How CPG Brands Can Improve Marketing ROI

Consumer packaged goods (CPG) – a massive category with a lot to consider. Some goods are purchased daily, while others have a longer life cycle ranging from months to years. 

The goal? Build brand affinity to gain a lifelong customer, regardless of the frequency of purchase. 

Achieving brand affinity can result in substantial customer lifetime value, even influencing generations of consumers as parents pass on their preferences to their children. However, if brand affinity is not achieved, there is a low consumer switching cost, and competitors can swoop in and take your customers. There will almost always be MANY other choices and consumers are becoming less loyal

So how can CPG marketers improve marketing ROI by driving brand loyalty and ultimately creating repeat purchasers?

  1. Become consumer obsessed.

  2. Invest in outstanding creative assets.

How to Become Consumer Obsessed

If you don’t understand and deeply care about your target consumer, you will lose their attention every time. That’s why it’s critical for brands, both emerging and established, to do extensive research on who their best customers are –  building a robust targeting strategy that not only finds other consumers like them, but also nurtures your relationship with them. For new brands who do not yet have an established customer base, this requires a lot of upfront work that may at times feel tedious, but will ultimately yield dividends once the brand is in market. 

Understanding consumers’ pain points is a key first step in this learning phase – what challenges will your product solve for? How will it make the consumer’s life better or easier? Make sure you are acknowledging their frustrations as you are in product development and building a go-to-market strategy. 

What motivates these individuals? Are they parents who strive to create a safe home environment? Are they executives who seek products that insinuate prestige? Are they athletes who seek products that enhance their healthy lifestyle?

Investigating where your target audience spends their time also helps improve efficacy and improves marketing ROI by decreasing media waste.

What are your desired consumers’ hobbies and interests?

Where do they most commonly shop?

What websites and social media platforms do they visit?

What publications or streaming services do they subscribe to?

Understanding these behaviors will allow your brand to show up during foundational times of introducing your brand and also influence their thoughts during key decision making moments. 

It’s important to think of these individuals in more than a demographic capacity, building out knowledge that shows 360 degree thinking and makes the consumer feel seen and heard. And this learning phase should never end. As your brand grows and learnings evolve, continually recalibrate and gather feedback to ensure your product remains relevant.

In order to achieve a high customer lifetime value, you must invest in a lifelong relationship and not just massive reach. 

Why It’s Important to Invest in Outstanding Creatives

Once you understand your target audience, you have to work on cultivating a memorable brand image and voice. All of the audience research in the world will not reach its full potential unless there are creative assets to allow that robust understanding to come to life in the consumer’s day-to-day engagement.

Furthermore, media performance will likely struggle if this is not a priority, resulting in reduced cost efficiency and, more importantly, fewer purchases. Global vice president of consumer experience at Mondelez International says it best – “One way to drive efficiency is actually the creative excellence.” Marketing Dive’s article goes on to say “…if Ritz and Oreo activated on the same platform, targeting the same audiences in the same time frames, Oreo would ultimately pay lower rates due to its ‘higher creative excellence.’”

So how do you achieve creative excellence? Well, that of course goes back to point number one – know your customers and what keeps them coming back. Keep your brand top of mind through an understanding of general purchase cadence and purchase motivators. Realize your customers will require segmentation to achieve effective personalization – you shouldn’t speak to the safety-focused mother the same way you speak to the influence-focused executive. 

This can get very expensive, very quickly if not done strategically. That means your brand does not need to show up on EVERY channel. That means your brand should likely start with flexible digital placements where you can derive quick learnings before buying the expensive TV spot or billboard. That means you start small and build scale once you have done the analysis to understand what works and what doesn’t. 

CPG marketers have an exciting opportunity to identify ways to drive marketing ROI for their brand by straying away from early mass media investment and instead prioritizing smart learnings that are audience-focused and creative excellence obsessed.

Recommended reading:

Automated Content Recognition 101

While automated content recognition (ACR) may not be new, it is becoming more widely incorporated into digital marketing strategies. As the number of consumers using smart TVs continues to grow, marketers need to fully understand what ACR is, as well as all of the different capabilities it can bring to current or future campaigns. 

What is Automated Content Recognition?

ACR is a way in which content is captured and identified. It can be captured across all types of TV viewing: linear, video on demand, OTT, commercials and video games. The data received provides valuable consumer insights that allows advertisers to target niche audiences, create a better experience and drive more conversions.

How Does ACR Work?

ACR technology utilizes audio, video, or watermark cues to recognize TV content, and is then marched to a source database for reference. ACR data captures key consumer behaviors associated with TV viewership, like what content is being streamed, time-shifting, and ad-skipping. Beyond that, it can also provide insights on cord-cutting and binge-watching. 

Audio Fingerprinting

 Data is collected from connected devices through audio. In order to accomplish this, the app must be running and the user has to opt-in to data collections, which can cause the results to be limited and have gaps in data metrics. 

Video Fingerprinting

Data is collected directly from the user’s connected TV through visual or video capture information. It can capture all content that passes through the TV and, unlike audio, only requires that the TV be on and the user to opt-in to data collection.

Watermark Fingerprinting

Data is collected using digital tags placed before distribution. Owners then can use the tags to track how their content is being used.

How Can You Utilize ACR?

The data Automated Content Recognition provides empowers marketers to better understand and reach their unique audience, as well as customize a message that will resonate with them. Utilizing ACR also strengthens the way in which TV and digital advertising work together, providing more opportunities for second-screen advertising which results in additional OTT marketing capabilities.

Here are four ways ACR can be utilized in campaigns:

  • Content Identification: Identifying what content is being viewed
  • Content Enhancement: An interactive tool that triggers complementary content based on what the viewer is watching. This can be utilized on a second screen and can be formatted in various ways, such as trivia, polls, coupons or interactive forms.
  • Broadcast Monitoring: Provides data and when and where viewers are playing content. This tool allows advertisers to track the journey of their content.
  • Audience Measurement: Allows industry leaders to assess who is watching content in real-time, which is essential for ad pricing.

The ways in which viewers consume TV has drastically changed (and continues to change even still), but the overall love of programming has remained. Implementing data-driven tactics like ACR gives marketers access to higher quality ad space. 

Targeting in the Cookieless Future – What Marketers Need to Know

As the end of the third-party cookie nears, at the forefront of many marketers’ minds is the concern that approaches to audience targeting will soon be reversed by ten years and limit the sophistication of their data-focused strategies in a cookieless environment. While those who have solely relied on cookie-based audiences and retargeting audiences are going to need to overhaul their execution, many data technology partners have alternatives that will help bridge the gap with innovative solutions and, perhaps most importantly to the industry, this will require a necessary reset to marketers’ and brands’ overreliance on retargeting and vanity metrics.

ID-Based Solutions

In a cookieless environment, targeting solutions that are based on anonymized PII is going to be critical to maintain the one-to-one approach to reach consumers. Many of the upcoming ID-solutions will be interoperable, meaning they will speak to one another and create synergies for marketers. Below are a few of the most discussed solutions across the industry:

Unified ID 2.0

Many publishers and technology partners are working together to be able to produce Unified ID 2.0, which will be an open source solution built with hashed and encrypted email addresses across the web where a user has logged in. This solution, initially spearheaded by The Trade Desk and now being overseen by Prebid, has gotten significant backing by other publishers and brands. This includes, but isn’t limited to, Index Exchange, Magnite, PubMatic, OpenX, SpotX, LiveRamp, and The Washington PostFor consumers who are wanting to have more transparency about how their data is being used, they are going to be able to monitor and adjust how their data is being leveraged and encourage publishers to be more forthright in the value exchange that occurs. 

Liveramp Authenticated Traffic Solution

Similar to Unified ID 2.0, Liveramp is developing their own methodology to also get ahead of the cookieless future in collaboration with their partners. As outlined on Liveramp’s website, their “IdentityLink unlocks the value of your data securely because it’s encoded for every identity space, protecting your data from loss and misuse.” However, it does differ from the unified ID solution because it does not include identifiers such as fingerprinting and hashed emails. Instead they are creating an environment known as “Safe Haven,” which will aggregate many data providers’ information and enable for next-level machine learning to grow customer understanding and activate against new audiences. This will allow for fragmented data to be assimilated into a people-based solution based on identity across channels.

Lotame Panorama ID

Lotame’s solution is people-based and compliant, accumulating inputs across the web, mobile, connected TV, and customer data. This data can then be utilized across devices, domains and platforms universally across the open-web. As outlined in their press release, Lotame “…[matches] attributes across devices and domains to an individual…[leveraging] more than 90 platform partners, plus data from 180 providers in 58 countries.” This allows the ID to scale.

Neustar’s Fabrick ID

Neustar recently announced that they would also be rolling out an ID which aligns with the customer cloud solution that was released in the summer of 2020.  According to AdExchanger, “…Neustar has an API that publishers can call with the information they have on customers, most likely a hashed email or phone number. Neustar then spits out a token (the Fabrick ID), which publishers can use to share identity data back with Neustar’s advertiser clients and to sell their media programmatically on the open exchange.” Steve Silvers, the SVP of product and GM for customer experience at Neustar, informed AdExchanger that the ID is a more privacy compliant solution as compared to third-party cookies because it expires after 7 days.

First and Second-Party Data

First and second party data have been highly valuable for brands for a long time. Targeting these audiences allows for more touchpoints with known prospects, the ability to continue touchpoints beyond email with past customers, an opportunity to upsell with other relevant products, and the luxury of using other companies’ powerful audiences in your targeting. While historically important, this data is expected to be essential to establishing a well-rounded digital strategy in a post-cookie environment. The companies that are poised for success here have been building deterministic identity graphs for years not only based on logins and emails, but also devices, purchase information and phone numbers.

The Benefits of Walled Gardens’ Second Party Data

While there has historically been some frustration across marketing professionals on the siloed effect of walled gardens, marketers are beginning to change their tune after realizing limitations that they will be confronted with once the deprecation of the third-party cookie is in full-swing. The great thing about these providers is that nearly everyone on each platform is signed in, meaning that there is inherently an ID present without the need of cookies. Now that doesn’t mean there will at least be some impact on scale with data transparency really coming to the forefront in 2021, but there will still be an opportunity to reach deterministic audiences based on their behaviors. Coegi will have a follow-up piece all dedicated to walled gardens – the good, the bad, and the ugly.

Interest-Based Audiences

Some partners, like Google, are turning to behavioral tagging to generate audiences. This is basically works by giving users interest labels and sharing them with advertisers as the user visits the site. These labels or tags are determined based on recent browsing history and eliminates any IDs associated with the targeting, which provides more privacy while also allowing marketers to ensure they are able to provide relevant content to their consumers.

Advanced Contextual Targeting

Contextual-based targeting centered around keywords has been implemented across programmatic campaigns for years to expand prospecting pools and assume relevancy. While this seems overly simplistic given the granularity of other targeting options, it actually offers a great opportunity to reach those whom you might have not otherwise considered to be part of your target audience and also expand reach through cost-effective CPMs. Furthermore, contextual targeting has come a long way since the early 2010s, and many data providers now offer unique solutions based on real-time data and artificial intelligence that elevates the sophistication even further and allows for greater personalization in marketing.

One such solution is offered by Peer39, a highly regarded contextual data marketplace, who recently partnered with multiple data providers including Newsguard, Hotspex Media, and Planalytics. They are now rolling out a solution that allows for contextual targeting layered with weather triggering events, known as the product demand index, which takes into account environmental factors and dynamics weather conditions in the location that the user is. Beyond this, they also allow marketers to select contextual placements based on credibility and brand sensitivity of the webpage, overall emotional sentiment, and predictive trending targeting based on topics that are relevant to the brand.

Another respected contextual data partner, Oracle (who bought Grapeshot back in 2018), also offers a contextual intelligence opportunity. By using sets of keywords and phrases, Oracle Grapeshot is able to understand relevancy of the page for the category of content and subsequent strength of the category match. This approach allows contextual targeting to be evaluated on a broad versus niche basis, offering a variety of options for brands to tap into. 

Semasio also has a keyword-based contextual option that identifies webpages’ most significant terms and phrases and categorizes accordingly, inferring meaning and relevance. However, one of its more interesting solutions is the seed-based audience. This approach takes key customers or contacts from a CRM, analyzes what semantically differentiates this audience from the broader population, and produces a lookalike model of sorts based on contextual engagement. 

These elevated approaches open up new opportunities for marketers to intelligently lean into contextual.

What It All Means

As a whole, marketers and brands are going to have to tap into creative solutions to tap into audiences they have been targeting. While it will be time consuming to build up the repertoire needed, it is ultimately a safer direction to protect consumers and build trust.

Interested in learning more?

Why You Should be Advertising on Connected TV

Connected TV has officially met the reach of broadcast television. Streaming and connected TV devices exploded in 2020 as more consumers stayed home and cut the cord. As of 2021, there were just shy of 214 million connected television users, and that number is projected to increase to 230 million by 2025. In order to get full reach, brands cannot rest on just linear television buys alone – they must also lean into connected television.

In tandem with the upcoming deprecation of the third-party cookie, there is a substantial opportunity for marketers to better reach consumers through this premium medium. However, it is critical to approach connected TV strategically, to connect with your broader business goals in order to achieve the best return on your investment. 

Here are some connected TV strategic recommendations that Coegi leans on to create optimal user experiences for our brands:

Balance Audience and Contextual Targeting

The best thing about connected television compared to traditional television is that marketers are able to offer more customized targeting approaches beyond generic demographics and gross rating points. Instead, we are able to take it several steps further by having targeted reach and frequency in an environment where consumers tend to watch 90%+ of the video ad to completion. When analyzing how to reap the most success from targeting, it is important to balance both audience and contextual targeting. Audience targeting offers a lot of benefits in drilling down to behaviors, interests, purchase history, among other characteristics. However, because televisions and the relevant devices are most often shared across entire households, you cannot always be sure that the person who you are trying to reach is always the one in front of the screen. Furthermore, as third-party cookies become a thing of the past, pixel and cookie-based, probabilistic audiences will lose their potency and fade away from marketing tactics.

Knowing this contextual targeting on connected TV is going to become increasingly valuable. While programmatically bought connected TV ad placements aren’t able to target down to the program level, we are able to achieve scale by targeting specific networks, content genre categories and major live events (i.e. the Superbowl, the Oscars, etc.). Knowing your brand and how your preferred audiences index against specific television content is likely to become essential as you look toward the future of connected TV strategies. While these types of premium placements are often more expensive with CPMs often ranging between $40-50, it is critical to communicate the value of having brands’ content run alongside highly recognizable content, elevating the trustworthiness for newer brands and energizing excitement around existing brands. 

Take Advantage of Automatic Content Recognition (ACR)

Linear television continues to be a successful medium for many brands due to the cost efficiencies associated with the buy. However, they are certainly not reaching 100% of their target audience through this channel. In order to have greater reach, utilize linear extension through connected TV to reach other consumers in your target market who have not been exposed to your ad through linear television. Another option is to reinforce reach and frequency by retargeting those who were previously exposed on linear television on a connected tv device. 

Furthermore, ACR offers a great opportunity to have a new way to competitive conquest. You can serve connected TV ads to consumers who have watched your competitors’ commercials, giving an opportunity to gain greater awareness against a broader audience and potentially gain some untapped market share.

Understand Where the Greatest Areas of Opportunity Exist – Omni-Channel

 As with any omni-channel marketing strategy, it is important to consider how your target market tends to engage with media and where they tend to spend the majority of their time. Currently, the greatest volume of users fall between ages 25-44. However, due to the brand safety associated with the channel, it is possible for marketers to safely reach younger audiences as well. Beyond this, there is a word of mouth element to connected TV. Inmar Intelligence reports that Unruly found that “compared to linear TV viewers, ad-supported CTV users are 71% more likely to tell a friend about a brand, 53% more likely to search for a brand and 52% more likely to buy a product…”

Furthermore, this can be done effectively by taking more of an omni-channel approach to the CTV world and following the consumer wherever they are watching television.

Some marketers have become concerned by the fragmentation of connected TV – there are now so many streaming services that it feels challenging to unify the experience. In the interim, consider having a presence beyond the Hulu’s of the world and also tap into the connected TV walled gardens of Amazon Prime and YouTube TV to extend reach, have more of a holistic approach to the opportunity across the consumer base, and unify measurement accordingly. While these are our recommendations today, we are also aware that digital media and trends are changing at a rapid pace. Chief Strategy Officer at LiveRamp, Jay Prasad, recently said in a recent webinar: “Yesterday’s strategies weren’t built for today’s media.”

Measure Performance – Weighing Environment and Reach

Ads on streaming platforms tend to have really strong video completion rates, typically exceeding 90% but often reaching closer 97-99%. This makes the placement very valuable for brands who understand the power of storytelling. But how do brands evaluate success? Unique reach is certainly one metric to consider – how do I get my message in front of a lot of people and achieve broader awareness goals? However, it is important to also consider what placements are going to elevate your brand’s position. Some networks and programming opportunities are more costly than others, but also have powerful engagement (supplementing your local TV buy on the night of the Oscars with a presence on streaming devices watching). Overall, connected TV adds value through brands’ ability to evaluate performance against qualified audiences, reducing waste and allowing opportunities for optimization. It’s not just about reach and frequency on connected tv – it’s about targeted reach and frequency, placing dollars where there is minimal waste and greatest opportunity. 

Furthermore, for brands who really want to go the extra mile, advanced measurement tactics such as brand lift and foot traffic studies can be layered on to gain additional learnings beyond media metrics.

The biggest takeaway?

Connected television is relevant and pertinent to every brand across every industry – its power cannot be underestimated. That being said, it is important to remain agile in your approach to connected TV and be prepared to shift strategies in order to stay ahead of the curve and improve performance results.

Further reading:

Success in a Cookieless Future – Answering Common Questions

Marketers that have historically relied on cookies to be able reach their target audiences and measure success are panicking to be able to determine next steps for the cookieless future in order to avoid performance declines on their campaigns. Fortunately for Coegi, our team began anticipating this change years ago and have been transitioning towards people-based targeting signals versus a purely cookie-based approach.

While there are still questions that remain unanswered, we are confident that this transition will be seamless for our clients as we proactively work with our partners to identify the best solutions. We continue to prioritize premium placements, work with both identity and contextually based data providers, and implement various A/B testing to fully understand the implications on targeting and measurement for your brands.

Q&A for a Cookieless Future

When can we expect the cookie to be deprecated?

Google provided a rough timeline of when we can expect Chrome to no longer accept third-party cookies. It is expected to be a tw0-phase rollout in 2023. The Coegi team is working proactively to understand the future landscape and build upon our current solutions so the transition will be seamless.

How will cookie deprecation impact audience targeting?

Addressability will not be eliminated, but it will inevitably not be as easy to have access to a vast variety of third-party segments. Instead, having deterministic identity based solutions, first and second party data, and a robust contextual play are all going to be critical moving forward. The major impact will be on retargeting, which is necessitated by third party cookies in most instances.

Many publishers and technology partners are working together to produce Unified ID 2.0, which will be an open source solution. It is built with hashed and encrypted email addresses across the web where a user has logged in. That being said, there are several other data providers who are working or currently have their own solutions for 1:1 targeting without encroaching on privacy issues. Some of these partners include Liveramp, Wiland, MediaOcean, Amazon, Roundel, and Semcasting. 

First and second-party data (which is owned by publishers) will be central to an effective digital market strategy in a post-cookie environment. The companies poised for success here have been building deterministic identity graphs for years, not only based on logins and emails, but also devices, purchase information and phone numbers. Key players in this space include Liveramp, Eyeota, Oracle, Nielsen, and Adstra.

Finally, contextual targeting does not rely on cookies and provides brands with a strong opportunity to generate greater brand awareness when done strategically. As an additional benefit, the cost of contextual advertising tends to be substantially lower than addressable impressions as data is not layered on. However, this is impacted by whether the approach is through a whitelist or a private marketplace deal.

Will pixel remarketing be possible in the cookieless future?

Any pixel not owned by the owner of the website domain is considered a third party pixel. Unified ID 2.0 will allow for email-based conversion tracking in instances where email address is captured by the advertiser, such as a purchase or download. But, we don’t yet know the impact on reach in the buying platform.

However, we do know that first party data from opt-in email addresses will become increasingly valuable. Clients will need to adjust towards prioritizing prospecting and a full-funnel strategy versus relying on the metrics of consumers who were likely already going to convert, like from retargeting tactics. 

Should I adjust my channel strategy in the cookieless future?

The response to this question heavily ladders up to business goals, and may change based on forthcoming information and better understanding of scale implications. That being said, there won’t be any platforms that immediately become unusable. The difference is that attribution is going to be much more challenging.

Here are some tactical cookieless strategies to consider:

  • Shift budget toward CTV to drive more upper and mid funnel activity
  • Leverage DOOH with mobile retargeting – Android will still enable location tracking, despite iOS 14’s impact on tracking, and other vendors will provide alternative solutions
  • Lean into search and social with the objective of gathering 1st party data that can then be used for targeting and personalization
  • Maximize the ‘walled garden’ offerings (Google, Facebook, Amazon, etc.)

What differences are we going to see in measurement?

Cookies have been the underpinning for most digital marketing performance measurement for over twenty years, including post-click and post-view attribution. As a result, lower funnel tactics have stood out as ‘performance channels’ since a customer’s online actions can be more directly attributed to them.

Research shows that many customer journeys start on mobile. However, often mobile traffic looks less likely to convert than desktop traffic due to the fact that users switch between app browsers and mobile web browsers. This behavior makes it more and more difficult to stitch together the path to conversion. As a result, it can become hard to justify increased spending in mobile channels because the data does not indicate the actual influence on purchase or conversion activity.

Therefore, Coegi recommends integrating a directional approach to measurement as opposed to one that is solely deterministic. In fact, major platforms such as Google and Facebook have already implemented this targeting and measurement methodology to compensate for restrictions within the Safari browser and other limitations. 

Following are a few recommendations for developing your own model for more holistic measurement and attribution:

  • Benchmark your current performance: You can start modeling the impact of third-party cookie blocking by recording your current analytic metrics and monitoring them as the update takes effect. Establishing benchmarks by operating system and browser will enable you to calculate most accurately the potential impact.
  • Apply business intelligence models to your analytics: Predictive analytics can be used along with your data to provide deeper insights for the best performing marketing tactics and identify macro and micro trends that influence your business outcomes.
  • Consolidate media activation to as few platforms as possible: Platforms are developing their own internal frameworks to accurately track and measure marketing performance outside of third party trackers. The more platforms you execute your media through the more disparate measurement systems you have to take into consideration. There is also the likelihood that you will have duplication across platforms and consolidation will reduce that occurrence. 

Further reading:

When Does Advanced Measurement Make Sense?

Here at Coegi, measurement is at the center of everything we do. We listen to our clients’ challenges, objectives, and aspirations to understand what success looks like and build a media measurement framework that can help us better understand how we are progressing toward achieving those goals. Sometimes this is as simple as defining KPIs and optimization points based on media metrics; however, there are some instances where media metrics alone won’t be able to answer the brand’s questions. In these instances, it may be necessary to consider other advanced measurement strategies. 

When Should You Consider Advanced Measurement?

If your client’s goals are not able to be answered by traditional media metrics, then it is important to consider advanced measurement opportunities. Some examples of these questions include:

  • Did my brand have an increase in unaided brand awareness?
  • Did my retail locations gain incremental visits from the campaign?
  • Has my brand had an increase in market share as a result of the media running?

In these situations, reporting back on metrics such as reach and frequency, cost per click, and video completion rate won’t offer the business intel the client is looking for. 

Are There Barriers to Entry with Advanced Measurement?

It’s important to consider campaign budgets when deciding whether advanced measurement studies are the best solution. Each measurement partner has a unique pricing structure that may at times be cost prohibitive. Additionally, some measurement partners require impression volume or retail location minimums in order to run the study and ensure feasibility or statistical significance. Advanced measurement studies also tend to take several weeks to get up and running, which may cause concerns when there is a timeliness factor to the campaign. It’s important to set expectations and plan early when advanced measurement is likely to come into play. Finally, it’s important to identify which channels you are wanting to analyze, and keep in mind that walled gardens like Facebook and Google will require different solutions than other programmatic DSPs that allow for cross-channel measurement.

What Kinds of Advanced Measurement Studies are Common?

When selecting advanced measurement studies, it is important to once again think back to the client’s desired business outcomes. For those who are looking to understand growth in higher level outcomes such as awareness and consideration, a brand lift study likely makes the most sense. When wanting to understand incremental store visitation for large scale retail brands, a foot traffic study can help reinforce directional success. If sales and understanding of growth to the company’s bottom line are critical, then a sales lift study will likely be identified as a solution. 

When strategizing media campaigns, it’s important to measure what matters to your client. In situations where front-facing media metrics aren’t enough, it’s important to weigh your options to understand your campaign impact on meaningful business outcomes.If you are interested in running a campaign with advanced measurement solutions, reach out to your partners at Coegi.

Recommended Reading: 5 Steps to Successful Marketing Measurement

3 Key Steps To Maximizing Your Marketing Campaign’s Success

When developing a robust marketing campaign strategy, there are many different components to consider to drive success. For example, who is your target audience, where do they spend their time, what do they care about, when are they most engaged, etc. The common denominator of all those questions is the consumer. Without substantial understanding of the persona you are reaching and what makes them tick, your marketing strategy is destined to fail to meet goals and expectations. The best way to ensure your campaign reaches the identified goals and KPIs is to take an audience-first approach. Place the consumer at the center of the strategy and base your choices in data targeting and media mix on those individuals.

Finding your ideal audience

Sometimes it is challenging to know who the “ideal audience” is. It often involves a lot of considerations such as customer lifetime value and advocacy. However, while often a substantial time investment, it is the most critical step in having a successful marketing campaign strategy. Here are some tips to better understanding your current customers and prospective consumers:

  • Analyze your first party data: What makes your core customers similar and how can you use those learnings to find new prospects, and looking at historical quantitative and qualitative data to understand who your “best” customers are to-date
  • Review Google Analytics data to reveal key insights: By looking at data cuts such as demographics, interests, and geos, your brand can gain some insight into who is your current customer and ways you can use targeting to build on that customer base
  • Place a pixel on your site: By placing a pixel on your website, you can go a step further than what is viewable on Google Analytics and understand where your audience is highly indexing in terms of behaviors, interests, and demographics
  • Use audience research tools: By tapping into audience research tools that are panel-based, you can better understand consumer thoughts, opinions, and decisions that are informing behavioral trends

Maximizing campaign success through placements

Identifying the right channels to place your media should be a balance of what your business objectives are along with the scale of your audience on those platforms. If the goal is to truly get in front of as many people as possible in a high-traffic area, then perhaps billboards are the best investment. However, if there is a need to have a more targeted approach with cost-efficiency metrics to optimize against, understand creative performance that is moving the needle, and gain insight into your top performing audiences, digital is likely the way to go. Now, whether you choose video, social, display, or search depends on your goals, though having a full-funnel strategy is almost always the ideal way to help guide the consumer journey.

Cutting through the clutter with the ideal message

Consumers are confronted with thousands of ads a day, which makes it easy for them to ignore. So how do brands make an impact? For many, the answer is personalization. Personalization can mean a lot of different things, and can be accomplished in a way that is effective without feeling invasive. Personalization can include aligning copy and messaging to:

  • Your audience’s interests
  • The time of the day for the consumer
  • The location of the consumer
  • The consumer’s stage of life
  • The consumer’s demographics
  • Where the consumer is in their journey (just learning about the brand vs. being familiar with the brand and nearing conversion)

It’s also important to consider what is distinctive and relevant. Distinct brand assets are consistent sensory & semantic cues (i.e. colors, logos, taglines, jingles, etc.) that makes it easier for consumers to identify your brand and recall the selling points associated with it. Yet, understanding the components of a creative that are creating the most impact requires analysis, which can involve A/B testing various messages, imagery, and CTAs, or even conducting a panel-based survey to hear first-hand what consumers like and dislike about your assets. Brand growth truly occurs when marketers understand and leverage their distinctive brand assets effectively to build mental availability with the consumer.

Determining marketing campaign success

Evaluating whether your marketing campaign was a success depends on your definition. Coegi always aligns the campaign measurement strategy to business goals; however, how granular the measurement insights are dependent on client expectations. If the goal was awareness, some brands feel satisfied by hitting an ideal reach and frequency thus using media metrics will be sufficient. However, if a brand wants to show an incremental life in unaided brand awareness, that will require an advanced measurement strategy.

At the end of the day, the most important thing to remember is to prioritize the data that matters most to your business and not get distracted by vanity metrics that do not answer the question of whether you achieved your company goals.

 

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