A Better Approach to Measuring Brand Engagement


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This is part two of our series on the Brand JuJu Index.™ In part one, we looked at why marketers need a modern, comprehensive way to measure brand health and how the Brand JuJu™ Index takes a different approach to Experience to reveal actionable insights. In this post, we’ll look at the Engagement portion of the Brand JuJu Index. Part three looks at Brand Image and part four summarizes the advantages of the Brand JuJu Index.

A new model for brand health

The old model of measuring a brand’s health was like a conveyor belt—if you built a story around a brand and put it in front of people, they would buy. The new model is much more complicated. Today’s world is more like a pinball machine. Social media, competitive pressures, ad spending, the changing needs and values of customers—these act like bumpers the brand can ricochet from, accelerating it with different power or in a different direction than previously expected.

Consumers now engage with brands in a completely different way. It’s one of the big reasons why we built the Brand JuJu Index—to build a complete picture of how these new types of engagement affect brand health.

Identify the danger

Nowhere are these effects more apparent than when marketing to millennials. Many marketers struggle to understand how to connect with this group because it acts so differently from boomers and Gen Xers. Yet, there are plenty of brands that are popular with millennials because they embody differentiating values that millennials treasure.

A study by the CEB Marketing Leadership Council looked at the characteristics of marketing initiatives that exceeded business expectations. They found the most disruptive—and successful—creative campaigns were those that advanced a societal debate. Not surprisingly, this approach was also identified as a key differentiator in marketing to millennials.

Brands that can’t make the shift to this way of thinking, because it’s too risky or too different, are getting left behind by millennials who embrace a more modern approach to marketing. Maybe your brand has even felt this danger.

The first step to preventing this for your brand is to identify it. That’s exactly what the Engagement section of the Brand JuJu Index helps you do.

A comprehensive view of engagement

Image portraying engagement piece of Brand JuJuTraditionally, brands conduct competitive spending audits to see how they stack up against their competition. More recently, brands also started conducting social media audits to measure their engagement and share of voice. The problem is that they do both of these in a vacuum.

The Brand JuJu approach is different in two main ways. First, we look at these measurements (traditional advertising and social) together, along with on-the-go engagement (which includes real-time engagement from mobile platforms, including email, text and mobile apps), to determine a brand’s total Engagement score. Second, Brand JuJu is from the perspective of the consumer rather than from syndicated reporting sources.

So, while conversations about television ads used to happen separately from the social team, the Brand JuJu Index puts them side-by-side in the same category. This comprehensive view clearly shows how each area impacts engagement. It gives your team an opportunity to break down the silos and work together to improve brand engagement.

Looking at brand health through the conveyor-belt approach of the past is one of the biggest mistakes a brand can make. To succeed, marketers must look at their brand comprehensively—and that’s exactly what the Brand JuJu Index facilitates.

Discover more of what Brand JuJu can do for you

In future posts, we’ll look at the Image section of the Brand JuJu Index and show how all three of our key drivers work together to provide a clear picture of your brand and give you clear insights for moving ahead.

Download our Brand JuJu white paper to see how you can identify your most important issues and opportunities, then outsmart (rather than outspend) your competition.

 

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