Dan Wilson’s Post

This is what the comms industry needs - data to prove what already makes common sense to most of us - that marketers should be investing media more in brand comms that earn attention, as opposed to paying for people to see advertising they don't care about and increasingly won't see. The old days of hitting people over the head repeatedly with a message until it annoys them enough to pay attention, increasingly don't work and require too much money. Create stuff that people will care about and share, and your reach, engagement and outcomes will be exponential. Media companies and advertising companies are no help in proving this because it's not where they make their money and PR companies don't have the resources because they haven't had the budgets. The opportunity for the future of brand comms is in the gray area inbetween advertising and PR.

As a CMO, PR was always a channel that I struggled to accurately measure. It fell into a bucket with Influencer and Events, of budget investment we found hard to accurately attribute ROI. This was manageable during the good times of triple digit growth, where you could assume a good level of performance traction. However this quickly changed during periods of growth slowdown with scrutiny falling, perhaps unfairly, on the harder to measure channels. Our data team at the time experimented with building our own MMM solution, but it was a challenge to get off the ground. Internal expertise was not quite specialised enough to run the modelling and most external SaaS suppliers at the time were focused primarily on click based models, which wouldn't solve this measurement blindspot. If I had my time again? I'd pursue an impression based MMM solution to provide high-level channel performance insight (on a quarterly cadence), whilst combining a digital campaign performance diagnostic framework to ensure effective, in-channel optimisation (on a weekly cadence).

Do you struggle with evaluating if you've had success with your paid media investments? 🔵 Evaluating Success in Paid Media Investment: Unlocking the true potential of paid media involves more than just crunching numbers. 📊 It's about understanding the intangible but invaluable aspect of brand building. The brand building effort can sometimes be intangible and difficult to measure, however it plants a seed 🌱 in the viewer's mind that can grow over time. 🔹 Even if they don't reach out right away, your brand is leaving its mark on viewers, embedding itself in their minds for future decision-making. 🔹 Think of it as planting seeds of awareness that grow over time, eventually leading to website visits or inbound calls. 🔹 The beauty lies in the long-term revenue streams that emerge, stemming from that initial brand impression. 💡Remember, tracking paid media success requires looking beyond immediate conversions and considering long-term brand building! Focus on nurturing that connection, and watch as it translates into sustainable growth and loyalty. What are your thoughts on measuring ROI for paid media? Share your experiences in the comments! 👉 Do you want to learn more? 🔹 Find the full episode and more here: https://hubs.ly/Q02wzqYc0

In the same way there's been the age old debate between the role/responsibilities of marketing and sales teams, similar can be said for the role between brand and performance marketing. The two are symbiotic, one doesn't work without the other. A much bigger focus on creativity is key, especially when paid social, programmatic or other creative channels are a primary driver. The beauty of performance is the ability to then adopt a test, learn, scale mentality. What resonates with us as marketers doesn't necessarily translate to the markets we're reaching. A/B test the hell out of your creatives and use your primary KPIs to determine the effectiveness.

It's not PAID vs EARNED; it's the art of harmony! 🎶 Craft a strategy that blends the instant impact of paid media with the enduring influence of earned media. It's about striking the right chord for lasting success. Let's demystify the marketing journey together! Drop a ✨ in the comments if you're ready to conquer the world of PAID and EARNED media! #MarketingMagic #PaidVsEarned #UnleashThePotential

It's not PAID vs EARNED; it's the art of harmony! 🎶 Craft a strategy that blends the instant impact of paid media with the enduring influence of earned media. It's about striking the right chord for lasting success. Let's demystify the marketing journey together! Drop a ✨ in the comments if you're ready to conquer the world of PAID and EARNED media! #MarketingMagic #PaidVsEarned #UnleashThePotential

It's not PAID vs EARNED; it's the art of harmony! 🎶 Craft a strategy that blends the instant impact of paid media with the enduring influence of earned media. It's about striking the right chord for lasting success. Let's demystify the marketing journey together! Drop a ✨ in the comments if you're ready to conquer the world of PAID and EARNED media! #MarketingMagic #PaidVsEarned #UnleashThePotential

It's not PAID vs EARNED; it's the art of harmony! 🎶 Craft a strategy that blends the instant impact of paid media with the enduring influence of earned media. It's about striking the right chord for lasting success. Let's demystify the marketing journey together! Drop a ✨ in the comments if you're ready to conquer the world of PAID and EARNED media! #MarketingMagic #PaidVsEarned #UnleashThePotential

It's not PAID vs EARNED; it's the art of harmony! 🎶 Craft a strategy that blends the instant impact of paid media with the enduring influence of earned media. It's about striking the right chord for lasting success. Let's demystify the marketing journey together! Drop a ✨ in the comments if you're ready to conquer the world of PAID and EARNED media! #MarketingMagic #PaidVsEarned #UnleashThePotential

🚀 Key Steps to Measure Your Marketing Efforts Effectively Are you juggling your owned, earned, paid, and shared marketing efforts without a clear way to measure their impact? 📊 Follow these steps: - Integrate Your Channels: Connect all your media channels to a single monitoring tool for unified data. - Set Clear KPIs: Define success metrics for owned, earned, paid, and shared media. - Use Real-Time Analytics: Respond instantly to changes with real-time tracking. - Analyze the Data: Uncover patterns to refine future campaigns. - Create Comprehensive Reports: Present key insights in a clear, visual format. Read more in the full article below to discover how media monitoring tools can simplify your measurement strategy! #Marketing #PR #Branding #DataDriven https://lnkd.in/ecyvGyYR