Naide’s Brand Effect study proved smart social media marketing can be both valuable and quantifiable. He has also created social programs to enhance digital and offline programs while uncovering revenue-driving opportunities. “If a digital brand campaign is intended to increase awareness, then a brand lift study is required to determine success,” he says. “It’s important to note that digital campaigns can drive sales, awareness and consideration depending on the platforms and tactics used. Therefore, it’s imperative that success metrics be defined up front along with a thorough understanding about what/how they can be measured by platform.”

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