Category: Industry Expertise

The B2B Digital Marketing Handbook

Posted on by Coegi

The digital marketing revolution is sweeping the world – and B2B advertising is no exception. Buyers and sellers are shifting to digital channels for conducting networking, brand building, product demos and training, and even transactions. 

Using this handbook, you can adapt your brand to the evolving marketplace by using the most effective channels, targeting methods and measurement strategies for reaching modern B2B buyers. In this guide you’ll learn the answers to key marketing questions, such as: 

How can you efficiently target B2B audiences?

B2B’s emphasis on precisely targeting niche audience groups will be affected by third-party cookie deprecation in 2023. Find a balance between leveraging non-cookie based second and third-party prospecting audiences and creating digital touch points with your CRM contacts to reach the buyers that matter most for your brand. 

What are the best channels for B2B brands to advertise on?

Some of the most effective and fastest growing digital channels we recommend for B2B marketers include social, display, search, connected TV and audio. Read the full guide or continue scrolling to learn how to activate each channel most effectively and achieve business results. 

How to measure the results of B2B digital marketing? 

Track the cross-channel customer journey via both sales and marketing touchpoints. Accurate measurement provides learnings to optimize the process, making the sales funnel shorter and ad spend more effective. A common misstep marketers make is focusing solely on attribution and sourcing metrics. This is an oversimplification that blinds true insights and efficiency. To more accurately track a complex buying cycle, we outline a five step measurement process to define omni-channel success.

Future-Proof Your B2B Digital Marketing Strategy

Digital-first marketing is the way forward for B2B brands. This handbook provides a deeper understanding of the high level trends you need to know to stay ahead of the competitive curve and capitalize on untapped marketing space.

Download the B2B Digital Marketing Handbook now to level up your strategy. If you have any questions, don’t hesitate to contact us to set up a discovery call.

Adapting to the Digital-First B2B Marketplace 

B2B digital ad spending is growing rapidly, and traditional spend is not expected to recover to pre-pandemic levels. Digital advertising will be pivotal for B2B brands moving forward as buyers become more accustomed to a digital-first marketplace. 

Here’s three simple shifts that can have a major impact:

Follow B2C’s Example

Leading consumer brands diversify and digitize their marketing mix to create robust omni-channel strategies. This is highly successful for meeting customers wherever they are online. Personalizing content is now an expectation for B2B digital marketing.

Lead with Data

Use CRM data to identify customers with the greatest lifetime value based on potential or historical spend to optimize your marketing expenditure. Then, create AI-based lookalike models to find new consumers who behave like your best customers.

Lean into Video 

B2B buyers engage heavily with video content across the consumer journey, perhaps to the surprise of the more traditional B2B marketers. Product demos, tutorials, webinars, and culture-based content all have an impact on engaging and informing buyers. 

Digital Account-Based Marketing (ABM)

Companies are placing the highest investment for their account based marketing (ABM)  strategies into digital. The majority of spend occurs on social media, paid search, and e-newsletters. However, other channels such as display, CTV and audio are gaining more share of wallet each year. 

A barrier to successful ABM is the ability to efficiently and effectively personalize marketing at scale. This is addressable by using AI technology to segment and serve account-based ads on a programmatic level. There are also various methods for account-based targeting on platforms such as LinkedIn. 

Targeting B2B Audiences with Digital Marketing 

Impact of the Cookieless Future

It is important to maintain a forward looking mentality for lead generation. The cookieless future will affect targeting niche audience groups, an emphasis of B2B marketers. Brands should explore emerging identity-solution technologies while also prioritizing first-party data collection. Finding a balance between leveraging third-party prospecting audiences and your CRM contacts can define your success. 

Know Your B2B Audience

Use consumer intelligence tools to create highly specific audience personas. Understand where their media consumption lies so you can reach them in both endemic and non-endemic environments. Focusing on intentionally targeting high quality leads will achieve a much higher return on investment than a mass market approach. 

Job Title Targeting

Reach industry professionals based on the NAICS listed industries in which they work. Target using ABM, job title, job function and seniority targeting, firmographic, and intent signals. Further refine targeting through Boolean logic to reach specific B2B audiences.

IP Targeting

IP targeting enables brands to identify qualified households and businesses based on IP address. You can also create look-alike models using audience lists to expand reach. This allows you to target specific business locations and reach employees while they are at work. 

Geo-Targeting

Geo-fencing powers hyper-local mobile targeting in specific locations of your target accounts. Geo-targeting industry conferences can be effective to reach a high concentration of relevant professionals with greater efficiency. 

Retargeting

Website retargeting allows you to reach warm leads who have recently visited your site with sequential messaging. Conversion pixels can be particularly useful for B2B brands to place on key actions, like PDF downloads or form submissions. However, the deprecation of third-party cookies will inevitably impact this – so avoid overreliance on this tactic.

Key Channels for B2B Digital Marketing 

Brands need to enable digital transaction and communication across all stages of the lead funnel. Here are some of the most effective and fastest growing digital channels we recommend for B2B marketers:

Social Media

While social media is extremely useful in personifying the brand, it also goes a long way in driving new prospects and increasing customer lifetime value. Advertising and engaging content initiates that process. The most commonly used and highly effective social media for B2B brands is LinkedIn. 

LinkedIn has millions of active professionals with detailed targeting capabilities for reaching a business-focused target audience. On LinkedIn, individuals are more likely to be engaged in business-related activities, which is a great fit for B2B initiatives. 

Connected TV

Brands are realizing the value of video in driving awareness through storytelling, which is just as important to B2B as it is to B2C. CTV ads provide maximum impact, reaching users on the largest screen in their home against premium content. With advanced audience targeting across CTV devices brands can re-engage existing customers and reach new audiences. 

Programmatic Audio 

Programmatic audio is a growing sector for B2B. Placements in relevant podcasts or streaming platforms can reach very specific audiences. B2B spend in this category is currently lagging, but we expect growth in the next several years. By capitalizing on this tactic now, your brand has the potential to capture attention ahead of more widespread adoption 

Digital-Out-of-Home

Digital Out of Home (DOOH) refers to the purchasing of digital screens in public. With DOOH, you can purchase inventory nearly in real-time versus traditional methods that take multiple weeks and contracts. Digital screens place ads in locations where you know key decision makers are likely to be.

Display

4 out of 10 US B2B marketers said they plan to increase their display budget in 2022. Use display to drive consideration and lead generation through specific CTAs. Segment audiences based on attributes and behaviors. Then, connect with them on relevant sites and apps using a combined approach of contextual and audience targeting. 

Native

Native ads match readers’ interests with curated content and generate higher brand engagement. This is especially useful for targeting B2B buyers when they are consuming contextually relevant content. Plus, it can position your content as an additional resource to the topic they are reading about without being intrusive.

Paid Search (PPC)

To show up in highly competitive search rankings, combine organic and paid search strategies for maximum impact and profitability. When B2B buyers begin searching for information, they will likely land on a top ranking site on Google. So, it is critical to bid against the most effective keywords to place your brand at the forefront of the consumer journey. 

Measuring B2B Digital Marketing Results 

Tracking the cross-channel journey across sales and digital marketing touchpoints is essential. Accurate measurement provides learnings to optimize the process, making the sales funnel shorter and ad spend more effective. 

Focusing on sourcing metrics is an oversimplification that blinds true insights and efficiency. To more accurately track a complex buying cycle, we recommend creating a custom measurement framework. 

Use this 5-step process to define omni-channel success for your B2B marketing: 

1) Align Sales and Marketing Teams

First, sales and marketing must have alignment. The following steps of identifying business OKRs should be collaborative to meet shared goals and understand the impact of one another’s efforts.

2) Identify Desired Business Outcomes

Secondly, establish and understand your core business goals. This creates a roadmap that empowers marketing and sales teams to make informed decisions. From there, you can begin to build a strategic marketing plan to move the needle for the brand

3) Determine KPIs to Indicate Success

Begin to identify the signals that trigger audience actions and bring you closer to your goals. Next, determine how each touchpoint leads the customer to the point of purchase and how you can track directional success. Move beyond typical metrics that simply measure media efficiency and see what is truly impacting your business results.

4) Evaluate Incrementality

As you nurture leads and drive new business, evaluate the incremental effects of your marketing strategy. To test different tactics or channels, establish a performance baseline and then adjust one variable at time to see the impact. This will give you more accurate insight than attribution or last-click models. 

5) Create a Cycle of Test and Learn

Now it is important to identify the key questions we can answer to improve upon results in the next campaign. Create a learning agenda to determine which components are driving the best outcomes so you can adjust and optimize in the future. 

Apply these core principles and watch your business transform. Using this approach will allow you to track and communicate meaningful data about your buyers, no matter how complex your channel strategy may be. 

Key Takeaways for B2B Marketers

Agility will be key in 2022 and B2B brands have an exciting opportunity to leverage the digital marketplace to their advantage. Using this guide, you should be able to better understand how to adapt your brand’s strategies for long-term success.

With a digital-first approach, audience personalization, and strategic targeting, you can reach your highest potential buyers with maximum efficiency. 


As you continue to navigate these challenges, Coegi is here to be your guide!

Reach out to us at info@coegipartners.com for a strategy consultation to enhance your customers’ digital journey.

Increase B2B Conversions Using Account Based Marketing

Posted on by Coegi

Account based marketing (ABM) is a focused strategy that blends sales and marketing efforts to reach high potential B2B customers. However, many brands struggle with achieving the level of personalization and automation needed for effective ABM at scale. Thankfully, there is a solution: programmatic ABM. Using automated buying tactics, brands can serve targeted ads to thousands of highly segmented B2B consumers within target organizations using technology and data for personalization. 

Why Account Based Marketing?

B2B marketing has historically emphasized quantity of leads generated first (Marketing Qualified Leads), with quality to follow (Sales Qualified Leads). Unfortunately, this method has led to 79% of leads never becoming customers, not to mention wasted media dollars. The account-based approach instead focuses on decision makers in target companies rather than mass outreach. By doing this prequalification, the sales funnel becomes shorter and every customer touchpoint is more intentional and personalized. This is why 77% of marketers believe ABM is their top driver of sales and marketing success. 

Zeroing In On the Target

Emarketer data shows that one key barrier to successful ABM is the inability to efficiently and effectively personalize marketing at scale.  We know this is a critical issue to solve as, “40% of company executives in e-commerce report that personalization directly affects their sales and company revenues.” Once you have your ideal customer profile nailed down, how can you make sure you are reaching these individuals?  Can you reach them at scale, with personalization and within your given budget? Here’s where programmatic activation comes in.

Programmatic Account Based Marketing: Powered By Technology

Programmatic advertising automates the ad buying process. Just because you are targeting individual business accounts, you don’t have to have massive teams calling or emailing accounts one by one to succeed. With proper campaign segmentation, you can tailor ads to feel highly specific and relevant to individuals within these companies.

AI-powered creative learning takes this one step further by determining which combination of imagery and copy will be most effective for different audience segments and adjusting in real time. Programmatic and AI also allow agility and flexibility across channels. You can take a social ad and run it on digital or test a top performing display video on CTV – all while being confident your media spend is serving ads to real, qualified decision makers. 

 

ABM Investment Across Digital Media Channels

Activation: First-Party First

When available, start by leveraging existing CRM data. Activate against this high value pool of leads who have already shared their information with you via content downloads, newsletter sign-ups, or other acquisition activities. Carefully segment these individuals so you can serve highly relevant and personalized ads based on their industry, level of seniority, interests, geography, etc.

  • Work with a programmatic agency to activate 1PD segments across various digital channels and media publishers.
  • Track user behavior and data trends
  • Use AI tools to create lookalike audiences to expand the targeting pool

Expand and Refine Your Ideal ABM Customer

To expand further, strategically incorporate third party data. Various data partners can be tapped to reach decision makers across digital channels. Keep in mind that with third party data in particular, it is important to have a smart targeting strategy. 

Start by refining your audience. Yes, you want to achieve scale and pack the lead funnel for your sales force, but the way to do that effectively and efficiently is by ensuring you understand what the ideal customer looks like. Your cost per lead may be higher when you narrow the targeting parameters, but you can expect a greater return by reaching audiences with the highest potential lifetime value and reducing wasted hours sifting through unqualified leads.

Layer your targeting with firmographic, job title, and seniority parameters that indicate a high potential account. Look at your best customers  – what do they have in common? Segment your target personas into specific buckets so you can tailor your creative and messaging accordingly – adding the personalization now expected by B2B buyers.

Some targeting tactics for B2B accounts to consider are: 

  • Intent targeting to identify individuals and organizations who are actively searching for a particular topic or solution
  • NAICS job title targeting to reach specific job titles or organizations 
  • IP/Geo-Targeting to target specific business locations or industry events
  • Social targeting by skill/title/industry/location across platforms

Using programmatic activation with a digital partner allows brands to reach these highly sought after audiences with efficiency of both budget and time. 

B2B Channel Strategy: Time To Diversify?

Companies are placing the highest investment for their ABM strategies into digital, with the majority of spend occurring on social media, paid search and e-newsletters. These are all key ways to reach buyers, however, other channels such as programmatic display, CTV and audio are gaining more share of wallet year over year. Consider some of these more untapped spaces to allow your brand voice to be heard without competing with the noise. 

When choosing your channel strategy, don’t put all your efforts into one high-performing channel, such as LinkedIn. Instead, activate ads across a variety of channels based on the media consumption habits of your target audience and other behavioral insights. Use data-informed programmatic placements to meet the audience wherever they are active online.

To determine the best channel mix, it’s critical to build a cycle of testing and learning into your measurement strategy. This enables ongoing learning and optimization to improve the lead nurturing process by identifying what is working and what isn’t. Ask questions and test various tactics to find answers so your brand avoids stagnancy and reduced efficiency in the sales cycle.

Key Takeaways

  • Account based marketing doesn’t have to be tedious. Taking a programmatic approach enables efficiency and scale for brands with large target account pools.
  • Refine targeting criteria and segment key audience groups to personalize creative accordingly. 
  • Capitalize on your first party data, then expand reach with high quality third party data to reach verified decision makers.
  • B2B brands can benefit from an omni-channel media approach and considering non-traditional B2B media placements

Start reaching hundreds to thousands of B2B leads today by working with Coegi to build a programmatic ABM strategy. Download our guide to B2B Marketing to learn more. 

B2B Marketing Guide
Download the Complete B2B Marketing Guide

Digital Guide to Healthcare and Pharmaceutical Marketing

Posted on by Coegi

Healthcare and pharmaceutical marketing is a complex landscape. A long-standing emphasis on in-person rep sales and difficult to navigate privacy laws have made the industry slower to adopt new marketing technologies and trends relative to other industries.

Coegi created this guide to help healthcare and pharma marketers feel empowered to break the mold of antiquated marketing practices.

Creating A Clear Digital Roadmap For Your Healthcare and Pharmaceutical Marketing Strategy

This playbook aims to debunk the uncertainty surrounding health and pharma marketing. We outline best practices and provide a clear roadmap for your healthcare brand to create best-in-class marketing strategies. 

What You’ll Learn: 

  • How to leverage key trends affecting the industry
  • Targeting methods for reaching patients and HCPs
  • Most effective channels and strategic tactics for health advertising
  • How to set KPIs, measure campaign results, and impact your bottom line 
  • What steps to take to ensure compliant advertising
  • Best practices to improve healthcare marketing strategies

Why Digital Marketing Is Critical For Healthcare Advertisers

The healthcare industry as a whole is pivoting towards data-driven strategies. Events, provider education, and patient treatment itself have now shifted from in-person to blended online channels. Omni-channel advertising strategies work in tandem with consumer preferences moving towards digital treatment options such as tele-health to supplement more traditional healthcare. 

Ready To Level Up Your Healthcare And Pharmaceutical Marketing?

Download the Digital Guide to Healthcare and Pharmaceutical Marketing now. If you have any questions along the way, don’t hesitate to contact us to set up a discovery call.

A Disrupted Ecosystem Leads to New Healthcare and Pharmaceutical Marketing Opportunities

The Covid-19 pandemic accelerated a large shift toward digital technologies in the healthcare landscape. For example, the acceptance of telehealth practice rose to 71% post-pandemic, despite very low adoption prior. As AI tools and telemedicine create efficiencies and digitize patient and healthcare provider communications, marketing efforts need to follow a similar trajectory. 

Similarly, visitation restrictions forced greater reliance on marketing channels rather than one-to-one sales meetings. This provides a massive opportunity for healthcare and pharma marketers to adapt and create a competitive advantage.  

How to Build Successful Patient Relationships

Patient-centric healthcare and pharmaceutical brands must gain loyalty through consumer relationships. Loyalty is at a historic low while openness to change and preference for convenience are soaring. 62% of consumers expected their preferred brand for healthcare to change post-pandemic. Additionally, 80% of patients said they’d switch providers solely for “convenience factors”. 

Marketing strategies must be customer-centric to capture loyalty. In today’s healthcare ecosystem, that requires leaning into omnichannel, digital strategies and leading with empathy. 

Patient Targeting Strategies for Health & Pharma Brands 

Despite the challenge of compliance and data privacy laws, brands still have a variety of ways to target patients by using first and third-party data as well as machine learning to identify and segment consumers who are receptive to healthcare advertising or are actively researching treatment options.

Local & Geo-Targeting

Hospital systems and healthcare practices should lean heavily into local targeting to reach their core audiences. These campaigns can drive location visits, but should also increase awareness and education. 1 in 4 people surveyed said they do not know enough about local health systems to make an informed choice. 

With data partners, pharmaceutical brands can target programmatic buys to specific zip codes that over-index for a particular condition. Using anonymous provider prescription data, data can be matched to zip codes with the highest lift in specific prescriptions. You can even map it to these households via IP addresses. This enables omnichannel online targeting to reach healthcare consumers through display, video, native, and social media channels.

Condition-Based Targeting

Use third-party data providers to access unique healthcare segments. This anonymous data is not subject to some of the strict HIPAA guidelines, as it cannot be tied to PII. This allows you to reach your relevant audience at scale without media waste. 

Interest Group Targeting

Interest targeting is a great way to reach patients as well as families and caregivers who are also interested in a specific condition or topic. This expands reach to the key decision-makers in the healthcare process. Data providers often define “interest” by what content consumers are reading online. 

Retargeting

By placing small pieces of code on a website, known as pixels, brands can retarget website visitors with programmatic ads. You can also build lookalike audiences to expand the retargeting pool. In instances where the topic or condition is considered sensitive, lean on the other tactics above to reach your key audiences.

Key Channels for Healthcare and Pharmaceutical Marketers to Reach Patient Audiences

Local and Paid Search

Search engine is often the first touchpoint in the patient journey as they begin researching a symptom or diagnosis. Establish your brand as a resource with relevant, helpful content through both paid and organic search. 

Local search is impactful when patients are looking for a nearby healthcare location. Providers should have mobile-optimized websites, complete Google business profiles, customer reviews, and relevant content for local optimization. 

Social Media

Use the power of social media to build brand trust and authenticity. These platforms are a great way to reach patients in a more personal environment where they are active daily. 

Most social platforms offer demographic, interest and behavioral targeting parameters. There is also an emerging trend of HCPs becoming popular creators on channels like YouTube, Twitter and TikTok. This organic influencer content can be highly effective, especially if you amplify it through paid social. 

Programmatic Display 

Today, patients of all ages are consuming media digitally and using mobile devices to find healthcare information. In 2020, display was the fastest-growing format for healthcare and pharma ad spend. Mobile optimization is a key adaptation for advertisers moving forward. Over 80% of smartphone-using patients use them to identify or interact with physicians. 

Contextual display targeting places ads next to relevant, trustworthy content when consumers are in the appropriate mindset. This can be done with keyword matching for specific web content or by running PMPs on specific healthcare publications.

Native Ads

Native ads match readers’ interests with relevant content and generate higher brand engagement. You can repurpose high-performing social ad content and target these ads to the audience segments of the campaign. Match these ads with contextually relevant articles to align with health content that would demonstrate how your brand or facility could best serve that individual. 

Programmatic Video

Video Ads capture user attention on sites or social media channels with engaging motion and sound based messaging. Use quality video to: 

  • Show brand personality and bring messaging to life
  • Show your product/service in action
  • Optimize for mobile placements

Connected TV

Television streaming times are soaring. This is especially true for the 55+ age range, a core healthcare demographic, who also make up the highest proportion of CTV viewers. 

The high-impact video content and addressability of CTV ensure ads reach relevant audiences. Using specific healthcare patient and provider audiences on CTV buys reaches high-value, addressable segments. Cross-channel integration platforms can ensure you reach the right audience with the appropriate frequency, thus optimizing omnichannel strategies.

 “CTV is an untapped space eliminating barriers from a cost-to-market perspective. TV is now an accessible market for pharmaceutical players.”

Colin Duft, Coegi Account Strategy Director

Measuring Healthcare and Pharmaceutical Marketing Campaign Results

Using Full-Funnel Media Metrics

To measure campaign performance, it’s critical to understand how all your KPIs work together. We start by building a custom measurement framework factoring in multiple KPIs correlated to core business goals. Think outside the box of typical stats such as CTR, CPM and CPC to find more meaningful ways to track and attribute success. 

When media metrics do not answer your business questions, consider adding advanced measurement tactics. These data points will provide a more robust view of overall performance and marketing’s impact on your true business goals. 

Advanced Measurement Tactics for Healthcare Brands 

Healthcare brands with physical locations may find it difficult to measure the effects of digital marketing on in-person traffic. Medical device and pharmaceutical brands can likewise struggle to measure the results of in-person sales teams plus both on and offline marketing. In these instances, advanced measurement studies can help provide answers and display incremental lift in brand awareness, sales, or traffic. 

  • Foot traffic lift studies can be highly informative for hospitals or retail health brands. They provide online to offline attribution for campaigns aiming to drive consumers into physical locations. They use mobile location data to quantify the impact of media campaigns on incremental increase in visitation.
  • Brand lift studies can be effective for pharmaceutical brands to measure KPIs such as brand favorability, brand affinity, or ad recall. These can gauge success for omnichannel campaigns on branding goals.

Starting a Conversation with HCPs: Strategic Targeting, Channels & Measurement

Ad Targeting for Healthcare Providers 

Healthcare providers are relatively easier to target than patient segments. There is publicly available information and fewer privacy restrictions. However, there are occasionally some challenges with achieving scale as well as higher costs. Regardless, brands can reach HCPs across the wide range of content they consume to increase opportunities for engagement.

ID-Based Targeting

National Provider IDs are personal identifiers for specific healthcare providers including their practice location and specialty. Utilizing this data set via demand-side platforms allows for compliant, 1:1 HCP targeting across multiple channels and devices. 

Geo-Targeting

Brands can also use NPI numbers to target relevant practice locations for particular physicians or specialties. By targeting a geo-radius around POC locations with high volumes of particular diagnoses or treatment types, you can remain compliant while also reaching your target audience.

Retargeting

Re-engage previous HCP website visitors with highly relevant creative. This tactic helps build consideration, with the ultimate intent to continue engaging based on prior actions. 

Contextual Targeting

Contextual targeting tools can look at categories, keywords, and tags on web pages to deliver highly relevant programmatic content. At Coegi, we map these to the National Library of Medicine MeSH Taxonomy to ensure the most relevant terminology is applied to our digital media. 

Rx and Dx Targeting

Through data partnerships, brands can target NPI numbers of providers who prescribe certain prescription codes. Likewise, brands can target by diagnosis using ICD-10 codes to find their core provider audience. 

Key Digital Marketing Channels to Reach Healthcare Providers 

Endemic Display 

Reach healthcare providers on the key sites they visit for the latest trends and best practices in their field. These endemic sites are a more premium placement due to higher prices and lower supply. 

HCP Network: Doximity

Doximity is the leading social networking site specifically for healthcare providers. There are various ad placement options including sponsored content or in-feed ads. This can be a particularly helpful channel for new or emerging brands. It’s a great tool to educate and inform physicians about a new product offering. 

Paid Social 

Social media advertising helps reach HCPs outside of their professional environment. Use data providers to access ailment clusters and physician databases available for targeting on social and search. 

Programmatic Display

Display is the fastest-growing ad format in healthcare and pharma. Programmatic ads allow healthcare marketers to promote relevant information to HCPs outside the limitations of endemic websites. Also, banner display ads provide an easy format to drive traffic to specific website landing pages.

Paid Search

Similar to patients, practitioners also rely heavily on online resources to find new techniques, products, and information relevant to their practice. Outside of medical journal websites, providers prefer to receive communication from companies via search engines. 

Measuring HCP Marketing Campaign Results

At Coegi, we firmly believe all campaign spend can be accurately measured. When advertising to HCPs, the one-to-one addressability of some tactics allows for clearly traceable marketing ROI. However, other tactics can have less direct attribution toward objectives.  

In these instances, advanced measurement studies can help provide answers, explore correlations, and display incremental lift in metrics such as brand awareness, brand affinity and sales lift. 

Advanced Measurement Tactics

Brand lift studies can gauge success for omnichannel campaigns on brand-based goals. Awareness surveys with key practitioner groups can inform how a brand is perceived and the level of recognition or ad recall achieved within a target audience. 

Ready to level up your healthcare advertising? Schedule a discovery call with our business strategy team to get started today.

Driving Leads Through Consumer Education for Finance Brands

Posted on by Coegi

The Brief

Coegi partnered with a financial services brand to develop an education-based approach to lead generation using downloadable guides for home buying, auto financing and growing a business.

Highlights

240,227
Impressions

0.079%
Conversion Rate

Challenge

Making the decision to apply for an auto loan, mortgage, or even open a new checking account requires a significant lift on the consumer in terms of research and compiling information. Many institutions lean towards offering financial incentives for opening an account or emphasizing low interest rates. 

While offers such as receiving $200 for refinancing or opening an account can act as a compelling call-to-action, the consumer needs to be educated on the process ahead of receiving this messaging for it to be effective. Offering monetary incentives to an uneducated audience can lead to abandoned applications and a higher cost per lead. Educating your target audience with branded collateral positions your brand as an industry thought leader. This also builds trust with your audience and leads to greater conversion activity, and ultimately higher customer lifetime value. 

Solution

This financial services client regularly offers e-books on various financial topics. They observed the benefits of this educational approach to campaign messaging. This client promoted guides on home buying, auto financing, and growing a business. Coegi adjusted their target audience based on the topics to ensure relevancy. 

The campaign uncovered that paid ads related to e-book downloads outperformed campaigns focused on monetary promotions. In Q4 2021, their Fall Homebuyers ad was given a quality ranking by Facebook and served more frequently than its counterparts. Users were 125% more likely to download the guide and request more information compared to messaging offering a discount. This campaign positioned the client as an expert in their industry and built trust among their target audience. 

Messaging Homebuyer Guide Closing Cost Discount
Impressions 240,227 14,417
Conversions 190 5
Conversion Rate .079% .035%

Education-based advertising is often viewed as an upper funnel marketing tactic utilized to build awareness and inform potential users. However, this campaign showcased the down-funnel impact educational materials can have on conversions. Our client was able to use educational guidebooks to empower their customers when making financial decisions. It was effective in building trust among the core audience and leading them to request more information.  Brands in the financial services sector should prioritize educational materials to create trusting consumer relationships and efficiently nurture leads.

Using Non-Media Data for Agile Tourism Marketing

Posted on by Coegi

The Brief

Coegi collaborated with sister agencies, RADaR Analytics and True Media, to create a proprietary tool that allowed our tourism client to shift marketing dollars in real-time based on COVID-19 infection rates and consumer reception to travel. This offered our client a unique data set to inform marketing decisions – maximizing their dollars and promoting safe travel.

Highlights

124MM
Impressions

3%
Lift in New Website Visitors

20%
Lift in Time Spent on Site

Challenge

COVID-19 had a substantial impact on the travel and tourism industry, including one of Coegi’s tourism marketing clients. Spring and summer, historically their largest promotional period, came to a rapid halt as COVID-19 rapidly spread in 2020.

The tourism client’s ongoing objective is to support the travel and tourism industry throughout the state. However, as a government-funded organization, they also had to avoid promoting unsafe travel that could contribute to the spread of COVID-19. As a result, they tasked our team with developing a targeting strategy that continued to grow the industry in a responsible and innovative way.

Solution

We collaborated to create a proprietary tool that responded in real-time to both the COVID-19 pandemic and consumer interest in travel to allow for effective decision making and dynamic campaign adjustments. The end result was the COVID-19 Scoring Model. This model crossed weekly CDC level data regarding COVID-19 (case levels, 7 day rolling averages, death rates) with real-time interest indicators (Google trends data, website activity, on-site conversions). This gave each county in the state a score from 1-4 that indicated the level of opportunity in each market. 

Using this tool, we had a unique data set to inform decisions regarding geotargeting, messaging, and frequency to ensure the strategy aligned with likelihood of travel as well as safety. Coegi and our traditional media sister agency, True Media, collaborated to automate information collection and efficiently apply it to our digital media buys.

We were able to continue our omnichannel approach and expand awareness against a general traveler audience, as well as passion audiences based on preferred activities in the state. We also placed location data on top of our persona targeting in lower-funnel campaigns to ensure we were not reaching users who were strictly isolating.

Despite these challenges, we were able to drive strong results for our clients in the second half of 2020, fluidly shifting audience, geographic, and messaging strategy as data became available. Our campaigns cumulatively delivered over 124 million impressions, 61% above initial projections. We were also able to achieve a 3% increase in new website visitors and a 20% increase in time spent on site. 

Driving Marketing Results for Cryptocurrency Brands

Posted on by Coegi

The Brief

A cryptocurrency brand challenged Coegi and our partner, Wachsman, a communications-based strategy consultancy, to drive segmented audiences to register for an online event. Primary KPIs were event site visitations, measured on-site clicks, and ticket purchases. The main challenge was to identify and capitalize on the appropriate social media platforms to align with the brand’s niche audience segments.

Highlights

4,720
Site Views

.96%
Click Through Rate

757,279
Impressions

Challenge

Emerging fintech brands, especially those in the crypto space, face unique challenges not commonly found in the traditional finance sector. There are ever-changing societal, economical, and psychographic trends along with advertising regulations. Fintechs can often struggle with not only identifying and garnering the interest of niche customer segments, but also in harnessing the power of digital advertising.

Solution

Due to digital advertising restrictions set on crypto brands by a variety of social media platforms, Coegi and Wachsman were not immediately able to leverage the platform most widely used by the brand’s audience. Through internal research and creative strategy, we were able to narrow down to Facebook and Instagram – with Reddit as an added opportunity for topic-based targeting. With Facebook and Instagram, we leveraged interest targeting, retargeting, and look-a-like audiences. Each targeted ad was backed up by months of research and brand exercises completed by the Wachsman team, and supported by Coegi.

The campaign performed above average, concluding with 4,720 site views and a .96% CTR, compared to our .3% industry benchmark. In addition to strong social media ad engagement, the target audience proved further interest in the brand. The site experienced 191 on-site action clicks. 183 of those clicks were attributed to the “Get Tickets” button denoted on the social media ads. This was achieved while maintaining an average CPM of under $4 and CPC under $3.

During the campaign, the addition of a website retargeting and look-a-like audience improved the overall performance. We drove a CTR 41% above the campaign average and the highest on-site conversion rate at .028%.

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Growing Omnichannel Retail Solutions for a Wine Brand

Posted on by Coegi

The Brief

Coegi helped a wine brand grow both its online and in-store sales by executing an omnichannel digital campaign. Leveraging strategic micro-targeting, paid social media, and grocery delivery app relationships, the campaign achieved impressive ROAS, along with increased purchases and store visits to retailers in the wine brand’s distribution network.

Highlights

5X
Return on Ad Spend

4,500
Direct to Consumer Purchases

9,700
Store Visits

Challenge

A “healthier-for-you” wine brand came to Coegi to expand its omnichannel retail presence. In 2020, they were facing the challenging effects of COVID-19 on shopping behaviors, as well as growing consumer demand for online alcohol sales. Our client needed to provide a convenient way for consumers to shop online while still growing brick-and-mortar sales.

Solution

Coegi helped our wine client create an omnichannel retail solution using digital media.

First, we leaned heavily into Facebook to support online sales using a social commerce ad along with a dynamic retargeting catalog ad. Throughout 2020, these two campaigns alone drove over 4,500 DTC purchases with an exceptional average ROAS of 6.76x. 

We also built a precise shopper marketing campaign on Facebook using co-branded retail carousels to target major DMAs on a national scale. The click-through URL showed consumers a list of nearby stores. We then deployed a foot traffic lift study, which attributed nearly 9,700 store visits to these campaigns.  

To build on this success, we partnered with grocery delivery providers, Drizly and Instacart. With Drizly, we ran a co-branded Facebook campaign to increase awareness of the brand’s availability on this platform. This allowed us to track delivery purchases attributed to the campaign to understand short-term ROI. Instacart in-platform ads were also a major success. In the final months of the year, the team saw an average ROAS of 5.9x with nearly $83,000 in attributable sales. 

Together, these campaigns increased overall brand equity while also driving an increase in omnichannel sales revenue. 

How to Increase QSR Market Share and Awareness

Posted on by Coegi

The Brief

A QSR client was faced with uncertainty as the pandemic hit the United States in March 2020. Coegi was tasked with coming up with a flexible media strategy to address the new dynamic.

Highlights

32%
Increase in Delivery App Purchases

$5MM
Incremental Attributed Sales

Challenge

Most of this QSR’s franchised-owned stores had a 50%+ decrease in traffic and sales in the second half of March 2020. With a limited challenger brand budget, we needed to boost market share while addressing the shift in consumer behavior.

 

Solution

We focused specifically on growing market share among loyal customers. Initially, we drove them to make delivery purchases and later to in-store. To do this, we leveraged existing first-party data that was tied to point-of-sale. 

The outcome was a proprietary scoring model, dubbed “The Crave Score.”  This custom scorecard analyzed brand lift attributes, visitation, and point of sale data to dynamically align budget allocation and creative strategy. It also allowed us to segment based on store visit frequency and share of wallet.

For high share of wallet customers who hadn’t visited recently, we focused on high frequency with ads promoting top-selling sandwiches. We focused spend on areas with high pre-COVID brand recognition, knowing that consumers would be more selective during this time.  

Then, as stimulus checks were distributed, we applied lookalike modeling against the strongest customer segments to identify high potential new consumers. 

These were the key results: 

  • 32% increase in delivery app purchases in 6 key markets.
  • $5MM in incremental attributed sales in the Q2 post-COVID period
  • Positive press write ups in Bloomberg and Restaurant Business

The Power of Creative in Building Brand Awareness

Posted on by Coegi

The Brief

Coegi partnered with a powerhouse creative agency to launch a full-funnel digital campaign, building brand awareness as well as sales for a high-growth wine brand.

Highlights

10.6%
Lift in Standard Ad Recall

1.8%
Lift in Unaided Brand Awareness

1.4%
Lift in Purchase Intent / Consideration

Challenge

The brand tasked the team to produce a campaign that was not only effective in building brand awareness and emotional connection in a very cluttered, complicated category, but also drove trial and consideration across a broader set of consumers. 

Solution

The team executed a performance branding study on Facebook to evaluate brand lift as well as conversion lift for key website events. By comparing control and exposed audiences, incrementality was able to be evaluated. This blended approach allowed for valuable insights into multiple stages of the consumer journey, from brand awareness to purchase intent. 

The study showed positive lift across brand categories, surpassing CPG benchmarks. Ad recall was particularly pronounced, signaling that the creative was successful in driving memorability and that the selected audience resonated with the messaging approach.

Using TikTok Ads to Reach Potential College Students

Posted on by Coegi

The Brief

Coegi used TikTok ads to help a higher education client drive better results in their marketing campaigns. Our client is a private college located in Kansas City, Missouri which recently lowered their tuition costs. They were looking to boost brand awareness among potential students and encourage them to research more about their institution.

Highlights

82%
Higher CTR than Snapchat

$3.53
Cost Per Page View Conversion

Challenge

A younger audience can be hard to reach effectively in the right place, especially on social media platforms. Reaching a potential college student was top of mind for the team. In the summer 2020 planning stages, it became clear TikTok was the right platform. The app was rapidly becoming one of the most popular apps among high school students. However, the platform was unproven in terms of in feed advertising, as it was a fairly new capability from TikTok.

Solution

The team took a risk and proposed TikTok ads in tandem with Snapchat and Instagram to reach their target audience of high school students.

Snapchat and Instagram were set up as conversion campaigns driving users to complete a form fill or research the brand as a whole by visiting pages with information on campus visits or majors.

The TikTok campaign began as an awareness campaign. It was optimizing towards video views as this aligned with the organic user behavior on the platform. Ads were shown in-feed on TikTok, where users spend the majority of their time on the app. 

Targeting started off relatively broad, reaching potential students interested in education across Missouri and Kansas. The platform only narrows to state level geographic targeting.

The ads focused on key competitive advantages of the college such as optional standardized testing and lower tuition. These were both major decision factors for potential students in light of the pandemic.

The TikTok awareness campaign was so efficient in terms of CPM and results after just one month that the objective was adjusted from video views to driving site visits and actions. 

The TikTok platform saw extremely strong results, driving a 82% higher CTR than Snapchat and 688% higher than Instagram. Users on TikTok were also more efficient to convert at a cost of $3.53 per page view conversion tracked. 

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