Evaluating the Effectiveness of Brand Marketing in Nigeria

Evaluating or measuring the effectiveness of brand marketing is an important aspect of marketing and business growth; it illustrates the purpose of a marketing campaign. Companies measure marketing outcome from mostly the consumer’s point of view, including all marketing within a continuous period of time.

Using an established methodology to evaluate marketing effectiveness helps companies accurately measure performance or growth and assess business needs.

According to Wikipedia Marketing performance measurement and management (MPM) is a “term used by marketing professionals to describe the analysis and improvement of the efficiency and effectiveness of marketing. This is accomplished by focus on the alignment of marketing activities, strategies, and metrics with business goals. It involves the creation of a metrics framework to monitor marketing performance and then develop and utilize marketing dashboards to manage marketing performance”

Here are 5 tips to help evaluate the effectiveness of brand marketing in Nigeria

• Have a deep understanding of your audience: Every good content strategy starts with your audience. You should know who your prospective clients are and why they may be interested in your brand. Understand the values, beliefs, attitudes and interests of your customers. Knowing your audience and continuously listening to them provides valuable insight into how to connect with them in ways that they will understand.
  
• Use catchy brand Messages:  Create brand messages that are catchy, brand names that are catchy and emotional. It also needs to be useful, usable and/or entertaining. You want your audience to engage with your brand.
  
• Have a content governance framework in place: Have senior leaders in your organization responsible for overseeing your content marketing strategy. You should have editorial guidelines in place to ensure your message is consistent with your brand voice and reflects your organizational values. Executive-level accountability and guidelines are essentials for managing your content creation in a way that consistently delivers against your objectives.
  
• Have different channels: Have content distribution and activation plan in place. Every time a great piece of content is buried on a website and goes un-shared this content marketer sheds a tear. Be sure your content has a chance to be seen by going to where your audiences are,  that could be social media networking sites, search engines, popular websites or blogs. Tailor your content to suit the environments where it will be displayed. Your toolkit to activate content across these many channels is limitless with paid, earned, owned and shared tactics at your disposal.
  
• Know what ad campaign is more effective: You should always monitor the performance of your content to understand what’s driving the greatest reach, engagement levels and total conversions? It could be social advertising, billboard ad, TV ad etc.

If you are thinking of advertising in Nigeria, please contact PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the bottom of this blog. We can help you identify your market and reach them. We apply both BTL and ATL strategies to project our clients’ brands to the right audience. We can do same for you at very affordable price.

Lilian Izuorah
Business Development Officer
PoiseMedia Communications Ltd