Branding a Produt

Marketing is a set of activities with the overall goal of creating and nurturing customer relationships. As such it involves decisions in four major areas :

1. The product/service -- what will best meet the needs of my customers? What are my customers really purchasing?

2. Distribution -- how can I make it easy for my customers to purchase the product? Do I need the help of other firms for location, service, customization, systems integration, etc?

3. Promotion and communication -- how can I let my customers and prospect know about the value of the product/service? How can I create an information path for them to communicate with me?

4. Price -- what price is appropriate for the product -- competitive in the market, reflective of the quality and perception of the product, acceptable to the customer and suitable for my business needs?

Branding is a subset primarily of promotion. The concept is to first, understand what the essential, core value is that your customers hold for your product category. You then want to create/modify your product to best deliver on that core value and then promote it such that the consumer intimately associates -- believes -- that your product best delivers the value.

Social Media Metrics

Measuring Social Media Marketing

There are essentially three areas that should be measured in any good Social Media Marketing campaign: social media interaction, search saturation, and referral traffic (can include goal conversion/user behavior)

Social Media Interaction

Social media interaction measures how users interact with a company's social media profiles. This includes number of friends, comments, ratings, sent messages, and views. Social interaction can be weighted where a direct question about the product gets more weight than a "thanks for the add" comment. Social media interaction metrics will provide an idea of the popularity of a company's profiles and pages.

Search Saturation

Search saturation measures online visibility of a company’s social media sites. At Anvil, we measure search saturation metrics by determining online visibility percentage of the social media sites for targeted keywords. Search saturation metrics will help identify which sites need to be further optimized for keywords and which sites are ranking well.

Referral Traffic

Referral traffic is measured using Analytics. Traffic should be analyzed to monitor the behavior of new and existing traffic. A separate social media profile should also be created to measure goal conversions and track user behavior.