How would Enquiro measure & track branding campaigns?

Over the last decade, most, if not all, companies have transitioned their brand from their traditional brick-and-mortar identity to a global online presence. However, building a website does not guarantee a brand presence online - it isn't enough to put an open sign up and wait for the customers to come flooding in. In fact, brand marketing is an entirely unique paradigm when overlaid onto the Internet. However, even if the paradigm and the processes are different, the struggle is common - how do you build a brand for an audience? How do you become the recognized brand of choice? How do you make your brand visible?

If a poorly managed brand identity and reputation can hurt a company (see “Dell Hell”), forcing sales to plummet into despair, then it only stands to reason that a well managed brand can increase sales. Traditional marketing used to focus on building WOM - consumer initiated marketing needs to do the same thing! It may not seem like rocket science, but proper brand management builds customer loyalty. In fact, research conducted by McKinsey & Company in 2000 suggests that strong, well-leveraged brands produce higher returns to shareholders than weaker, narrower brands.

The difficulty, as we see it, is that the immediate return from a branding campaign is difficult to reconcile, if only because the objective is not necessarily to create or drive conversions/sales but to increase the visibility, recognition, and identification of the brand by a core target market. For measuring and tracking the campaigns effectiveness there are a few options:

• Run a share of voice and impression campaign – resolve to track metrics such as CPM (potential campaign organization) and impressions for broad match and branded keywords – in addition, improve bounce rates, pages viewed, time spent on the website, and repeat visits from branded keywords – through these metrics and the addition of unique appends to each landing page you can derive a complete share of voice and track improvement.
• Use cookies – create first person cookies attached to the unique landing pages of the branded campaign and measure return visits, level of engagement, any conversions attached to the cookie, pages viewed, time spent, and most importantly, lifetime value of the initial click.
• Run as a standard PPC account – derive a real BE rate for branded queries based on a complete historical analytics analysis and ensure metrics stay below that rate.
• A combination of all – we prefer this option – a branded campaign should be profitable as well, and not produce a negative ROI under the guise of “branding” – we need to track real lifetime value and prove that branding is working.

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