白皮书《如何有效评估品牌微视频的营销效果 How to Measure the Effectiveness of Brand Social Video Campaign》

随着品牌微视频营销的崛起,品牌客户正在花费更多预算用于制作和推广品牌微视频。为了成功开展品牌微视频营销,品牌客户需要从以下4个方面有效评估微视频营销的效果:

With the rising of social video campaigns, brands marketers spend more budget on social video creative and promotion. To successfully launch a social video campaign, brands marketers need to find out the effectiveness of the social video campaign in these metrics:

  • Reach Views Analysis: the reach views and frequency of the social video, and the composition of the target audience who exposed to the social video;
  • 观看到达率分析:观看到达率和频次;目标受众的属性分析;
  • Competitive Analysis: the share of choice (SOC) of your social video comparing with that of competitors;
  • 竞争分析:与竞争品牌相比,您的品牌微视频用户选择度是否较高?
  • Distribution Channel Analysis: which media channel is the most effective channel for your social video voice;
  • 传播渠道分析:哪一个媒体在传播您的品牌微视频中更加有效?
  • Effectiveness Analysis: how is the brand lift and search lift of the online behavior for those audience who watched your social video.
  • 效果分析:曝光用户群网络访问行为的品牌提升度和搜索提升度是怎样的?
0 回复

回复

想加入讨论?
免费贡献!

发表评论

电子邮件地址不会被公开。