It's a real cliche but as they say; if it's not measured, it's not managed. To be set up for success and to know how to improve your marketing, you have to ensure you can track the impact of each marketing campaign on an individual basis.
Ensure a clear Call to Action (CTAs)
At this stage it is assumed, you should have a clear goal for each marketing campaign and each campaign should have an associated CTA so fans know what action they are expected to take. In eCommerce, a good goal and CTA measured will enable best chance of a conversion of the associated goal.
The simplest and most effective way to measure the conversion rate for any campaign is to use UTMs which stand for urchin tracking module. In layman's terms this means adding a few parameters to the URL so when you create a marketing campaign you can measure it's impact on an individual basis. Here is how to make a UTM;
Add the destination URL: e.g. yourwebsite.com/mynewmoviename
utm_Source: this is for where the traffic came from e.g. utm_source=Facebook
utm_Medium: this identifies the type of link used such as CPC, email, ad, stories, event or post e.g. utm_medium=post
utm_Campaign this is the name of the specific promotion or campaign e.g. utm_campaign=trailerdrop2
Here is the link to use for that Facebook campaign: yourwebsite.com/mynewmoviename?utm_source=facebook&utm_medium=post&utm_campaign=trailerdrop2
Other UTM parameters
utm_Content: this usually is used to identify where the link was clicked e.g. utm_content=logolink
utm_term: this identifies a certain associated search term e.g. utm_term=Avengers+showtimes+berlin
If you are dropping the same creative in Facebook as an Ad, simply change the medium or if you are doing in Instagram change the source. If you want to test different CTAs, enter them in the campaign name or content for example. Now if you try different messages with different audiences on different platforms, you can measure the impact immediately down to the individual marketing campaign.
usheru have an inbuilt URL generator to help with the creation and tracking of the campaign within our analytics platform.
Campaign Marketing Check list:
Does your creatives (posters/trailers etc) have clear use of your web domain?
Do you have some marketing/fan marketing profiles?
Do your marketing materials have clear call to actions?
Have you set up your marketing goals?
Does every campaign have a clearly identified marketing goal?
Is each campaign set up for individual tracking?
Have you set up marketing campaign tests to assess movie product/market fit?