Exploring new channels offers brands a chance to gain a competitive edge, but gauging their effectiveness can be complex. Our marketing measurement specialists are here to guide you in establishing a robust methodology for platforms like TikTok, Threads, and Lemon8.
Familiarize Yourself with the Channel
Collaborate with your agency team to understand the new platform’s role in the media landscape and the potential advantages it may offer. A thorough market analysis will provide insights into demographics, integration with existing strategies, and the time required to measure its value.
Understand Data Capabilities
Assess the data capabilities of the emerging channel, focusing on the seamless integration of first-party data, third-party measurement partners, and key marketing metrics. Utilize holistic metrics like Ovative’s Enterprise Marketing Return (EMR) to comprehend the full impact on revenue and customers.
Evaluate Your Marketing Tech
Scrutinize your marketing tech stack by identifying key stakeholders, ensuring alignment with business goals, and proactively addressing any gaps. Ovative’s unified marketing measurement tool, Map, offers a comprehensive view and efficient campaign management tailored for emerging channels.
Don’t Skip Testing
Before launching a substantial campaign, develop a comprehensive testing plan. Establish clear goals and hypotheses, collaborate with experts and document findings. Testing is fundamental to refining your advertising strategy for optimal results.
Evaluate Your Learnings
After conducting tests, dive into performance data, analyzing metrics like click-through rates and conversion rates. Use a holistic metric such as EMR to compare results with established channels, gaining actionable insights for ongoing strategy refinement.
Plan Your Next Steps
While emerging channels provide exciting opportunities, a well-thought-out plan is essential. Ovative’s media and measurement experts, equipped with Map and EMR, employ proven strategies to navigate and optimize campaigns on platforms like TikTok, Threads, and Lemon8.
Ready to explore new channels strategically? Connect with us to plan, execute, test, and optimize your efforts for success.