We do not agree to use result indicators to evaluate social media brand marketing directly, such as sales growth, customer conversion, profit growth rate, etc. Although these are the core indicators pursued by cross-border e-commerce companies, from the perspective of brand marketing, first, they are difficult to achieve, second, they are difficult to evaluate, and third, they are easy to lead to short-sighted behavior, which in turn damages brand value. We agree to use the brand-effect integration evaluation method to evaluate the effectiveness of brand marketing, which is also a commonly used effectiveness analysis method in the cross-border e-commerce field. The specific approach is as follows.
(1) Combine brand marketing ads with promotional ads. For example, embed a limited-time discount link or QR code in the brand DM.
(2) Reach potential customers through brand marketing ads (CPM). For example, use Instagram shopping posts.
(3) Use CPM advertising data to understand the number of customers reached, use shopping posts to track the number of final transactions, and calculate the ratio of the two. These three data can be used as the effectiveness indicators of the brand marketing ads. This makes it valuable to compare data with similar brand ads.
On Instagram, this quantitative evaluation method is easy to implement. For example, when designing a DM picture for a brand marketing advertisement, a swimwear brand lets models wear swimwear that is to be promoted as a hit, and displays the brand slogan in an aesthetic scene, highlighting the themes of freedom, comfort, and sunshine. With this picture as the content of the brand advertisement, CPM advertisements are used to reach a large number of potential customers, and clicks on the brand advertisements point to the product details page. At the same time, the same DM is used to open a shopping post, and the swimwear hot zone also points to the product details page. The data that can be obtained in this way include: CPM advertisement exposure, clicks, shopping details page visits, order volume, etc. Based on these data, the order volume of the shopping post and the order volume of the CPM advertisement can be separated, so as to evaluate the final conversion effect of the brand advertisement.
It needs to be emphasized again that although the brand-effect integration evaluation method can evaluate the conversion effect of brand advertising, to correctly interpret this indicator, the main goal of brand advertising is coverage, and the size of direct sales and customer conversion rate are only for further evaluating the effectiveness of coverage, and cannot be the goal pursued by brand advertising, otherwise it is easy to go astray.