Can brand awareness be measured with direct response style digital campaigns? I think yes. Here is why:
Digital media keeps marketers honest. There is either engagement or there is not. Let’s say your “digital media campaign” consists of display (measure click throughs), email marketing (measure delivered, opens, clicks and possibly completed landing page forms), paid search
(measure impressions, clicks, time on landing page, completed forms). Okay. Also Facebook – a paid media spend, sponsored story. Are you with me?
If, clicks and views, shares,Tats and completed forms, are indeed engagement, which it seems they are, than a solid direct response campaign should indeed generate sincere brand engagement.
Many see direct response as simply executed and measured. You can design a full researched, creative, effective ad, that happens to be measured in a direct response style. Multiple campaigns within a myriad of digital media types create measurable brand awareness.
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