Marketers play a significant and empowering role as the architects of perception. Their efforts and energy heavily influence this intangible yet measurable metric, which directly impacts revenue and reputation.
The adage’ Perception is Reality’ holds more weight now than ever. Perception is a sentiment that, in affinity, has multiple emotional factors. It manifests as positive, front-of-mind, on-the-shortlist favoritism, either expressed or demonstrated.
Perception, in turn, influences affinity. Measuring affinity against marketing value areas can better tie measurable results to programs and campaigns targeting revenue, reputation, and retention. The measurement of affinity stems from brand storytelling, thought leadership, nurture programs, pull marketing, and the educational aspects of demand generation.