The dual role of Evaluation in Marketing Communications
Evaluation is the cornerstone of marketing communications – without it, marketers simply cannot hope to prove their contribution nor improve their work. In communications planning, evaluation serves two crucial purposes.
How evaluation generates impact and demonstrates accountability
Firstly, it provides the necessary evidence to demonstrate that the marketing activity had the desired effect. As Field (2020) noted in a thinkbox article, marketers today face increasing pressure from CFOs to justify ad spend, making accountability more vital than ever. When planning communications, they must ensure they lay the groundwork and put the necessary measurements in place to be able to prove later on that the investment in marketing paid dividends. Not only will this help them prove their worth and retain budgets, but it can also make the case for further investment.
However, accountability is just one part of what makes evaluation so important. Its true value lies in driving effectiveness. Being able to prove success is crucial, but first, the work itself needs to be effective. Otherwise, accountability efforts will simply help marketers prove that their work fell short, which won’t particularly excite their CFOs. Evaluation should therefore be used throughout a campaign’s lifecycle to optimise performance.
Optimising Marketing Efforts Through Continuous Evaluation
When planning campaigns, marketers should put measurements in place that help them track progress and “quickly identify what’s working and what isn’t working” (Juneau, T. 2023). By continuously analysing this data, they can make informed decisions to iterate, pivot strategies, or double down on successful tactics. This agile approach, enabled by comprehensive evaluation, ensures campaigns remain finely tuned for maximum impact.
This learning extends beyond a single campaign too. By studying what worked, what didn’t, and why, marketers can then apply those lessons to uplift their overall capabilities and inform future campaigns. Routinely conducting thorough evaluation provides an increasingly valuable feedback loop to hone marketing expertise over time.
In essence, the purpose of evaluation is twofold: ensuring accountability to stakeholders while providing the insights needed to enhance effectiveness.
Golley Slater Approach for Successful Evaluation
At Golley Slater, we’re proud to actively plan for both. Accountability is particularly important on our work with the Welsh Government. Public sector spend is incredibly scrutinised, which means that demonstrating the quantifiable value and benefit of government campaigns is integral to being able to justify it. And to make sure their budgets work their hardest and ultimately bring the most value to society, our evaluation approach always incorporates learning and optimisation opportunities such as testing, live tracking and feedback loops to maximise effectiveness.
Marketing Evaluation Tips for your Next Campaign
When approaching your next campaign, make sure you:
- Make evaluation a priority from the planning phase
- Implement holistic measurements across the entire funnel
- Analyse data regularly to identify optimisation opportunities
- Apply any learnings to future campaigns
However, knowing what to evaluate to prove accountability or make campaigns more effective is easier said than done. In the edition of our Effectiveness Insider, we outline how to choose the right data to conclusively prove the impact of your marketing efforts.
References
Field, P. (2020). Risky business: the risks of risk aversion, thinkbox, 20 August. Retrieved May 6, 2024. (https://www.thinkbox.tv/news-and-opinion/risky-business-the-risks-of-risk-aversion).
Juneau, T. (2023). 7 Ways To Use Analytics To Boost Performance Marketing Campaigns, Forbes, 10 July. Retrieved May 18, 2024. (https://www.forbes.com/sites/forbesagencycouncil/2023/07/10/7-ways-to-use-analytics-to-boost-performance-marketing-campaigns/?sh=e7ee2c3509f2).