Originally Published in: Advertising Week 360
August 21st, 2015
Getting brand marketing right relies heavily on making digital work across all channels. Currently, most marketers organize their brand campaigns around budgets, splitting marketing channels into separate pools and operating in silos. While this may be great for internal value attribution, it is counterproductive from an optimization perspective and for measuring ROI across the board. It isn’t a new concept that brands need to put their audiences first by achieving continuity across devices – in both style and context. To be successful, brands should have a handle on all touch points throughout the customer journey and marketers need a deep understanding of how traditional advertising, digital advertising, social media, and mobile marketing can work together effectively.
But with so many different touch points, how can brands connect and have meaningful conversations with their consumers?
Here are five tips for creating successful brand marketing campaigns:
IT’S A MOBILE MOVEMENT
Mobile is projected to account for 72% of US digital ad spending by 2019. But while mobile is an important branding tool, not all marketing practices have caught up with the growth.
Mobile video is already the best entry point for brands to move from television to mobile. Brands not only have the opportunity to utilize long play formats for storytelling and connecting emotionally, but the first three seconds are the most important to capture audience attention. When putting together the creative, ensure you make several versions and format lengths to produce the best format for context and device. This enables the right message in the right environment and continuity of brand message across devices.
Capturing and maintaining consumer attention is becoming more and more difficult thanks to an increase in consumer ‘device hopping’. Using digital techniques like TV Sync, where devices such as iPads are able to “see and hear” audio cues from advertising showing on their owner’s TV and then transmitting that data to programmatic platforms to issue corresponding brand messages, can help brands reach multi-device consumers.
We have also seen a rise in ‘showrooming’ – browsing for items in-store and purchasing them online later. Research shows that nearly three quarters of consumers will conduct online research before making their in-store purchase. Use beacon technology to target customers at opportune moments and feed the data back into your CRM and business activity. These are great ways to connect consumer movements online and offline and drive in-the-moment sales.
ATTRIBUTION IS KEY
Scaling and effectively measuring marketing activity across channels can seem daunting. Historically, we have seen digital methods of attribution, such as clicks and conversions, used as the only measurement metrics for digital campaigns. While these are important for measuring campaign activity on a day to day level, they don’t tell the full picture for cross-platform success. In future, we will need to use universal measurements across brand activity, such as TV and online video. The industry is already making inroads into this, with organisations such as Comscore and Neilsen tying cross-platform measurements together. Newly suggested MRC audience metrics based on gross rating points (GRPs) are one further stepping stone to TV-style ad pricing in digital, offering a possible solution to a universal viewability metric across media, a common problem for all media campaigns.
MAKE YOUR DIGITAL PREMIUM
Environment and context is everything when it comes to brand messaging. Traditionally, programmatic direct deals with premium publishers or websites have been conducted on a one on one relationship basis, between a brand or agency and publisher. Individual site results and insights can make it difficult to marry-up the different data sets, making it increasingly challenging to compare like for like results on the same campaign. One solution to this problem is using a programmatic provider as the bridge between channels. This allows for greater cross-channel measurement and unified campaign tracking.
THE IMPORTANCE OF BEING SOCIAL
The advent of social media has led people to change their media consumption in a big way. 63% of Americans now turn to social media for news and increasingly use sites such as Facebook and Twitter to organise their lives. Studies show that customers who engage with brands over social media spend 20-40% more than other customers.
Products such as Social Sync can help brands reuse their owned and earned social media content from tweets and other social messages, turning them into display advertising. Social media also offers one answer to the marketer’s dilemma of connecting consumers across device through user logins on each device. Marketers must use this data to their advantage by creating personalized messaging. It is also great to have a two way conversation with your consumer and get immediate insight and analytics that you can apply to other channels.
BRING YOUR PARTNERS INTO THE FOLD
One other consideration for brand success is ensuring you use every channel and opportunity open to you. Engage your advertising partners and let them guide you. Treating them as part of your internal team will maximize success – every single faucet of the campaign should be discussed at the briefing stage – whether that be PR, brand or media planning. They can then use this overall insight to make sure tactics are unified in measurement across all channels and lead back to the same overall goal.
Connecting online and offline consumer journeys is tantalisingly close. Make sure you use every avenue available to you to bring it closer to reality.