Increasing brand awareness: Businesses share their tactics

Building brand recognition will be marketers’ top priority for the upcoming year, ahead of customer acquisition, retention, and advocacy, according to Nielsen’s 2022 Annual Marketing Report.

Consumer technology dominates the importance of brand awareness among industries, with electronics and cellphones taking the lead over apparel and footwear.

We consulted industry leaders in marketing, data, agency, and communications to get their opinions on how to justify spending on awareness.

Creative strategist Michael Lamb from M&C Saatchi Talk “We want to be discussed,”

Achieving a favourable share of the conversation is the goal. We want reputable journalists to write about the company. individuals discussing and interacting with the brand on social media channels, as well as expert commentary. We’re finding insights through this method that will help us better define marketing tactics. We now know who is aware of a brand, as well as what they actually think and feel, and most importantly, whether or not they are purchasing its goods or services.

Cedarwood Digital’s creator and director, Amanda Walls, says that measuring brand awareness requires a multifaceted approach.

To determine how many people are directly searching for our brand even if they don’t click on it, we frequently mix standard PR & reach methods with direct data analysis tools (Google Search Console, for example) (so how many impressions they are receiving). This then enables us to assess the merits of whatever marketing efforts we are making.

We often assign a value to each consumer based on how engaged they are with the website from the perspective of return on ad spend (ROAS) (how much time they spend on the website and the types of pages they visit). We can assess how successful our brand awareness initiatives are by mapping this to the data from Google Search Console and analytics, and we may assign a loose ROAS to them.

Marketing director at Relative Insight Jessica Lewis: 

“Smart technology can help analyse brand efficacy.”

Instead, we prefer to concentrate on brand “perception,” using AI and qualitative and quantitative text analysis to help businesses understand why customers have certain opinions of a brand, how they distinguish it from rivals, and precisely what it is that they like or dislike about a given good or service. These insights offer a lot more colourful picture and can help shape an effective marketing plan much more effectively than a word cloud or simply counting the number of brand mentions ever could.

Data partner Steve Richards of Wunderman Thompson UK “Research and focus groups are effective.”

We employ a mixed economy, combining several techniques such as traditional market research surveys, internet focus groups (conducted on a global scale), real-time website analysis, and sophisticated econometrics. We directly model our web analytics and econometrics to sales or ask questions about buy propensity to nest ROI into all of our data.

See if organic visitors convert to repeat customers, advises Giorgos Mouratidis, marketing lead at Stasher.com. We use a variety of metrics to define and assess brand awareness, mostly by keeping an eye on social media and tracking mentions in our key areas. Analyzing the volume of our branded searches and the proportion of our organic visitors who make subsequent purchases are two more methods. Overall, we rely on offering a fantastic customer experience to develop brand trust. Custom dashboards and analytics are used to calculate ROI and to determine how branded words and direct searches affect overall sales.