Brand Contact Point and Experiential Marketing Measurement
As the marketing communications landscape continues to grow in complexity, there is a need to measure the effectiveness of a broader range of communications options, from traditional media, to 'below the line' to less tangible options ('experiential' anyone!?).
People experience brands in a 360 degree way, not as 'above the line' or 'below the line' or using any artificial lines of demarcation that we might create.
We now need to be able to evaluate the effectiveness of messages conveyed via TV, print, radio, online and other media alongside things like direct mail, sponsorship and word of mouth, using common metrics and in a category context.
MevCorp's 360 degree approach to measuring marketing communications effectiveness helps optimise the whole, not just parts of the whole, and test new contact points in order to minimise the risk of innovation.
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