Comment comprenez-vous la réaction de votre public à la publicité ?

What is your main goal? Are you trying to bring sales? Are you looking for people to sign up for webinars? Are you looking for reach and brand awareness? Or is it anything else? All these goals will have different types of advertising, each has its own objectives and will require a different kind of approach.

Working in a media industry for almost two decades, I believe before proposing or planning any media activities for the advertiser, one needs to deeply understand their business like, where they see their business going in next 12 or 18 months , who are their customers & where they come from. Any specific challenges pertaining to market , customers, product they are facing to be addressed and what are their expected end goals from the campaign. Basis the deep probing and better understanding of their businesses , one can define campaign objectives and build activities using several online and offline connected-media solutions.

The measurement of results will vary depending on your ultimate goal. Are you looking to drive sales for the company, promote an event, or perhaps increase brand awareness? The clearer you define your objective, the more effective the strategy you can develop. For instance, if your goal is to generate sales, then the key metric would be CPA (Cost Per Acquisition). Focusing on other metrics like CTR or CPL might lead you astray. A campaign may generate numerous inexpensive leads that make your marketing efforts appear successful at first glance. However, these leads could be irrelevant and result in zero sales. Therefore, it is crucial to consider the entire sales funnel rather than concentrating on specific metrics.

While metrics like impressions and conversion rates steer the ship, there's a hidden gem in the uncharted waters - forging an emotional connection. It's not just about eyes on the screen, but about captivating hearts and minds. Genuine engagement sprouts from authentic storytelling that resonates deeply, fostering loyalty beyond measure. In the pursuit of decoding audience responses, I'm a strong advocate for experimental escapades. Unconventional surveys, immersive virtual events, or even audacious social media quests can unveil insights that traditional methods tend to overlook. Also, running bite-sized A/B tests empowers us to swiftly shift directions, fine-tuning based on real-time user feedback rather than mere assumptions.

This simple starting point is disregarded far too often. As marketers, our job is to focus a client's answer that question: what, specifically, are we trying to do with the campaign? With often broad pressure from internal stakeholders on messaging, this can be difficult for our client to answer. We always start with a simpler version of the question: if this campaign can only do one thing well, what would it be? Leaning into this question, and getting an honest answer, is the best and only way to establish a road to success for any campaign.

Depending on your budget, you may go as large as multiple in-person study groups or as small as doing free research using AI tools like Adaily or BuzzSumo to collect information about what is already working and create something similar based on that data. The results and metrics are also good response indicator - the popular ad can go viral and be shared by users like a post, on the opposite side, the bad ad won't attract much attention.

Sometimes a simple app that allows your visitors to leave a comment about whether the add convinced convinced them about the product. Interactive measures can sometimes give you a more clear picture than just seeing how much traffic was on the post can help more

Implementing Google Analytics is a MUST for understanding the response of your audience to your ads. However, if your tracking setup in Google Analytics is incorrect, it can significantly distort the data and lead to misguided conclusions. These include misjudging the effectiveness of marketing channels, misunderstanding user behavior, and making flawed decisions based on skewed data. To prevent skewed results, it's essential to be aware of common tracking errors. ❌ 1. Duplicate Tracking Codes ❌ 2. Misconfigured Tags ❌ 3. Missing Event Tracking ❌ 4. Ignored Filters ❌ 5. Not Setting Up Goals REMEMBER. Accurate tracking doesn't just prevent errors; it offers significant benefits and helps you understand the response to your ads.

Your analysis methods depend on your channel and goals. For an entirely online user journey, you can track every step. Use UTM tags to monitor customer sources and apply web and app analytics tools to observe the funnel, from viewing ads to purchases or app downloads. For more abstract objectives, such as increasing brand awareness, measuring effectiveness can be more challenging. In this case, you may use mass surveys, asking questions like, "Are you familiar with this brand?" When it comes to marketing methods, aim to test as many as possible. Base your decisions on data and actual performance results rather than gut feelings. Keep in mind that you are not the target audience, so always allow them to determine what works best for them.

Look for patterns in the data you've collected - if many people mention liking a certain aspect of your ad, that's a positive sign. Likewise, if a common theme emerges about something they dislike, you'll know what to improve. Pay attention to trends and consistency – it can reveal valuable insights. When analyzing experiments, note which ad versions perform better and try to understand why. Dive into the numbers from tracking and analytics – high engagement suggests a positive response.

How can you know if the results are correct? When you ask someone: what do you like about my brand? You are already saying that they must give you a positive input. If we made the wrong question our results will be the same. If we ask: if you were the owner what would you do with the business? Will give you more insights and more space for interpretation. Forcing a reaction, either negative or positive, is the best way to find what is working and what just sucks.

Sometimes the simplest way is to look at not only the traffic on the add but how much of that traffic is translating into sales! At the end of the day what you are interested in is sales. Having lots of traffic but almost no change in sales means you need to re-examine something! Having less traffic that actually translates into sales means you are doing something right! So looking at the change in sales and not only the traffic on the add is a good basis for analyzing the effectiveness of the adds.

When comparing campaign data to benchmarks (historical/competitor/category), the context of data used in the comparison is arguably more important than just identifying patterns, trends and correlations. I learnt 3 factors to evaluate context: 1. Degree/Strength: What's the degree of correlation (r value)? 2. Scale: Is this result a one-off or recurring observation? How does this result compare to our historical campaigns? Our top competitors? Our category? 3. Timeframe: Is this applicable/observed at just 1 moment in time? Or is this observation evident across multiple moments in time?

By acting on what you've learned, you can create more effective ads that connect better with your audience: if people liked a specific aspect of your ad, consider emphasizing it in future campaigns. Address any dislikes by making necessary improvements.

It's about iterative improvements. For example, you might start with an ad copy that you think will resonate with your audience. But after monitoring the performance, you find that it's not getting the expected engagement. That's your cue to tweak the copy, maybe make it more compelling or address a pain point more directly. This process of monitoring, analyzing, and refining is what makes an ad campaign successful. It's like fine-tuning a musical instrument - the more you tweak, the better it sounds.

Here are some additional ideas: 1. Analyze sentiment - Use sentiment analysis tools to understand the tone of customer comments, reviews, and social media posts about your brand and advertising. 2. Conduct surveys and polls - Pose brief questions to your audience via email, social media, ads, or website to gauge awareness of and attitudes toward your marketing campaigns. 3. Analyze traffic sources - Review where your website traffic is coming from to see which advertising channels and campaigns are driving the most engaged users. 4. Pay attention to complaints - Take customer complaints and negative feedback seriously to identify issues that could turn more of your audience off.

What a fast and exciting journey to make social media scheduling better! 🎉 As someone who really loves using technology and being creative online, I've discovered that making scheduling posts like a form of art can really make your brand more noticeable on the internet. Imagine personalized calendars for your content, like a map that helps you plan things, making sure your posts match what you want and tell a story that gets people interested. And guess what? Tools that help things happen automatically are like your helpers behind the scenes. They give you more time to create awesome content that gets people to stop scrolling and look at what you're sharing.

Understanding your audience's response to advertising involves a mix of data analysis, feedback collection, and ongoing evaluation. 1. Define Metrics 2. Leverage Analytics 3. Segment your audience. 4. Run A/B tests. 5. Collect direct feedback 6. Social Listening 7. Competitor Study - comparison 8. Fine-tune targeting, messaging, visuals, and platforms. Regularly analyze data, seek feedback, and remain flexible in adjusting your advertising approach to better connect with and engage your target audience. Remember, audience response is an ongoing process.