I’m sure you get the gist now. We can go on and on in terms of marketing channels, so I’ll just end this with mass marketing channels that gave birth to SOV.
The essential mass media metric for channels like TV or radio is Gross Rating Points (GRP). Not only is it suitable for measuring SOV, it’s also often used as a pricing unit to quote campaign costs.
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
GRP is calculated by multiplying audience reach by exposure frequency during a specific period. If your ad airs five times with 12% reach and three times with 15% reach, your GRP is 60 + 45 = 105.
All serious media houses have and will share the metrics that you need. I wish I could add some personal experience here, but I’ve only run print ads. All I can say is that we predominantly “digital” marketers can learn a lot from looking at the bigger picture.
SOV tracking allows you to set marketing goals for eSOV, which is crucial for increasing market share. Just keep in mind that measurement is one thing, and taking action is another.
Achieving eSOV is a whole different topic. You need to focus on eSOV for short-term sales activation and long-term brand building channels. The mix of channels you use to achieve that should be derived from your marketing strategy. Watch these two videos to learn more about marketing strategies and advertising effectiveness from the best.