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
