At last, a really effective method for businesses to measure their Return on Investment in PR

Posted: April 29, 2015 in Opinion
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Having been in the Marketing/PR sector for most of my working life, it has always been difficult to give clients a really effective way to measure the success of their Marketing/PR budget. However, with the advent of digital activity, the Marketing/PR spend and the Return on Investment (ROI) can be much more accurately measured.

social-media-logosKey Performance Indicators or KPI’s should be agreed at the start of any campaign e.g. such metrics as key messages to be covered, share of voice, prominence, positive sentiment etc. Some of the most useful tracking tools for evaluating effectiveness of a campaign are Google rankings, marketing qualified leads, social shares, and cost per lead. Now we can also see how customers/consumers are interacting with brands through digital analytics and social media listening, allowing advertisers to capture conversations and feedback which 10 years ago was not possible.

So with this greater sophistication in measurement and the ability to fine tune campaigns to reflect consumers comments and reactions to particular messages, businesses can really learn what their customers feel about them. This means that advertisers can now much more effectively target their budgets with clear relevant messages.

pretA perfect example of the effect of an advertiser listening to comments from social media, is sandwich chain Pret A Manger who is re-launching its Quinoa Rice Pot after customers took to Twitter demanding that vegetarian products be made suitable for vegans.

Just look at some of the other High Street brands who have embraced social media, such as Starbucks UK with 1.35 million likes on Facebook, and Costa with 1.25 million. If you are currently promoting your business without using social media, and the resulting ability to measure the effectiveness of your marketing spend, you are missing an important element of conducting business in 2015 and beyond.

If you need help in planning your PR or Social Media activity, please do not hesitate to call us.

Rob Petersen, MD

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