Media evaluation is not a hygiene factor!

In the hierarchy of needs, hygiene factors are essential, basic requirements. Without them, progress remains limited. The problem is, once we have ticked the boxes, we begin to take things for granted and forget just how important they are for survival.

Media evaluation has become a hygiene factor in monitoring performance for many organisations. It is something that just happens in the form of a monthly report. Often little attention is paid to it in the higher echelons of management. Senior leaders have a vague understanding that media coverage is influential, but these standard charts and graphs can’t pin down exactly how this influence is exerted, or what happens as a consequence.

Yet hygiene factors evolve as the world evolves. An electric toothbrush might be a question of personal preference, but in the digital age, we all consider a mobile phone essential. In this same world, where most consumers digest their news online, understanding the influence of media coverage has to adapt to show how it impacts tangible audience behaviours. This is the time to ask whether we are really sweating the success-enhancing opportunities of media coverage.

If the media evaluation report is a regular deliverable, it must reflect how audiences respond to media stimuli in the predominantly digital media ecosystem. By doing this, we create a truly effective approach to media coverage, which goes way beyond spurious estimates of engagement and shows what really happens when people are exposed to news. This level of analysis contributes to organisational survival by boosting commercial opportunities:

  • Increasing Google search and website visits
  • Improving search advertising effectiveness
  • Creating competitive differentiation
  • Driving leads through the marketing funnel
  • Expanding TV viewing audiences
  • Impacting sales revenue and share price

The power of media coverage to influence audience outcomes is almost always underrated. Metricomm’s proven methodology is helping organisations accurately quantify its impact on the audience. We see it not as a hygiene factor, but an important competitive advantage.

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