The document discusses measuring the return on investment (ROI) of brand content marketing. It emphasizes moving from an output-based marketing approach focused on metrics like reach and engagement, to an outcome-based approach tied to business results. It provides examples of how to identify the key drivers of business results, track marketing performance along the consumer decision journey, and showcase the ROI of brand content marketing internally using case studies from companies like Oppo and Diageo that demonstrated double-digit sales lifts from content campaigns. Overall, the document advocates for connecting brand marketing activities to quantifiable impacts on business goals in order to prove value to stakeholders.

1. The ROI Of Brand Content
Gulshan Verma, CRO
Unlocking the Value of Brand ROI

2. THE STATE OF INDIAN DIGITAL MARKETING
MEASURING
MARKETING ROI
32%
Deep understanding of customers is
crucial. Medium being the catalyst and
Mobile first being the strategy
-Archana Chopda, GE Healthcare,
Advertising and Promotions Leader
MARKETERS’
FOCUS FOR 2017
2017 will see the explosion of
video content on tiny mobile screens...
-Aashish Chopra, Head
– Content Marketing, ixigo
Marketers will learn that content
marketing does not work like advertising.
-Gagan Singla , CMO, Angel Broking

3. HOW DO I LINK MY BRAND CAMPAIGN TO BUSINESS RESULTS?
Old Approach
Output based Marketing
Reach
Time Spent
Shares, Likes, Engagement
New Approach
Outcome based Marketing
Tells your CMO that you
are a serious professional
Gives you the budget

4. KNOW WHAT DRIVES YOUR BUSINESS RESULTS
Build your baseline
Build familiarity with
your key measures by
inviting regular and
frequent discussions of
the data with business
stakeholders
Be proactive:
Put together a marketing
dashboard to track key
measures of success

5. KNOW WHAT DRIVES YOUR BUSINESS RESULTS

6. Source: McKinsey
THE CONSUMER DECISION JOURNEY

7. Source: McKinsey
THE CONSUMER DECISION JOURNEY ANALYSIS

8. DRIVING BUSINESS WITHOUT ADVERTISING VIA CONTENT
As of 2013, only 2.6% of the clothes that were
sold in the US were made locally
THE GREATEST HOODIE IN THE WORLD
• Took 36 hours to sell out
• 1 factory to 5 factories
• 20,000 sweatshirts created & sold a month
Source: American Apparel and Footwear Association (AAFA)
Reinventing American Manufacturing

9. THE GREATEST HOODIE IN THE WORLD

10. •Sell a more expensive
hoodie than the
current competition
(40% higher), Direct
to consumer
What’s your
Business goal?
• Showcase what goes in
the making of a good
hoodie, justify the cost
of the product, spread
awareness about the
product
What’s your
Marketing goal? • Interview with a
non-traditional
tech publication
Approach
Measurement
• Took 36 hours to sell out
• 1 factory to 5 factories
• 20,000 sweatshirts
created & sold a month
GETTING IT RIGHT

11. GROUP EXERCISE
Measuring
ROI

12. • Build a baseline
• Showcase Insight & not just data
• Reiterate the conversion funnel
• Commission third party brand lift studies
HOW TO SHOWCASE THE ROI OF BRAND INTERNALLY

13. OPPO’S NATIVE CAMPAIGN LEAD TO 68% HIGHER RECALL AND 9% HIGHER BRAND AWARENESS

14. Oppo wanted impact buys for their the launches and increase the purchase
preference on their brand
OBJECTIVE
APPROACH
A native content strategy along with a brand lift study to understand the impact
and ROI of content
RESULTS
68% recall
Advertising with TOI
app lead to a high
ad recall
9%
Increase in
OPPO brand
awareness. 1.25 X
Higher than average
norm 6%
increase
in OPPO as a
preferred phone
brand for purchase
8%

15. GROUP EXERCISE
Measuring
ROI

16. HOW DO I MEASURE ROI

17. IDENTIFY CONVERSION FUNNEL TRACKING
EXPOSURE
(rankings, traffic, unique visitors)
ENGAGEMENT
(bounce rate, click-through rate, time on site)
CONVERSION
(sign-ups, followers, sales)
RETENTION
(return visits, repeat sales)
ROI

18. TIME
TRAFFIC
WHAT TO MEASURE ?
▪ Traffic & Page views ▪ Engagement ▪ Share of Voice
▪ Brand Sentiment ▪ Loyalty
KPIs

19. DIAGEO’S LIFESTYLE CONTENT HUB DROVE DOUBLE DIGIT INCREASE IN DRINKS ORDER –
IN FEATURED BARS

20. What’s your
Business goal?
What’s your
Marketing goal?
Approach
Measurement
GETTING IT RIGHT
Get my non-brand
loyal customers to
buy my drinks
Drive engagement
when they are going
out to places where
drinks can happen
e.g. New Year’s eve
Create a content hub
and drive traffic to it
through e.g. SEM,
Content Distribution
Create pilots where
you can measure sales
uplift

21. TOOLS
Now you know what to track, the question is HOW TO TRACK?
Built-in social media analytics tools -
Third party tools -

22. KEY
RESULTS
HIGH (44%)
campaign awareness
(vs. 40% benchmark)
1.5-2x MORE
time spent with our
content than average
83%
positive social sentiment
3.3x MORE
social buzz for the
MailChimp brand once the
campaign was revealed
67M searches
334M
people reached in total

23. GROUP EXERCISE
Measuring
ROI

24. THANK YOU
@gulshan_verma