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Exposure is just a means to an end

March 11, 2010
The basic idea behind marketing communications hasn’t really changed much over the years, but it’s amazing how this industry continues to miss what’s important. We also seem to miss there’s an actual progression to achieving a marketing goal.

The goal of marketing communications is to change the way a group of people think or feel about a brand. Ulimately, we’re trying to change what people do. Usually, buy the brand.

There’s a natural progression to changing thoughts, feelings, and behavior, and that’s where most marketers seem to stumble. Marcom always involves three basic steps: exposure, attention, and engagement. Without attention or engagement, you can’t ever hope to change a behavior.

Traditionally agencies and media firms have been rewarded based on exposure metrics like impressions and GRPs. Oddly, exposure to a marketing communication activity doesn’t mean the consumer had any awareness of the brand message. In fact, advertising agencies rarely know how many people exposed to an activity actually exhibited any awareness of or engagement with the activity.

There are many levels of awareness and engagement, and awareness tends to bleed into engagement. Engagement is a bit easier to measure because it requires an action from the user, but measuring awareness can be difficult.

We know higher levels of awareness and engagement translate into greater opportunities to change thinking, feelings, and behavior of a consumer. We also know awareness and engagement translates into sales.

Marketers should be placing much more emphasis gauging the effectiveness of their marcom by measuring awareness and engagement, not by relying on what’s easiest to measure: exposure.
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