In 2021, customers are keenly assessing their brands’ activity and the steps they are taking to position themselves as an industry leader. Thus, brands must take actions such as weaving performance marketing into brand marketing for effectively building brands and marketing strategies.
Since the beginning of 2021, brands across the globe are striving to take innovative approaches for effective marketing. After witnessing the devastating effects of the COVID crisis plus concerns around privacy, it has become imperative for marketing departments to look for alternatives to third-party data and cookie-driven marketing for keeping the trust of their customer base. Furthermore, in the midst of financial uncertainty, CFOs and CEOs expect a direct ROI between their marketing expenditures and KPIs or business outcomes. Hence, it is critical that Marketing leaders seek ways to defend every penny of their already constrained marketing budget.
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Instead of operating the brand marketing activity and performance ones in silos, marketing leaders must come up with initiatives to effectively integrate them. To effectively carry out their integration, brands can opt for contextual strategies. By opting for contextual strategies, marketing leaders can ensure that they can send their message and content to their audience in the right context.
Using contextual strategies for branding marketing
To effectively leverage the contextual strategies, brands should deploy high-quality content assets as part of their native content campaign. It enables brands to distribute in-depth content to the right audience in the right environment. Also, instead of utilizing a standard cost-per-thousand impression (CPM) KPI, the marketing department can measure the effectiveness of the content via a cost-per-click metric in native. This saves brands a high monetary cost as they only have to pay for delivery that started customer engagement.
Choosing the right context
The pandemic forced brands to take their ads down from the site in order to avoid placements with the COVID-19 related content. This resulted in media publications losing a considerable chunk of ad revenue while the content consumption reached its all-time high. However, the brands that didn’t stop investing in their marketing budget and instead pivoted their creativity towards the right contextual note, saw a dramatic increase in their customer engagement. Moving forward, brands that will have the eye for using the right context cannot not only expect to increase their customer engagement but also hope to gain their customers’ trust and loyalty.
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Synergizing the Performance and Brand Marketing
Even during the current crisis, the CEOs and CFOs are expecting their marketing department to deliver an immediate ROI. Hence, marketing leaders must reassess their KPIs, marketing strategies, and creative toolset for adding various delivery methods and measurements to their CPM-based campaigns. Using contextual or sponsored content as a supplement to automated methodologies, brands can ensure that their messages are getting through in a safe and premium environment.
In an increasingly privacy concerned environment, getting the right messages across the audience seems complicated. However, by integrating performance and brand marketing with context acting as secret ingredients, brands can expect to optimize their marketing campaigns and get meaningful results.
