Fast Company recently published a story titled “Crowdtap’s quest to measure brand influence in the age of social media,” and while social media is only one of Grow’s disciplines, the idea of driving and measuring consumer engagement is at the heart of what we do.
The article addresses advertising metrics that were developed ages ago, before social media came into play, and looks to the future of how engagement should be measured. Crowdtap’s CEO, Brandon Evans suggests that reach, impressions, and gross rating points are measures of quantity, but not quality. And we couldn’t agree more. We’ve been evangelists of securing qualified reach by driving authentic connections and quality engagement throughout our 10 year history. Mass advertising plays a strong role in the marketing mix, we’re merely suggesting that the weight each marketing discipline brings to the table (events, pop ups, third party endorsement via PR, advertising) be re-calibrated when marketers are crafting their plans.
The article goes on to talk about how a single impression can carry a lot of weight. If 100 target right consumers attend a 2-hour event and each attendee has robust Twitter followers, this small but qualified audience with their ability to amplify their experiences and brand preferences is incredibly powerful. Measuring the impact of this type of experience is not yet recalibrated within our industry and we applaud Crowdtap’s efforts to create the “Brand Influence” metric, which takes into account not only exposure and reach, but also “intensity” and “proximity,” (how close and trusted is the source.)
At Grow, we’ve been beating this drum since day one: surround the qualified target, engage them with an authentic experience they want to be part of both online and off and amplify it through PR, social media and peer-to-peer conversations. These pillars create an army of brand advocates, and we’re thrilled to see others in our industry are also working to change the conversation around marketing metrics and the weight carried by each discipline.