Quality indicators
Posted: Sun Jan 19, 2025 4:08 am
When evaluating the effectiveness of marketing communications using qualitative indicators, the audience's perception and reaction are considered. Brand awareness, engagement, feedback and consumer opinions, content quality, transmission of key messages, emotional response and impact on consumer behavior are taken into account. These qualitative indicators help to evaluate how successfully marketing communications achieve their objectives and influence the target audience.
They also provide an opportunity to assess how successfully a brand influences the opinions, preferences and attitudes of its audience. These indicators include:
Brand awareness: conducting student data package surveys and research to assess the degree of recognition and awareness of the brand among the target audience.
Consumer opinion: Using research, surveys, or feedback to better understand consumer opinions about marketing communications.
Economic indicators
Economic indicators (return on investment, project profitability, customer acquisition cost, customer retention cost, etc.) can also be used to assess the effectiveness of a company's marketing communications. This data allows you to assess how successfully they affect the financial condition of the business. Let's look at the main metrics:
sales: an assessment of changes in sales volume or profitability that may be associated with marketing communications;
ROI (Return on Investment) – measuring the return on investment in marketing communications.
Communication indicators
These include the level of brand awareness, recognition of advertising messages, audience engagement, the effectiveness of using media channels, etc. They are used to assess the effectiveness of the communication process. Let's look at some of them in more detail:
Audience reach is the number of people who received messages or saw advertisements.
Target audience engagement is an assessment of the level of activity and audience participation in response to marketing communications (comments, likes, reposts, etc.).
Social indicators
Provide information on the impact on society and socio-cultural aspects:
Social influence is the analysis of changes in audience awareness, opinions and behavior that occur as a result of marketing communications.
Social media metrics – an assessment of activity in social media, including the number of subscribers, comments, reposts, etc.
To conduct a comprehensive and objective assessment of the effectiveness of marketing communications, it is better to use an integrated approach. This will provide an opportunity to better understand the results of efforts and the degree of impact on business and society.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations wit
They also provide an opportunity to assess how successfully a brand influences the opinions, preferences and attitudes of its audience. These indicators include:
Brand awareness: conducting student data package surveys and research to assess the degree of recognition and awareness of the brand among the target audience.
Consumer opinion: Using research, surveys, or feedback to better understand consumer opinions about marketing communications.
Economic indicators
Economic indicators (return on investment, project profitability, customer acquisition cost, customer retention cost, etc.) can also be used to assess the effectiveness of a company's marketing communications. This data allows you to assess how successfully they affect the financial condition of the business. Let's look at the main metrics:
sales: an assessment of changes in sales volume or profitability that may be associated with marketing communications;
ROI (Return on Investment) – measuring the return on investment in marketing communications.
Communication indicators
These include the level of brand awareness, recognition of advertising messages, audience engagement, the effectiveness of using media channels, etc. They are used to assess the effectiveness of the communication process. Let's look at some of them in more detail:
Audience reach is the number of people who received messages or saw advertisements.
Target audience engagement is an assessment of the level of activity and audience participation in response to marketing communications (comments, likes, reposts, etc.).
Social indicators
Provide information on the impact on society and socio-cultural aspects:
Social influence is the analysis of changes in audience awareness, opinions and behavior that occur as a result of marketing communications.
Social media metrics – an assessment of activity in social media, including the number of subscribers, comments, reposts, etc.
To conduct a comprehensive and objective assessment of the effectiveness of marketing communications, it is better to use an integrated approach. This will provide an opportunity to better understand the results of efforts and the degree of impact on business and society.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations wit