Branding and Performance Hand to Hand

Oct 17, 2019 1135 views

It is possible to reconcile branding and performancAccording to a survey by the eMarketer consultancy, the expected growth for 2019 in digital advertising investment in Latin America will reach US $ 9.17 billion, about R $ 35 billion reais. This whole move forces marketers to seek mechanisms so that their ads not only attract clicks, but also positively impact users.

To be successful you need to understand how to reconcile branding and performance into a unique marketing strategy. This is a challenge for field professionals because while performance marketing is seen as a tool to drive sales growth in the short term, the focus of branding is building brand positioning in the long run. And there is an extra adversity: how to combine branding and performance to get better results in the short term?

The answer to this question lies in a hybrid approach, where investment in 'retargeting' is done strategically. Retargeting campaigns, supported by advanced technologies, especially leading-edge algorithms, enable the necessary balance between the two areas, as they allow you to customize ads and recommend product offerings tailor made to users. The consistency and effectiveness of a retargeting strategy is critical to bringing meaningful sales results while positively influencing brand awareness with relevant and less invasive content.

In practice, this means worrying about the quality of each ad, whether the creative has appropriate images and aligned with the brand guidebook, for example, and is able to promote constructive experiences and interactions. It is worth remembering that retargeting is primarily responsible for generating more sales for the website, but it is also an important tool to bring back visitors who have already been to your site, increasing traffic and brand recall among your consumers.

This is Gartner's vision that by 2020 smart personalization mechanisms to map the flow of customer traffic are key for companies to increase profits by up to 15 percent. The consulting firm points out that increased customer engagement leads to more orders, higher conversion rates, more customer acquisitions, and fewer returned items.

It is clear that by working branding and performance strategies together, and no longer in parallel, it is possible to create accurate messages for the right person at the right time, turning marketing into a highly efficient tool. Thus, not only will the sales tools work in favor of brand building, but the brand itself, stronger, will contribute to a better sales performance.