Measuring the success of a marketing campaign using statistics and other insights can help inform future campaigns, leading to better conversion rates and higher sales. This is particularly important at Christmas as consumers are more likely to make purchases on the run up to major holidays, so any campaign needs to compete with other businesses’ campaigns and also serve to inform future festive marketing.
How to measure the success of specific Christmas marketing campaign goals:
When creating any marketing campaign, the first thing to consider is what is your business trying to achieve? Marketing goals should be SMART (specific, measurable, achievable, relevant, and time-bound). If you are finding it difficult to pinpoint the goal of your campaign, then it could be time to evaluate whether it is going to be beneficial to your business and a good use of resources. Marketing at Christmas is exciting and it can be easy to want to do it simply because it is Christmas and other businesses are doing it. However, a campaign has to benefit the business, so before anything else, identify the goal and use it to shape the campaign.
An example of a goal for a campaign is to increase brand awareness. To measure the success of a brand awareness campaign, you could set a goal for an increase in website traffic by an amount that is realistic for your business. If your website traffic meets or exceeds this goal, then this will indicate the success of the campaign. You could also conduct brand surveys before and after the campaign and compare the answers. This could tell you if there has been an increase in awareness of your business and what product or service it provides. Measuring the success of a brand awareness campaign is important as this type of campaign is likely to be repeated, especially as your brand evolves and changes. Measuring success will help your business make changes and improvements for campaigns with similar goals in the future, increasing the level of success each time.
Another goal for a Christmas campaign could be to gain new customers. This is a great goal for a Christmas campaign as targeting new customers when they are more likely to make a purchase could increase the success of a marketing campaign. Metrics that you could measure for this goal could include conversion rate, which is the percentage of people that perform a desired action (the conversion). The action that is classed as a conversion depends on the business as it is not always the case that a conversion is a purchase.
You could also use click-through rate (CTR) to measure the success of a campaign with this specific goal. This would determine how many people clicked through to your website when they saw your marketing communications related to the campaign.
When setting these goals, it is important to consider what the current levels are for these metrics in order to determine a realistic increase. If you are running a Christmas campaign that includes posting on social media, then measuring reach is important as it highlights how many unique people saw a specific social media post and were exposed to information about your brand.
In the long term, you can also measure Customer Lifetime Value (CLV) to measure the ongoing value of the customers gained through a specific campaign. Measuring success of a campaign focused on customer acquisition shows that your campaign targeted the right people, identifies what worked about the campaign and can help support decision making for future campaigns.
How Hydra Creative can help businesses measure the success of their Christmas campaigns:
At Hydra, we have all the resources and expertise that a business needs to create a successful marketing campaign strategy. Our marketing experts can help businesses understand the goals of a campaign and how to measure the success of these goals. We can also help with selecting channels or providing content marketing services for campaigns such as social media posts, videos, and blogs.
Creating a marketing campaign that aligns with current business goals is extremely important and Christmas campaigns are no exception. If you would like to discuss how Hydra can create beneficial marketing campaigns for your business and measure their success effectively, please get in touch!
