flexible, more trusted, etc.

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