Measuring brand effectiveness online can be somewhat tricky… but there are definitely some different techniques that can be valuable to look at if you spend the time and effort to do so. As the marketing father Philip Kotler preaches; one of the best ways to measure your ongoing performance is to use benchmark studies. You need to measure brand performance and satisfaction in order to see how you are performing online and in order to place further investments.

The best way to this is to look at various sources of information and study them separately as well as comparing them to see if you can see any patterns. Start with defining your top online competition and top offline competition and see what type of data and external KPIs you can measure against each other. Yes, it is true you will never be able to see your competitors exact traffic numbers or funnel analysis, but everything that is visible in the search engines (ranking), negative and positive blog posts, press releases as well as the number of negative brand communities is data provided to you - and it’s free.

If you know which areas to look for information - what keywords to use to understand your competitive situation, how well their brand is occupying the Internet, their search engine rankings, you can draft a scorecard and measure yourself against this competition.

In the section of SEM methodology, you can read more on this in the PDF file “How is your brand doing online?“. This discusses how to use the Brand Perception Modelling for online measuring on your brands success (or non success!)

This entry was posted on Sunday, November 11th, 2007 at 9:24 pm and is filed under Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.