The baseline is a phrase that concludes an advertising text, also known as a payoff.
It expresses the market share that a product maintains without the support of advertising activities and can be accompanied by a slogan or a logo.
In essence, the baseline summarizes the meaning of the announcement and serves as a signature to the message.
The project's baseline
The project's baseline is an instantaneous snapshot taken at the moment the project begins.
To manage a project it is essential to establish a baseline, with the following elements of a project:
- Timing;
- Costs;
- Resources;
- Risks;
- Quality.
Once the project is completed, the baseline should allow for verification of how well the project aligns with the initial planning.
Establishing a baseline is important because it allows for performance evaluation throughout the duration of a project.
Determining the baseline gives a better idea of how long it will take to complete the project and at what costs.
How to Establish Baselines
In order to set your marketing goals, it's important to have some basic metrics regarding business development.
To establish effective baselines there are guidelines to follow:
- Brand Awareness: includes all marketing strategies;
- Content Marketing Effectiveness: the content of blog articles and how effective it is;
- Website Traffic: visitors, engagement, SEO keyword ranking, and traffic sources;
- Email Marketing Results: clicks, forwards, the number of recipients moving to the next step;
- Social Media and Online Marketing: followers, likes;
- Public and Media Relations: how often and when your company's news is highlighted;
- Special Events and Conferences: acquiring and retaining customers.
The use of a baseline is very important for setting up a good marketing project. It is also fundamental for the sharing of the advertising message.
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