Measuring the momentum built - and building on - social platforms is critical to maximizing the ROI outcome. Superbowl ads are designed to be memorable, impactful, and entertaining... But they still have to communicate a brand's value proposition and get the viewer want to take action - to know more about that brand or product.
This is especially true for the increasing number of emerging start-up brands that took the risk of running a Superbowl ad this year (SoFi, Dollar Shave Club, Apartments.com, Wix.com). In order to justify the $5MM cost to their execs and investors, marketers for these companies need to prove value beyond just "making a splash" and generating a day's worth of water cooler talk. That quickly fades, but getting customers to engage via social platforms, and keeping them engaged through content marketing, drip campaigns, product trial, and ongoing CRM techniques can be a winning strategy.
The article I have linked below does a good job of explaining how the goal of Superbowl ads is evolving over time - and how the new tactics can (and should) measure their success in new and broader ways.
Obviously the debate among marketers of whether Superbowl ads are a worthwhile investment is not new. But it gets much more interesting when you broaden the analysis beyond the spot itself and include the new technologies and practices that can turn that "splash" into a lasting wave that continues to build over time.
Leave a comment and me know what you think; which brands and companies successfully leveraged social engagement in their ads? What can they do beyond the ad itself to generate interest and brand engagement with their target audience?