Every advertising professional knows that when designing a campaign it is necessary to be clear about where we want to go. Now, how do we know if these objectives really are met? What elements must be taken into account so that the return on investment, the known ROI, reaches the required results?

The director of Media Analytics & Social Media of Nielsen Spain, David Sánchez, revealed today in OMExpo during his speech “Efficiency and profitability of commercial and advertising effort on the Internet” that the success of an advertising campaign is given by the balance of three key elements : coverage, impact and reaction.

Coverage: The first step is to arrive

In this way, the starting point for a campaign to succeed is that the message reaches its potential consumers. For this it is necessary to know how many people have been exposed to the campaign and through what channels (Internet, television, radio …). In fact, one of the most important aspects is to know which profile has shown the greatest affinity to see if we have actually met the target audience: Men or women? Young or middle-aged? Single or married …?

Impact: if they do not remember you, you have not achieved anything

Once the information on who the message has reached is obtained, it is important to gauge what effect it has produced on them. A good method to verify this is to analyze the noise generated in the social media -indicator known as buzz- as well as to know in which networks a greater impact has been obtained -Twitter, Facebook, specialized blogs, forums-. In this way we will know what perception Internet users have about our product.

Reaction: everything comes to fruition

Once the message reaches the potential consumer, we can say that the ball is already on its roof. From here, the important thing is to measure what is the real effect generated by the campaign, that is, how many Internet users execute the purchase, analyzing what part of the increase in sales -both online and offline- corresponds to the campaign carried out through Internet.

According to David Sánchez, “the evaluation and control of the advertising effort is key to obtaining better performance not only online but also in any cross media campaign, in this way, we will be able to know the incremental value that the internet provides over other media, since in general the cost and online investment are smaller, on the other hand, it is essential to know the reaction of consumers in social media to prove that the campaign is effective or not. “