Click-through rate, likes, conversions, cost-per-click…as branded content evolved into the workhorse of digital marketing, huge importance was placed on quantifying its effectiveness and attaching data to each dollar spent. But are your longstanding quantitative metrics still the best choices? Or is an outdated approach skewing your perception about which activations are worth the investment?
Conversion is the ultimate goal for any advertising effort and can lead to a disproportionate focus on the bottom of the funnel, typically at the expense of the mid-funnel.
Map out the true consumer journey and understand all of the touchpoints that led - or led away from - ultimate conversion.
Optimizing campaigns for attention as opposed to viewability led to an 85% lift in familiarity, a 77% lift in perception and a 180% more correlated to ROI.
Gives insight into whether or not your content actually influenced perception or purchase intent.
The learnings you take away from qualitative analysis have a huge impact on those lower funnel metrics.
Watch "Rethink Your Content KPIs: Capture Better Insights With Qualitative Measurement", a Nativo webinar, on-demand now to learn:
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Nativo worked with a leading beauty retailer to create educational content, amplifying LGBTQ+ voices and beauty brands