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Brand-building needs to be more scientific in the digital age

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September 2, 2015 | 5 min read

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Marketing in the digital age has become more targeted, more informed and less wasteful. As an industry, we have made real progress in sculpting efficient, effective and creative campaigns. However, the marketing machine is far from perfect.

Brand-building continues to be a “work in progress” as businesses strive towards the holy trinity: brand engagement, brand affinity, and brand loyalty. Achieving these elements depends on how a customer views your brand and marketers need to evaluate whether they are working in an integrated fashion, marrying data science with dynamic creativity.

Assessing new processes and introducing innovation are integral aspects of business development, especially as brands search for new ways to engage consumers in conversations. The advent of more digital platforms has given many businesses the chance to enhance brand awareness and equity, and we are noticing a particular rise in the popularity of programmatic.

Why? Programmatic technologies are sophisticated enough to allow modern marketers to monitor and measure campaign performance in real-time; to see what’s working and what isn’t, and adjust both media and creative quickly in line with those results. This makes it possible for brand marketers to execute well-planned digital marketing campaigns that don’t just shove any old ad in front of the customer, but employ context and control to help a brand connect with their audiences in a creative, but more importantly, relevant way.

Today’s programmatic options also enable cost-effective brand-building. Firstly, it gives brands the power to introduce themselves to untapped markets via channels and websites they may not have used in the past. Secondly, when brands are looking to connect with a single customer across different platforms in engaging and customised ways, the programmatic solution is music to their ears.

Unlocking the power of programmatic in brand-building

The most successful programmatic brand campaigns hinge on effective planning. Here are the four steps to delivering the personal touch through programmatic:

1. Discover

By fully utilising the programmatic marketplace, brands can uncover a wide range of data solutions to help understand their audience both pre and post campaign. As a result, programmatic provides marketers with a direct pass to a whole new world of data from third parties. This allows them to tailor campaigns for the audience segments that matter most to their business, and analyse how they respond to the brand.

2. Plan

With ads all around us, delivering campaigns that resonate with consumers and enhance their experience with a brand is an important but challenging task. However, programmatic gives brands the ability to adjust a campaign’s frequency to specific audiences in real-time, continually improving as the campaign unfolds. The direct benefit of this is that brands can communicate with customers without the risk of under or oversaturation.

3. React

Programmatic campaigns also give marketers the flexibility to optimise their campaigns in real-time. By adjusting ad frequency by time of day and medium, brands can deliver content depending on when their audience is in the right frame of mind to be targeted. This might mean sending a display ad to a consumer’s tablet as they sip their morning coffee, delivering an in-app ad on their phone, or integrating an ad into their Facebook feed as they scan their laptop later in the day. Ultimately, brands can ensure they connect with customers in the right context.

4. Measure

As shoppers jump between devices as well as online/offline, the modern shopper’s journey has become more disjointed than ever before. This makes it far more difficult to track the consumer path-to-purchase. However, multi-touch attribution methods enable businesses to review all consumer-brand engagements across all channels. For marketers, this means being able to discover the specific combination of channels that drive consumer interactions and how these interactions interplay. This helps brands to maximise engagements at each stage of the customer lifecycle by understanding when and where these engagements are most valuable to the brand and customer.

Taking a more scientific approach will provide brands with a real opportunity to maximise their advertising by aligning the creative process with 1st and 3rd party data. When marketers work together with agencies and technology partners, they unlock the power of programmatic to drive a truly brand-building impact.

Richard Robinson, MD of EMEA, Turn

Tel: +44 20 7255 5650

Web: www.Turn.com

Twitter: @TurnPlatform

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Turn is a marketing platform that delivers real-time insights, transforming the way leading advertising agencies make decisions. Headquartered in Silicon Valley,...

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