A strong brand is more than a name and logo, it is a thoughtful and impactful strategy. Businesses with a strong brand performance strategy can generate higher sales and profits. In other words, taking the time to improve strategy can give brands a substantial competitive advantage.
Here are a few marketing tips to help brands develop effective brand performance strategies and tactics in dynamically changing the digital world.
Be mindful of target users’ wishes
In order to achieve more conversions, engagement, and awareness, brands need to consider users’ points of view before launching ad campaigns. Why do they make purchases? What factors cause consumers to complete a purchase? What wants or requirements do users have when looking for products or services? At first sight, these questions sound simple enough. However, according to a Verint survey, 24% of consumers believe that brands take their opinion into consideration, and only 29% think they are valued as clients.
Consideration of consumers’ points of view is a crucial factor in creating a strong brand position in any market, additional to raising loyalty, and improving the efficiency of ad campaigns. While brands collect users’ data and analyze their behavior, it is important to generate portraits of target audiences considering their wishes, “pain” and emotional components. It helps to improve strategy and customer experience. Moreover, even modest improvements in customer experience make for a 34% increase in conversions.
Don’t overuse a one ad format — embrace different advertisements
Targeting, budget and strategy are important components of ad campaigns, but without catchy ad creatives they can prove senseless. A recent study by Microsoft concluded that the user’s attention span has dropped. Nowadays, brands have only eight seconds to attract users’ attention. Static image and text capture doesn’t work anymore.
Fortunately, digital advertising has expanded beyond static banners. Taking advantage of video, interactive ads, animated banners help to attract the audience’s attention and inspire them to purchase. As soon as brands start to use richer ads content, they increase viewability and gain an 18% elevation of ROI. (lLearn more about advertisement creation here)
Moreover, brands have the opportunity to combine automation with ad creatives. Nowadays, AI can generate some parts of advertisements, text capture, picture, and full-fledged advertisements depending on the interests of the audience’s segments. Also, AI can help brands deliver personalized messages to customers at appropriate points in the sales funnel. It helps to gain up to 10% higher revenues.
Set goals of ad campaigns
Defining the goals of an advertising campaign is an essential detail in brand promotion. Marketing strategy, budgets, terms, and KPIs are formed based on advertising goals. Before launch, goals are set based on expected results (clicks, impressions, conversions, leads, etc.), so they should be measurable. (Learn more about KPIs here)
It’ll help brands to get informative results. Based on these results, you can improve your future ad campaigns, decide which components to use again and which to discard for optimization.
Don’t forget about mobile devices
As technology advances, and it always will, users’ behavior changes. Nowadays, users can’t imagine life without mobile devices. More than 50% of smartphone users have discovered a new brand or product while searching on their mobile devices.
That’s why it’s essential to make sure that the brand’s audience can use mobiles and tablets to access marketing channels, including sites, social media, and digital advertising. If brands will conduct device type and device usage data research, then they can build a strategy for any type of user’s device. It will help to increase brand awareness and conversions. Besides, 64% of marketers find mobile optimization as an effective investment.
Influencer marketing can help brands as well
Influencer marketing is an approach that can help brands raise their efficiency and revenues. 87% of users followed a brand, visited its offline or online store, or made a purchase, etc. after seeing a combination of influencer content and advertisements.
It’s a marketing strategy that has been used by thousands of businesses, and can help brands to solve next tasks:
- build a brand trust;
- boost customer loyalty;
- bring a new product to market;
- increase conversions.
Source: Digital Marketing Institute
A lot of users are tired of advertisements. For example, 74% of social media users think there are too many ads, and 44% find ads irrelevant to their wants and needs. However, influencer marketing doesn’t look like intrusive advertising. It seems like advice from someone the audience trusts. Therefore advertising with influencer content creates good opportunities for brands to promote their products or services, communicate with their target audience, raise brand awareness, and more.
Brand performance strategy helps make your brand position stronger in the digital market. And by following and improving on this strategy, brands can increase profit and, loyalty.