The success of the marketing and
The success of the marketing and
communication campaign regarding the Kraft Singles in meeting the intended
business and communication objectives will be measured using different metrics.
The first success metric that will be used is determining whether Kraft Singles
sales will increase or decrease during and after the campaign. The main
objective of the company undertaking the marketing campaign is to ensure that
there is an increment in the sales of Kraft Singles brand in the market. When
the sales recorded during the marketing campaign for Kraft Singles brand will
increase, then, the entire campaign will be termed as a success. Given, the
target will be millennial; the sales from this group of target customers should
increase for the entire campaign using various communication channels, such as
social media to be termed as a successful. Also, after the campaign, if the
sales on Kraft Single will continue increasing, then, the marketing campaign
will be termed as a success (Farris et al., 2010). However, in the case sales
of the target brand will decrease from the targeted customers by the marketing
efforts, then, the entire campaign will be concluded as a failure. The campaign
will have failed to influence the target customers to purchase the Kraft Singles.
This means that the company will have wasted its financial resources on the
marketing campaign targeting the millennial if the sales from the brand will
decrease or remain unchanged.
second set of performance measurement metrics will target the social media
campaigns carried out by the company on the Kraft Single brand. According
to Castronovo and Huang (2012), the success of social media
marketing communication can be measured using likes, shares, engagements, views
and reach. First, for the case of Kraft Singles brand marketing communication,
using social media it will be measured by the number of likes from target
audience that will like and comment on messages posted by the marketing team.
If, a large number of audiences will like and comment on the message, then, the
campaign will be termed as having achieved the intended communication and
business objective of creating awareness of the existence of the brand.
However, if the comments and likes will be small in number, then the campaign
will be concluded as a failure.
Also, the number of shares and people who
engage with the company’s marketing team on the issues posted about the brand
will also play a critical role in evaluating the effectiveness of the marketing
communication campaign. In the scenario, where the number of engagements will
be high and messages shared by thousands of customers, then, the market efforts
on the brand will be termed as a success. Nonetheless, if the number of people
who engage with the firm on the brand issues after seeing the post and sharing
of the posts will be few, then communication efforts will be termed as
ineffective in creating the required level of brand awareness among the target
customers (Castronovo and Huang, 2012).
Furthermore, when it comes to the Youtube
video, the number of click through rate will be used in determining the success
of the communication efforts. If thousands of customers will click on the video
and watch it fully, then the marketing messages will be termed as effective in
attaining the intended objectives. Finally, the traffic visits the blobs
containing the marketing message will also determine the campaign success. In
the case, the number of individuals who will visit the blogs and view
television adverts will be terms of tens of thousands; the campaign will be
said to have achieved the intended objectives.