Page 101 - The EDIT | Q1 2017

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Long View
ot a 360 creative strategy”
that we have all witnessed.
Thoughtleader
how many consumers were led into getting more information about the product — a necessary precursor to an actual sale. Measuring video
views tied to a commercial and then seeing the video ad recall rate will be more insightful than
just measuring the completion rate. Similarly, a branding campaign will have an impact not only on the share of buzz ad effectiveness, but also on the share of search.
Generally, the focus should not be on a particular media or touchpoint that delivers the final sale without seeing the bigger picture and understanding the impact of other media and activities in
priming this activity. Ideally it is recommended
to have a structured thinking around the role
of communication in the campaign and then evaluating the media, brand and business metrics in
totality. These can feed into generating new insights into the media behaviour of today’s consumer.
Choosing this metric and consistently measuring against this metric is what really matters.
This is where we meet with another of the biggest challenges for marketers — the fine art of balancing the need for short-term sales improvement with long-term brand success. There exists an apparent tension between short response activity and long- term business outcome for the brand.
“Long-term results cannot be achieved by piling short-term results on short-term results.”
Peter Drucker
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THE EDIT ISSUE 05 | Q1 2017
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