Performance Marketing: How to find a perfect blend of performance and brand marketing?, ET BrandEquity

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by Lindsey Francy Feb 2, 2023 News
Performance Marketing: How to find a perfect blend of performance and brand marketing?, ET BrandEquity
<p>Representative Image </p>
Representative Image

In this fast-changing business environment marked by exceptionally higher levels of uncertainty and ambiguity, organizations need to strike a balance between performance and brand marketing. This mandates marketers to carefully plan, execute, and control their branding and performance strategies so that both these aspects complement each other. This, in turn, will help the company to deliver precise target campaigns for better reach, recall, and engagement with prospective buyers. It’s only when both performance and brand marketing align, the company will realize the desired results on key performance indicators (KPIs) including profitability, customer satisfaction, and brand loyalty among others. Changing Realities

In this day and age, conventional brand-building exercises may not be enough. Brand and performance marketing can do wonders for the company to communicate, build, and reinforce its image, unlike the traditional approaches that typically take years to build up brand image. The display of ads needs to be aligned with performance marketing to double its impact on the minds of prospective buyers. The complete details on how to achieve a perfect blend of performance and brand marketing is here.

1) Select Right Audiences: Segmenting, targeting, and positioning (STP) are at the heart of successful brand and performance marketing exercises. These concepts are also fundamental to ensuring the success of organizations to achieve sustained profitability in the business. For selecting the right target market for campaigns, marketers can rely upon the leading names in the industry such as Similar Web, Comscore, among others. As these platforms boast a variety of users across demographics, they offer a genuine and wide base to start with segmentation and targeting strategies.

2) Create Touchpoints:
Once the segmentation and selection of the target audiences are done, marketers need to carefully create a holistic touchpoints strategy to achieve an outstanding impact on branding and performance marketing plans. This can be achieved using multiple assets such as Meta, DV360, Adwords planning tool or buying 3rd party audiences from the likes of Blukai, Lotame and many more. Marketers can start their awareness drive by uploading videos on YouTube and then use the statistics to garner the interest of probable buyers through DSP and DRIP campaigns. Also, it is important for brands to use multiple touchpoints to catch attention, build awareness, and finally achieve the desired rate of conversions. For example, LinkedIn can be used for gathering advocacy among the target groups while the use of Amazon or Flipkart is more suitable for achieving high conversion rates. OTT platforms, on the other hand, are considered the optimal options for helping brands occupy a place in the list of possibilities in the minds of consumers.

To achieve consistency in business results, marketers need to bring a certain level of congruence between brand and performance marketing efforts. Similar themes, content, and visuals are created for both brand and performance marketing campaigns. Consistency will help brands to present a united face to potential buyers. Any incongruity and contradiction in branding and performance marketing campaigns could affect the performance of the brand.

The controlling aspect of the process is crucial for ensuring the constant upgradation of these efforts in the long run. The key performance indicators should be decided by the marketing teams and they should closely track the results. Stakeholder feedback and desired changes should be made by the campaign managers. Ensuring that the desired changes are integrated into the campaigns to make them better is the most important part of the feedback process.

Brand and performance marketing efforts are at the heart of the successful marketing strategy of a company. These campaigns, when aligned in a single direction, can help companies to achieve higher levels of customer satisfaction, brand loyalty, and sustained profitability. However, achieving a perfect blend and congruence in brand and performance marketing is a tricky task that requires patience, experience, and a lot of deliberation and teamwork. The process also entails the support of the top leadership as marketers require the necessary autonomy and decision-making power to deliver a congruent, consistent, and harmonious brand experience to customers. While brand and performance marketing have different objectives as such, both these strategies should be implemented in congruence with each other to deliver a consistent brand experience to target audiences. In sum, the perfect blend of brand and performance marketing can help in delivering a consistent brand experience across platforms and take the effectiveness of campaigns to a whole new level.

In order to coordinate marketing efforts in light of changing consumer behavior, a marketer needs to be aware of the changing elements.


The article was published on February 2, 2023.

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