Question

what are the main reasons for the new campaign? How do you recommend they measure results?

Answer 1

There are different reasons for the new campaign. The first reason is the change in goals and objectives, willing to be achieved. It requires a new campaign to help them achieve the goals. For example, a campaign focused upon brand awareness, will work differently to the campaign run to achieve the sales for the organization. The second reason is the change in the target segment to be addressed. On campaign cannot address the concerns of all the target audience. Hence, there is a need of a new campaign to be launched so that different types of audience are well covered. The third reason is the change in medium of communication and promotion. When a method or channel of communication changes, then there is a need of new campaign so that it can effectively convey the message.

They can measure the results, in following recommended ways:

1. Setting up relevant metrics that will be based on campaign goals and objectives. If it is for sales, then total sales revenue should be the metrics to judge the performance of the campaign.

2. Conducting some benchmark comparison with the results achieved via metrics and observe the improvement in performance metrics.

3. Time series study of the results achieved. It means that data of one week can be compared with the data of another week.