thebabyperks

Welcome to the final installment of my Campaigns blog post series. Scroll below for more content more directly related to my blog.

Measurement strategies are important in looking at the overall goal or big picture of a campaign. As the article posted on Moodle about measurement strategy talked about, having a strategy leads to effective content creation that reaches your target audience.

A business that utilizes this strategy is Goodreads. Goodreads is a website that "helps people find and share books they love." They have created a media kit that is downloadable so that potential advertisers get a better understanding of the kind of audience that Goodreads reaches. This is important for the advertisers' measurement strategy because they can plan and frame the content around this audience. 

Before an advertiser can decide whether or not Goodreads is a good platform to advertise they should understand what Goodreads is and the audience that uses it. According to the Goodreads media kit over 7 million people on the platform record the books they read and share book recommendations. Some of the demographics include: almost 70% of users are female, 11.4% of users are 13-17, 42.3% are 18-34, 18.9% are 35-44, and 26.9% are over 45. The audience generally views the site two times a day and spend around five minutes a visit on the site. Over 183,000 books are marked to-read and over 30,000 books are marked read, 287,000 books are rated/reviewed.

The best companies/advertisers to advertise on Goodreads would most likely be the publishing companies.

With this user information in mind Goodreads has created a few different packages designed for companies wanting to promote books. These book discovery packages were created to drive intentional purchasing and increase the ability of books to be discovered. These programs are go beyond traditional advertising seen on websites because, while there is side bar advertisements, they also give influential users books for free in exchange for a review and rate. Everyone who follows the user gets a notification in their newsfeed about the users' review and rating of the book. This is a way to increase a publishing company's reach.

Because Goodreads has created this media kit full of demographic information, research, and advertising packages they can easily send this out to interested companies. Companies are able to define their potential reach based off of the information Goodreads provides. Publishing companies can create advertising content that fits the users of Goodreads as well as create a cohesive advertising campaign.

Until next time,
Taylor xx