How do I measure brand lift SMT Shorts with Peter Friedman

Introduction

A number of people on social media have been saying that measuring brand lift is fuzzy, that you can’t measure it, and that you can't have ROI. But the reality is that we’re in business to meet business goals, and yes, we can measure brand lift and even achieve ROI from it.

The critical measure is to assess customer loyalty and brand engagement. Having a high number of fans or likes on social media alone isn't sufficient. You need to evaluate whether customers are committing to your brand by participating in discussions, how frequently they talk about you, and whether they are sharing your content, thereby giving you virality.

To measure brand lift effectively, focus on engagement metrics that signify that you're connecting with your customers on a deeper level, both mentally and emotionally. Start from social media metrics and then expand to traditional marketing metrics such as brand awareness and purchase intent. This can be achieved simply by conducting surveys and tracking sales data.

Keywords

Brand lift
Customer loyalty
Brand engagement
Social media metrics
Traditional marketing metrics
Brand awareness
Purchase intent
Virality
ROI

FAQ

Q: What is the importance of measuring brand lift? A: Measuring brand lift is essential for understanding how well you're connecting with your audience and achieving business goals such as customer loyalty and engagement.

Q: Can social media metrics alone measure brand lift? A: No, while social media metrics are important, they need to be complemented by traditional marketing metrics and surveys to fully understand brand lift.

Q: How can you measure brand engagement? A: Brand engagement can be measured by assessing customer participation, the frequency and quality of discussions they have about your brand, and the extent to which they share your content.

Q: What traditional metrics should be considered when measuring brand lift? A: Traditional metrics include brand awareness and purchase intent, which can be tracked through surveys and sales data.