Brand marketing budgets are often the first to be cut in times of economic uncertainty, even though sustained investment in the brand translates into increased awareness, performance, and competitive advantage. While many marketers find justifying brand marketing spend challenging, advances in artificial intelligence and machine learning technology are making it possible for marketers to understand precisely what activity is generating a return on investment (ROI). .
In a recent webinar hosted by Adweek, Embrace Brand Over Demand: Your Recession-Proof Ad Spend, our CTO Dr. Peter Day and Head of Insights Rohini Sen, took an in-depth look at why embracing brand spend above demand is key to staying relevant and setting your brand up for future success despite tough times.
What is performance marketing?
To understand branding vs. performance marketing, let’s take an in-depth look at performance marketing.
Performance marketing is a type of advertising that focuses on providing measurable results in terms of sales or leads. This model is often used by companies that sell products or services online, as it allows them to track and monitor the results of their campaigns in real time.
What is the commercial value of a brand?
Brands are business tools that generate measurable ROI. The Apple brand may be intangible, but that doesn’t mean it isn’t the most valuable thing Apple owns.
Start creating ad content
To create effective ad content, there are a few things you need to keep in mind. First, it’s important to know your audience and the type of message that resonates with them.
In addition, the content must be creative and eye-catching to capture the reader’s attention. Finally, the call to action must be clear and concise to encourage the reader to take the desired action.
Increased customer reach
Companies use brand advertising through various television channels and social networks such as Facebook, Instagram, Twitter and YouTube, which are popular and successful means of advertising for Reach a wide range of customers because the more they see your brand across different channels, the more familiar they are with your products and services, which automatically increases their confidence to buy the product. Without advertising, how do customers know a brand exists and how will they buy directly? They will intend to buy when they are familiar with them because the future of the brand is personal.
Companies that have the ambition to make their brand memorable and unique constantly focus on the intellectual and emotional levels of customers, which has become easy with technological advancement. Technology has made a major shift in influence as marketing from the functional value of a product to its emotional value by using slogans and building customer relationships easily like Coca-Cola slogan selected things to go better with Coca- Cola, open happiness, taste the feeling connects people through emotional touch that we are noticing year after year. To be competitive, the company must not only do it better but do it differently by using brand advertising, which is easy in today’s world with the help of technology.