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For B2C Marketing Professionals

Use Surveys To Measure The Brand Impact Of Interactive Marketing Campaigns

June 15, 2011

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  • By Melissa Parrish
  • with Nate Elliott,
  • Tamara Barber,
  • Richard Evensen,
  • Sarah Glass,
  • Angie Polanco

Why Read This Report

Almost half of interactive marketers tell us they're trying to create brand awareness — but few know how to measure brand impact online. Interactive marketers must use tried-and-true survey methods to understand the impact of their branding efforts. Planning and budgeting for brand measurement in the early stages of campaign development, as well as working with the right internal and external partners — including your market insights team, your agency, media outlets, and survey vendors — are the keys to measurement success.

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  • Brand Measures Are Among The Most Important Business Objectives

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