2023-09-13 21:00:43
Short-termism has recently been fueled by the current economic uncertainty that many are experiencing, so envisioning real sales return with restricted marketing budgets has become more important than ever. LIONS’ 2023 State of Creativity Study notes that 48% of the global creative community is now prioritizing investment in targeted promotions over brand building and customer experience.
Brands that are aware of this and have looked to the future in their communication, such as McDonald’s, General Mills and Airbnb, have seen, and continue to see, the fruit of their labor. They are examples that have become stronger. They evolve, they expand, they extend, and they are brands that will likely be with us for years to come.
The emergence of digital marketing initially gave the feeling that anything was possible. The first digital world was a bit like the Wild West. Digital advertising seemed fast and cheap, compared to television. Many thought it wasn’t worth investigating because of all the new behavioral data that was coming in: just count the clicks and see if sales increase. Clicks were a simple metric: without normative data, anything was good if it worked better than the last time.
Any medium is capable of achieving any marketing objective: some lean towards brand building, others towards performance marketing and it all depends on creativity.
In this sense, Kantar has been measuring the impact of digital advertising on the brand since 1996 and there is now clear evidence that digital advertising is as powerful, as any other medium, for its ability to create strong emotions that we know drive value. Of the brand.
Brands must stay focused on their construction when developing ads. It’s important not to lose sight of your long-term goals, even when developing ads designed to work immediately.
Nowadays, not all advertising always tries to achieve both activation and brand building. The different elements of a campaign can focus on one or the other. But while advertising focused on performance is likely to see a direct increase in ROI, advertising that focuses on brand building is slightly stronger when it comes to ROMI benefit.
Looking ahead, it seems increasingly likely that ads will be able to address both branding and performance in an adaptive and interactive way. Generative AI could see the return of a new type of dynamic content optimization, allowing the adjustment of ongoing advertising, making brand and performance more intertwined, with measurement of effectiveness. The ability to adjust an ad in real time, such as adding and removing relevant promotions in a brand-focused campaign, means the same ads are used in both aspects.
Fuente:
Can Marketers Have It All? How to Build Predisposition and Influence Sales. (n.d.).
Alejandro Zayas has a degree in Marketing with more than 15 years in the pharmaceutical industry, Pharma, CHC, Ot’x and Medical Devices.
#Brand #creation #promotions