With a growing number of marketing mediums, there are several ways to evaluate the effectiveness of campaigns. From traditional techniques, to more modern digital methods, marketers have a variety of tools when it comes to measuring their success. One way marketers can evaluate their campaigns is through message evaluation. This is great for getting subjective information about the ad’s messaging and how it fits with the target market. Tools like surveys and focus groups allow consumers to give input as to how the ad affects their perception of the brand, and whether or not they are motivated by the campaign (Ashe-Edmunds, n.d.). These may be more time consuming, and have higher costs associated with them. Marketers must distribute surveys, or hold gatherings, collect information, and then analyze it.
Another method marketers can sue is online analytical tools. These are much quick than the above method, as they allow marketers to collect data at any point in time. If the campaign’s goal is to increase website traffic, the marketing team can easily track how many people are visiting the website, and what pages they are going to (Ashe-Edmunds, n.d). This allows brands to quickly gather data, analyze it, and then incorporate any adjustments into their campaign. This is great for social media campaigns, as many platforms already come with their own built-in analytical tools.