How Can Marketers Use Measures of Recognition?
You can sharpen your business marketing focus and direction using measures of recognition research to gain insight into how your audience perceives and understands, relates to and remembers your message. Measures of recognitions can improve both your offline and online marketing campaigns and give your customers greater satisfaction by effectively representing your product or service to fit their conscious motives and earn their attention, both ethically and realistically.
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Things You'll Need
- Marketing media research data provider
- Marketing media advertising agency (if desired)
Instructions
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Consult with a media product marketing research service to obtain current information about the your viewer ad engagement and retention for print, television/video, radio and online.
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Design your marketing strategies using additional information about your market niche, potential customer demographics, ad content and media outlets. Good data sources are Nielsen Media, the Radio Advertising Bureau and iMedia Connection.
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Structure your print publication product marketing with recognition research from services such as Starch Readership service or Experience Media.
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Direct your print media marketing using measurements of recognition data to the readers who not only saw your ad, but also those who associate with your brand.
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Shape your print ads with this information to create compelling ad copy, best ad size and position and using the most relevant publishers. Incorporate information from measures of recognition research on competing ad copy, color and design to stand apart from the competition.
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Strengthen your television and video marketing strategies with viewer recognition measurement data from sources such as Arbitron and Global Information. Track audience engagement with viewer measurements of recognition to maximize your video marketing advertising campaign on digital TV, Video on Demand, mobile devices and other platforms.
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Place advertisements on Google AdWords TV Ads service and use this powerful combination of video advertising and viewer retention measurement tools to widen your audience. Manage your video ads for best results using reports giving comprehensive audience viewer recognition behavior, such as average time watched, viewer percentage and viewers per household.
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Market online effectively using measurements of recognition data to create and present more compelling, effective and targeted web content and media. Reports from The Interactive Advertising Bureau reveal that digital marketing campaigns guided by accurate recognition data give better sales results and higher ROI in online advertising budgets.
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Design your online presentations using valuable data from Jakob Nielsen's research on website usability and how viewers' web browsing behavior, such as eyetracking and navigation patterns, impacts measurements of Internet user recognition.
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Tips & Warnings
Note that few ads are evergreen. Viewers accustomed to rapid-fire online media are more impatient and increasingly tire of repetitive ads, tuning them out after relatively short exposure.
Employ the services of an ad agency or marketing firm for creating and managing complex, mixed-media marketing campaigns.
Be aware of the increased need that social networking, media sharing and other online advances place on the importance of timely measures of recognition in the world of digital marketing.
No amount of viewer recognition will counteract unethical or intentionally misleading advertising. It'll only lead to negative measurements of recognition.
References
- AllBusiness: Context Effects on Recall and Recognition of Magazine Advertisements
- Association for Consumer Research: Recall Versus Recognition As a Measure Of Price Awareness
- Journal of Marketing Research: Raising The Bar: Bias-Adjustment Of Advertising Recognition Tests
- Radio Ad Lab
- Entrepreneur: Understanding the Interactive Effects of Emotional Appeal and Claim Strength in Health Messages
Resources
- Photo Credit genau du image by Yvonne Bogdanski from Fotolia.com
