What is brand and advertising tracking?
Brand and advertising tracking , also called brand tracking, brand tracking or advertising tracking, is a market study that measures the evolution of the most important brand and advertising metrics .
Brand and advertising tracking quantifies the evolution of different types of awareness , brand attributes, purchasing and consumption habits, as well as advertising recall. All of this collected data is then related to the evolution of advertising investments and sales.
Brand and advertising tracking tells us whether our marketing activity is achieving its objectives and quantifies the contribution of each campaign to optimize communication.
All of this measurement is done for our brand and competing brands, so that we can understand how our progress compares to the competition .
Unlike other brand studies , brand and advertising tracking collects information continuously , or at least with a certain frequency. In this way, the Brand Manager can compare the results of different waves and see if the expected progress has been made since the previous one.
Until a few years ago, brand and advertising tracking was the privilege of large brands that invested significant resources in advertising . Fortunately, the automation of research gambling data korea phone number has made it possible to democratize access to brand and advertising tracking and today any B2C brand that invests in advertising can have its own tracking.
Benefits of brand tracking and advertising
Brand and advertising tracking is an essential tool for any marketing team to:
Demonstrate the impact of brand-building investment actions. Brand growth occurs over the long term and is harder to perceive unless a tool such as brand tracking and advertising is available. Without this tool, the marketing director will have a much harder time allocating part of his budget to brand building versus short-term sales promotion actions. Investing an excessive percentage of the budget in promotional campaigns can damage the brand in the long term and threaten the brand's viability.
Optimize advertising investment. Brand and advertising tracking allows you to regulate advertising investment over time. Based on the tracking data, a marketing director can increase or reserve budget for times when it is most needed.
Improve campaigns. Thanks to advertising tracking, we can identify campaigns that should be taken to the "pits" for improvement, or simply discarded for the future.
Monitor the competition. Tracking identifies successful competitor campaigns, which will allow us to adjust our marketing plans to counteract their effect.
Discover opportunities. We can also find out if there are opportunities to improve our brand among specific target audiences or if by reinforcing certain brand attributes we could gain positions.
Create better marketing plans. Brand and advertising tracking is essential for an adequate assessment of the success of the previous plan and therefore for the design of the new one.
Brand and advertising tracking questionnaire
To decide on the best questions for our brand tracking, we will need to identify what we want to know in order to make decisions. Every brand has its own strategy and objectives, so there is no one-size-fits-all brand tracking questionnaire . However, most brand and advertising tracking questionnaires incorporate questions about:
Brand awareness : we will have to evaluate the degree of consumer knowledge about the brand and competing brands, which is called brand awareness , both spontaneous and suggested, as well as the correct attribution of the brand to its sector or category.
Brand image : aspects related to the perception of the brand in the minds of consumers: what attributes it is associated with, the benefits it offers, its strengths, its uniqueness in its market, etc.
Purchasing and brand usage habits : These types of metrics focus on aspects directly related to the purchasing experience and brand usage.
Brand satisfaction and preference.
Loyalty and intention to purchase in the future.
Advertising recall . Which brand campaigns do you remember seeing and your level of understanding of the messages they conveyed?
Brand and advertising tracking. How to get started?
Creating your brand and advertising tracking is easy. At We are Testers we can help you define brand and advertising tracking that is completely tailored to your needs .
We have a team of professionals who can help you create and implement your questionnaire. You can also request reports with the data obtained, or use our data visualization tool independently.
Consistency is very important in brand and advertising tracking , so once you have defined the initial wave, there is no need to revisit the questionnaire in subsequent waves, unless you want to introduce any changes. Contact our experts to find out more details and start managing your brand with data!
