Decision Point: Video Marketing

Your next online advertising recommendation includes posting digital videos on branded websites and on social media sites. You ask the owners to create a series of entertaining, informative videos to deepen consumer engagement with coffee and promote the new Caff$$ Gustoso locations.

The owners are skeptical about this recommendation and want to know how you plan on measuring the success of the videos. Which metric do you recommend to measure the success of the video marketing campaign?

Select an option from the choices below and click Submit.

Word of mouth: To quantify the success of the video marketing campaign, you count the number of times Caff$$ Gustoso's videos are shared to estimate word of mouth.

Product inquiry: To quantify the success of the video marketing campaign, you compare Caff$$ Gustoso's product inquiry level pre$-$ and post$-$video release.

Purchase: To quantify the success of the video marketing campaign, you compare Caff$$ Gustoso's pre$-$video sales volume to post$-$video sales volume.