Exposure Ninja Digital Marketing Podcast | Seo, Ecommerce, Digital Pr, Ppc, Web Design And Cro

Many marketing companies will talk about the ‘brand awareness’ of a campaign. This is often a nebulous concept and one that is difficult to quantify. We here at Exposure Ninja are not huge advocates of brand awareness as a marketing goal, and we want to talk about this. Is brand awareness ever a useful goal? Why is it so often not? In this episode of the Exposure Ninja Digital Marketing Podcast, Tim and Lozz are nailing down how this kind of marketing works, what the common pitfalls are and what the benefits might be. Brand Awareness Vs Direct Response Advertising Campaigns Brand awareness is exactly what it says on the label: a campaign aimed at raising awareness about a product or company. Its goal is rather fuzzy; it often comes in the form of ads that don’t encourage the user to buy a product. It may not even have a call to action. A good example of this would be Coca Cola’s advertising campaigns. We think of brand awareness generally as a poor use of advertising budget. You can’t track effectiveness or R