Measurement-Analysis

The evaluation of PR campaign effectiveness is controversial. Forget for a moment the inadequate practitioners that insist all PR must have a benefit so better just get on with it than devote energy to measuring it, and you’re left with an array of evaluation processes as diverse as the number of agencies. Return on investment The most over-used term is ROI. And that applies to all marketing disciplines not just PR. For example, I posted last week about the winners of OnMedia’s Best of Broadband Advertising awards , yet when you read the rationale justifying OnMedia’s selections only three out of ten make an attempt to link the campaign to a fillip to the client’s bottom line. “Creative” and “ROI” are not synonymous. ...

ESPN pulled the plug on their cell-phone product after investing $150m including $40m in advertising. This is precisely the failure market research is intended to prevent. How can business harness customers and prospective customers to improve their hit rate and time to market? The following simple figures demonstrate the difference between traditional market research and continuous engagement. There are dozens of differences between the two approaches. Research is ad-hoc or at regular intervals whereas continuous engagement is, well, continuous. Research is one-way, and engagement is two-way. Research is devoid of any direct brand benefit (and research purists will claim this is beneficial) whereas continuous engagement inculcates brand loyalty. Here’s a list of the primary differences: ...