Why is it necessary for brands to track engagement?
Nearly 90% of the brands we speak to want more enquiries, more prospects, more form-fills, more leads... in a nutshell, everyone wants more RoI.
The lead generation process and campaigns—and hence the demands and metrics—are different for B2B and B2C brands.
Other factors that affect lead generation campaigns are the product category, product type and costs involved. Is it a TV that is bought once in 5 years, or a T-shirt that is bought multiple times a year? Is it a luxury item (like a handbag), a recurring purchase (like coffee) or a one-off novelty purchase (Star Wars drone, for instance)? How much does the product or service cost? Is it low-volume high margin or high-volume low-margin?
All these parameters impact the customer purchase journey, and hence the lead generation campaign.
Brand Awareness has always been a fuzzy area to quantify and report. Newly launched and early stage brands often want more of their target audience to discover them, and become aware that they exist. However, they find it hard to justify their budgets with hard numbers and RoI.
The other evening my husband and I were having a conversation about persuasion. He happens to be a lawyer, and I, a marketer, and therefore, the art of persuasion is something we consider to be of primary importance.
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Boutique or cult brands are typified by a distinct, differentiated brand personality that is amplified in a consistent, powerful brand voice. They are usually passionately built by their founders with painstaking attention to every aspect of the brand. In fact, such highly differentiated brands often struggle to find the right marketing partner who ‘get them’.