Category: Marketing Strategy

Avoiding the BS in ABM

Posted on by Savannah Westbrock

Account-based marketing, or ABM (because what’s a marketing term without a corresponding acronym), is a B2B strategy that targets specific, high-value accounts to convert them to a sale. The key differentiator between a traditional B2B approach and ABM is that the strategic focus for ABM is building relationships with specific accounts’ key decision makers that require a personalized experience to generate qualified leads and incremental revenue. 

When initially evaluating how to implement an ABM strategy, you’ll likely be led to believe that you need to onboard specific ABM marketing platforms and measurement solutions in order to be effective. However, there’s a good chance that you already have the necessary tools to be successful – they just need to be reimagined with an ABM lens. Before opting to onboard new partners, read through our steps on how to implement an ABM strategy within your existing tech stack. 

Reaching the Right Audience

The foundation of any ABM initiative is an audience targeting strategy that enables media to accurately reach in-market accounts. The traditional approach to B2B audience targeting through digital channels is centered on driving users to the site to fill out leads forms, which are then the accounts that are manually qualified and followed up on by the sales team. The opposite happens with an ABM strategy, which starts with identifying the core accounts to engage with and nurture to simplify the process of fostering a relationship with the sales team. 

Developing an ABM strategy can feel overwhelming at first since it’s like trying to locate a needle in a haystack in order to reach key decision makers. However, it can be accomplished with strategic data partners that seamlessly plug-and-play within your key media buying platforms to maintain an integrated ecosystem. B2B data partners with ABM targeting solutions, such as Bombora and Dun & Bradstreet, can provide firmographic segments which use data to categorize organizations based on industry, location, technologies used, and more to identify and reach critical accounts. When evaluating data partners, it’s important to understand the methodology used to define audience segments to ensure the audiences are built to reach the intended users. Additionally, if your brand has existing CRM lists, ABM data partners can enrich the data to improve accuracy and scale. 

Scaling with Contextual Targeting

Given the nature of ABM audience targeting being more of a one-to-one approach to reach accounts and their respective key decision makers, campaigns may be susceptible to scaling issues. To mitigate low reach and high expenses, leverage contextual targeting as a complement to the data-driven audience targeting strategy to add scalability to the overall marketing initiative. Using contextual targeting, media is able to reach accounts while they are actively researching content that indicates interest or intent in a relevant product or service offering. Engaging users with relevant messaging while in the proper mindset can capture attention and drive key onsite actions. 

It’s important to note that contextual targeting has become far more intelligent than it was at its onset due to advancements in natural language processing and large language models. Contextual targeting is no longer a mass reach play, but rather an effective targeting strategy when executed with understanding of behavioral intent signals and corresponding keyword and top publishers research. 

Nurturing Leads with Sequential Messaging

Since a key differentiator between an overarching B2B strategy and ABM is a focus on the individual account, delivering a personalized experience from the initial touch point to the sale is critical. Sequential messaging can be leveraged as a lead nurturing strategy that provides the key decision maker with the information they need based on their intent signals and current stage in their buying journey. Utilizing previous ad engagement and onsite actions as data touchpoints, sequential messaging can provide a series of ads to potential customers that tell a continual, highly tailored story to drive users toward conversion. For example, if a user downloads a whitepaper, signaling interest in a product or service but have not yet converted into a qualified lead, targeting them with tailored messaging to drive them back to the site with a specific offer could result in the acquiring of a new account. 

Many programmatic buying platforms that are likely already part of your tech stack have sequential targeting logic incorporated into the audience builder, enabling re-engagement based on exposure to or interaction with a creative message or key actions taken on the brand’s site.

Determining Effectiveness with a Measurement Strategy

The first step to developing a measurement framework is implementing a pixel strategy that captures key onsite actions to both inform campaign performance and enable custom audience creation. It’s important that the pixel strategy complements the media strategy to ensure all intent signals are captured to monitor stages in the consumer journey. Intent signals should be used to better understand your audience and its current needs instead of pushing for leads straight away before they are properly primed. 

That being said, paid marketing alone is rarely enough to fully nurture a lead into an account. But with an effective ABM approach, you can avoid clogging up your Salesforce with people who just wanted a whitepaper. Below are the key stages of the ABM journey and the corresponding key metrics to measure along the way:

  • Educate: It’s important to establish the brand as a thought leader in the industry and showcase the product or service’s value to decision makers in order to break into their consideration set. The initial touchpoint with key accounts should be centered on the education of the unique business application of the brand’s offering, fueled by a carefully curated content strategy. In this stage, measuring metrics such as time on site and scroll depth will indicate that media is reaching a qualified audience and capturing attention with content that satisfies a current interest or business need. Also, measuring cost per unique reach will inform if media is efficiently scaling and introducing the brand to a breadth of key decision makers.
  • Engage: The proper cadence of engagement with accounts is critical to a successful ABM strategy. Utilize intent signals and firmographics to understand the right time to engage with key decision makers, understanding what relevant information they’ll be looking for as well as typical buying cycles. It’s important to remember that each engagement with an account should bring value to aid in the decision making process. In this stage, measuring engagement metrics, such as cost per whitepaper download and cost per completed video view, will indicate if the message is resonating with the core target accounts to drive meaningful user activity.
  • Qualify: The final stage of the ABM journey is focused on acquiring qualified leads that eventually lead to a high revenue sale. It’s important to identify the true value of a qualified lead prior to the marketing campaign launch to establish cost per lead goals that better inform the platform algorithms on the value of lead to prioritize media spend toward. This will ensure media is capturing qualified leads from key decision makers that are indicating intent to convert. In this stage, it’s also important to measure return on investment (ROI) since leads aren’t guaranteed revenue. 
  • Evaluate: While marketing is primarily responsible for marketing qualified leads rather than sales qualified leads, it can still be valuable to measure sales cycle efficiency. This metric determines the effectiveness of media touchpoints at driving key decision makers from the awareness of the brand to the point of sale. This can help inform if the messaging and audience targeting strategies are reaching the right users with the right message at the right time.

Planning and activating an account-based marketing initiative can feel overwhelming since it is presented under the guise of complexity and needing specialized tools in order to succeed. But if you peel back the layers of ABM, you’ll discover that its core components are not entirely different compared to a traditional B2B strategy. Before reinventing the wheel, consider your approach to digital media and how the existing tools within your tech stack can be repurposed to apply to an ABM approach before investing time and money in yet another platform.   

 

5 Social Advertising Trends for 2024

Posted on by Allie Haupt

Advancements in technology and evolving consumer behavior are continuously shaping the social media landscape, presenting brands with an opportunity to evolve alongside the consumer to meet brand goals.

Users are no longer looking to social platforms as only a way to connect with friends, but rather as a mechanism for shopping, searching, and enjoying entertainment.

So what should your brand focus their social media strategy on? Keep reading to discover our top five social media trends for 2024 and tips on how to effectively incorporate them into your strategy.

Social Media Trend #1: Growth of Influencer Marketing

Investment in influencer marketing is expected to see strong growth in the next few years due to its effectiveness in building trust and authenticity for your brand. In 2024, there will be an increased focus on leveraging short-form UGC videos, testing out generative AI, and mindfully selecting creators that foster a diverse and representative social media community. 

What You Need to Know:

Influencer Marketing Tips:

  • Establish clear goals and measurable KPIs before selecting a content creator. For example, if your influencer marketing goal is to drive increased engagement, select a creator that has a loyal and highly engaged audience.
  • Collaborate with content creators that align with your brand’s tone and have a follower community with interests that match your product or service offering.

To learn more about tap into creators for your marketing strategy, check out Coegi’s guide to influencer marketing. 

Social Media Trend #2: Paid Subscription Models

Global governments are continuing to hold social platforms accountable for adhering to user privacy regulations. With the increased regulations, social platforms are looking for solutions to maintain an optimal user experience, including offering paid monthly subscriptions for users to opt out of ads. 

What You Need to Know:

Paid Subscription Model Tips:

  • Influencer marketing is going to become important in a paid subscription model since the content will not be categorized as an ad. Use this time to start honing your influencer marketing strategy to learn what works best for your brand.
  • Organic social will be another effective way to reach users in an ad-free environment. Focus your efforts on building your brand’s following across social media platforms and learning what content resonates well with your core audience.
  • While the development of paid subscription models is currently focused on the EU market, other markets may follow. Be sure to keep up-to-date on the latest platform releases.

Social Media Trend #3: Generative AI

AI had a large impact on the marketing industry in 2023 and is expected to continue with increased momentum in 2024 as social platforms continue rolling out AI features. From AI chatbots directly integrated within the platforms to audio generation tools, the way users and marketers engage with social media will be in a constant state of change.

What You Need to Know:

  • Due to strong user engagement with Snapchat’s My AI, the platform is looking for ways to leverage the chatbot to boost advertising.
  • Meta released two Generative AI tools for audio creation – AudioCraft to create audio and music from a text prompt, and Voicebox to assist with editing audio.
  • Meta AI is a virtual assistant – including 28 familiar individuals, such as Snoop Dog and Kendall Jenner, that users can interact with across Meta platforms.

Generative AI Tips:

  • Generative AI is going to elevate the importance of brand’s maintaining authenticity. As deepfakes and AI assistants circulate across social platforms, users will look to brands to be a source of truth and familiarity.
  • Create internal guidelines and policies for the usage of AI to ensure it is being used ethically and responsibly.
  • Read our article – Do’s and Don’ts of Using Generative AI for Creative – for more information on how to effectively use AI.

Social Media Trend #4: Social Platforms Utilized as a Search Engine

Social media platforms continue to serve a dual purpose, namely among younger users, to connect and engage with friends and to utilize as a search engine for finding products and services. This shift in consumer behavior should be accounted for when planning your marketing strategy.

What You Need to Know:

Social Search Tips:

Social Media Trend #5: AR/VR Advancements

Gone are the days of one-dimensional internet usage as augmented reality (AR) and virtual reality (VR) technology advancements are spurring an “immersive internet.” Users are seeking a more engaging experience across the web and social platforms, giving brands an opportunity to better meet their audiences’ needs and preferences.

What You Need to Know: 

AR/VR Tips:

  • Leverage Pinterest Try on product pins to enable users to virtually try on products wherever they are, increasing engagement and attention.
  • Meta augmented reality ads create an engaging and unique experience where users test out products and interact with your brand.
  • It’s important to keep your brand’s product catalog on social platforms updated so users can virtually engage with your brand and build affinity.

If you want to discuss how to apply these trends and tips to your marketing strategy in 2024, reach out to schedule a discovery call with the team at Coegi.

MediaPost – Why All Marketing Should Be Niche

Posted on by Coegi

There are very few institutions in American life (besides maybe Taylor Swift) that are truly ubiquitous today — not sports, higher education, the Supreme Court, or even beer.  Mass appeal is still possible, but there are strong headwinds to this approach.

In this article from MediaPost, Coegi’s SVP of Marketing and Innovation, Ryan Green, discusses why brands should ditch the mass messaging and turn their focus on niche audiences in today’s landscape.

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Using Multicultural Influencers to Drive Vaccine Consideration for Moderna

Posted on by Coegi

Brief

Moderna was seeking to drive preference for their COVID-19 booster with multicultural consumers by using authentic, relevant creator-driven storytelling. 

Highlights

28%
lift in vaccine consideration

88%
lift in vaccine discussion intent

7.56%
paid engagement rate compared to 1.86% industry benchmark

Challenge

Moderna’s marketing goal was to drive preference for COVID-19 bivalent booster by leveraging their positioning as the disruptive innovation leader in the space. They wanted to establish an enduring preference for their branded products by: 

  • Educating multicultural consumers
  • Growing urgency and 
  • Increasing uptake of the new COVID-19 booster vaccination

To establish this trust, Moderna needed to provide authenticity in its delivery when communicating with its multicultural audiences. We felt this would be best accomplished through influencer marketing. 

Solution

A key opportunity identified by the Coegi team was that 15.1M people within target DMAs primarily spoke Spanish. To deliver an authentic message, our aim was to support Spanish speakers’ health journeys while driving business impact for the pharmaceutical tech brand. We focused on utilizing booster messaging that was not only in Spanish, but content that was more culturally relevant. 

In order to speak to a Spanish speaking audience, we needed to learn about them in more detail. We started this process by leveraging data technology and intelligence platform, Resonate. Coegi placed an audience learning pixel across digital placements to learn about the Spanish speaking audience and their online behaviors. 

We collaborated with Moderna to identify the top US DMAs by vaccine data in combination with the highest indexing DMAs for Spanish speakers. In doing so, we were able to blend a demographic and geographic targeting strategy in an effort to build trust and affinity with a Spanish speaking audience. 

Coegi carried out a rigorous process to identify a varied mix of macro to micro influencers to generate authentic stories. These influencers were diverse – ranging from health content focused, healthcare workers to the average, lifestyle influencer.  But all were unified by sharing a value of preventative health and translating why vaccination against Covid-19 is important to them. Throughout the campaign, our team partnered with 13 influencers and delivered content to 15M Spanish-speaking individuals across the country.

We asked each creator to generate three pieces of content that authentically communicated the power and benefits of Moderna’s COVID-19 bivalent vaccine booster. Focusing on compliance while building the highest level of interest, relatability, and trust, we requested that the messaging of each piece answered these three questions:

  • Why is COVID-19 still relevant?
  • Why get vaccinated or boosted?
  • Why trust this brand’s product?

Results

Our influencer content performed well through multiple measurement perspectives. The content outperformed influencer benchmarks with some of our influencer content going viral – one piece of content earned a total reach of 414,000 which exceeded the influencer’s follower count by 2,000%. 

Coegi also leveraged a post-campaign brand lift study to measure more advanced impact learnings. According to the study, our influencer content delivered a 28% lift in vaccine consideration and a 88% lift in discussion intent, outperforming the Kantar benchmark by 4x. 

Organic Influencer Content

  • 1,447,404 Impressions
  • 732,297 Reach
  • 13,686 Engagements 
  • 6.36% Engagement Rate

Paid Influencer Content

  • 16,942,764 Impressions
  • 13,185,622 Reach 
  • 1,617,533 Post Engagements
  • 7.56% Engagement Rate vs 1.86% industry benchmark 
  • 2.28% Estimated Ad Recall Lift 
  • $5.25 Average CPM vs $8.75 industry benchmark

Key Learnings

We attribute a lot of our success to the authentic and real content created by our partnered influencers. The healthcare and pharmaceutical vertical poses many challenges. But with our focus on producing genuine, authentic messages for the Spanish speaking audience in the United States, we were able to provide engaging content in a form this audience could relate with.  

To learn more, check out Coegi’s guide to influencer marketing. 

MediaPost – 8 Mid-Market Brand Tips to Outsmart the Competition

Posted on by Elise Stieferman

Very few brands have the budget of the P&Gs of the world. But proactively planning the core components of your brand marketing strategies and building continual learning into your day-to-day will help the team accomplish more with less. Coegi’s Elise Stieferman shares eight mid-market brand tips to gain market share from enterprise brands by using a flexible advertising strategy:

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The Impact of Content Marketing on Your Brand

Posted on by Coegi

Now more than ever, consumers desire a more meaningful connection with the brands they follow. Your audiences crave behind the scenes videos covering meaningful origin and philanthropic stories, the colorful, entertaining brand voice on social media, and highly personalized written content that feels truly authentic. There is no better way to do that than investing in a content marketing strategy. From everyday people to celebrities to brands both large and small, everyone is realizing the power that content has over driving action along the customer journey. If your brand is not investing in thoughtful content today, read on to learn more about why every brand should be incorporating this into their marketing strategies.  

Why Content Marketing?

Whether you yourself are the brand or your business is the brand, content marketing is important to invest in – especially in the digital era where content is constantly consumed across multiple platforms for both personal and professional reasons. 

Here are some of the key reasons to believe in content marketing:

It’s lucrative

Content marketing can boost conversions leading to higher sales or traffic to your website, all the while signaling to google that the domain has high authority and increasing your rank in search engines. More content + more exposure = higher ROI. Invest in high quality content and your audience will invest in you.  

It’s a relationship builder

While content marketing may ultimately lead to higher sales, it shouldn’t be  about selling, but rather helping. By taking this approach, content marketing can help you increase loyalty thus building trust and creating a sense of community surrounding your brand. Make sure you are tailoring your content to your audience’s biggest questions and what they value. 

Your competitors are using it

97% of businesses use content marketing, and that includes 73% of marketers.. Don’t fall behind and let your competitors get the upper hand. Use multiple different types of content to be seen as a thought leader among similar brands and meet business goals at each stage of the customer journey. 

Choosing Your Content

The process of choosing which content types to lean towards looks a little different for every brand. There are a vast number of content types like social media posts, infographics, blogs, podcasts, videos, and paid content marketing with reputable publishers. It’s important to start by assessing what makes the most sense for your brand.

Take a look at the infographic below to begin aligning your content marketing goals with your overarching brand goals.

Defining Your audience

Your audience should play a large role in determining your content. Start by narrowing down your audience’s potential topics of interest and looking at which platforms your audience is conducting the most research or spending the most time engaging with. 

Developing your message strategy

It’s important to set content goals to measure how well your content is performing. This can help you decide which pieces of content or messaging themes are performing well to refine your strategic approach moving forward. 

Aligning brand goals with content formats

As you pinpoint your target audience and set content goals to develop a sound messaging strategy, you need to identify your brand goals. Pinpoint the primary KPIs you’re looking to measure to determine which types of content best serve your purpose. 

Overcoming Tricky Hurdles

While there are many reasons for brands to invest in content marketing, it is important to understand that there are a few hurdles to overcome to see the ROI brands desire. 

Benefits aren’t immediate

If you’re thinking about tapping into content marketing with expectations of immediate success such as high engagement and conversions, you need to temper your expectations. Building a content strategy is a time consuming period marked by trial and error. It takes great time and resources to discover what makes sense for your brand and for your audience in particular. Don’t rush the process. 

Maintaining originality

With 97% of businesses already using content marketing, it’s clear that the industry is highly competitive. This can make it difficult to differentiate your brand from your competitors. Your competitors are often creating similar types of content on the same platforms and channels, trying to capture the attention of the same types of consumers. Make sure you aren’t spending too much time trying to “keep up with the Joneses” and are instead focusing on creating content that creatively showcases how your brand can make the consumers’ lives better. Tap into your creative juices based on consumer insights to find ways to make your content standout.

A shortage of ideas

Constantly coming up with new content ideas can leave marketers feeling burned out. But while the instinct may be that new content is better and more exciting to your audience, it’s important to think smarter not harder. Find ways to revamp your existing content, and find ways to make it more valuable – both to your audience and Google.  

Overall, content marketing is a great investment for your brand. It’s lucrative, builds that connection you’re looking for with your audience, and allows you the space and opportunity to grow your brand like never before. So begin exploring content marketing efforts today – whether you’re handling in-house or outsourcing through a trusted partner.To learn more about content marketing, be sure to check out:

Simple Strategies for Sustainable Marketing

Posted on by Coegi

The digital advertising community is facing a growing imperative to face our own carbon footprint. For decades, talks of the environmental impact of advertising have largely focused on tangible waste produced by old vinyl billboard wraps and extravagant PR mailers, much of which ends up in landfills. However, with recent estimations that a typical digital ad campaign emits around 5.4 tons of CO₂, the industry is stepping up to promote sustainability, develop best practices, and build greener technologies. With even more sustainability solutions expected on the horizon, it would be premature to overhaul your entire digital strategy. But if carbon-consciousness is one of your businesses objectives, here are five innovative approaches to think through now: 

Build Your Sustainability Roadmap

Sustainability transformation requires a holistic understanding of where your brand stands today. 

Before you make large changes, plan time to reflect on historical advertising practices, discuss which areas of sustainability you would like to prioritize as focal points, receive alignment across all relevant teams – ultimately determining what a transformation engine could look like at your company and what it would take to empower action and collaboration across teams and partners. 

Building this roadmap prior to tackling any specific changes will increase likelihood of long-term success. 

Choose a Trusted Measurement Partner

Take it from performance marketers: you have to plan your strategy with measurement in mind. 

Currently the best solutions for understanding your campaigns’ carbon emissions are outside of your performance platforms, so you’ll need to evaluate the sustainable ad tech landscape and determine the ideal partner to challenge and support your transformation. Organizations like Scope3 and Good-Loop have been vocal drivers of ad industry change; Good-Loop has partnered with IAS to enable the seamless tracking and viewing of end-to-end carbon emissions alongside other crucial metrics such as brand safety, fraud, and viewability. 

Ultimately, partnering with a reliable measurement provider, like some mentioned above, helps mitigate the risk of greenwashing and ensures your sustainability claims are backed by robust data.

Establish a Baseline and Set Benchmarks

Before establishing goals to minimize your carbon emissions, you must understand how your current approach measures out.

It’s become essential for you to answer this question: can we accurately gauge the impact of our efforts on reducing carbon emissions in a significant way?  To effectively address this question, you must possess a holistic view of the data points emitting carbon emissions throughout the entire lifespan of your digital ad campaigns. Gathering this information sooner rather than later will allow for the identification of necessary benchmarks to properly evaluate future sustainable marketing efforts and ensure progress is being made.  

Ensure Existing Tech is Minimizing Waste

Your commitment towards sustainability means having to consistently assess and enhance your technological framework and operational procedures to ensure movement towards the reduction of your carbon footprint across digital advertising. 

The good news? Cutting back on impression waste should lead to more cost-efficient performance. Aim for highly viewable impressions, whether through programmatic viewability minimums, programmatic guaranteed and private marketplace deals with these guarantees, or via environments that are naturally more likely to be seen and watched to completion, like Connected TV. 

A greener future represents the need for a collaborative effort between yourself and each stakeholder within your supply chain. 

Experiment with Attention and Engagement Metrics

By optimizing to look beyond what viewability and reach can offer, you can prioritize “attention time” for a more definitive view on who actually saw an ad. This will help you maximize your understanding of consumer engagement while also increasing ad quality. 

According to a study by WARC, successfully optimizing toward  “attention time” can have additional environmental benefits without putting your overall marketing results in jeopardy. This is achieved by eliminating between 20% to 25% of the highest carbon-emitting domains and by placing online ads in destinations where messaging and context align. 

In the end, this approach makes attention measurement a win-win for performance and sustainability. As the consumer demand for brands to address environmental concerns intensifies, our industry has the opportunity to enact meaningful strategies to make our efforts more sustainable. 

Moreover, in reevaluating the status quo with a strong roadmap ahead, marketers can contribute to building a future that creates value for brands and their audiences while minimizing the impression waste contributing to our collective carbon footprint. 

For hands-on guidance in crafting your brand’s marketing sustainability plan, reach out to a Coegi strategist and download the white paper to understand more about the key steps for building a sustainable marketing practice:

  1. Form a Holistically Supportive Transformation Engine
  2. Establish an Understanding of Your Baseline Emissions
  3. Choose the Right Measurement Partner
  4. Build Your Roadmap Toward Sustainable Transformation
  5. Ensure Your Existing Tech is Minimizing Waste
  6. Experiment with Attention and Engagement Metrics

4 Reasons Why Your Brand Needs Dynamic Creative Optimization

Posted on by Elise Stieferman

Gone are the days where brands can get by with subpar or generic advertising content and yield positive return. Consumers are savvy – they expect brands to tailor their messages and offers to their target audiences, and failure to do so can quickly have a negative impact on both brand perception and sales. 

The challenge for many marketers is that doing content “right” can be a massive undertaking, both in terms of human and financial resources. Fortunately, there are tools available that combine creativity with machine learning and artificial intelligence to simplify the creative production process. This is most commonly known as dynamic creative optimization, or DCO. As stated in this source from Amazon, “…DCO technology rapidly builds multiple iterations of an ad using the same base creative, while tailoring parts of the ad based on audiences, context, and past performance.” While there are native tools in platforms like Amazon and Meta that make dynamic creatives widely accessible without a great deal of investment in new base creatives or technologies; however, there are other third-party tools that also facilitate this capability in non-walled garden environments to allow for the full-range of benefits. 

Here are the top four reasons why your brand should consider tapping into the power of dynamic creative optimization (DCO):

#1: DCO offers a lot of efficiency

I think most marketers understand that having high quality content to support advertising is all but mandatory to achieve ideal marketing results. But the reality is that what is “ideal” is not always realistic, especially with smaller marketing teams and diminishing budgets. DCO helps make content best practices more feasible, by using technology to reduce man hours needed to produce content, increasing the speed at which new content iterations can be created, and avoiding having to start from scratch to test new creative ideas. Speaking of tests…

#2: Dynamic creative optimization provides a great platform for ongoing testing

Have three good creative ideas and are struggling to determine which one is the “best?” Or do you have a primary concept that you’re aligned on, but are unsure which version of the copy will drive the best response? Dynamic creative optimization allows you to try multiple versions and use the data to evaluate the best creative rather than gut intuition or time consuming focus groups. Furthermore, this technology enables your team to make small changes along the way based on the results, allowing for streamlined application of these data-driven learnings. 

#3: DCO provides greater flexibility to adapt to shifting platform technology

It’s no surprise to any marketer who has worked in digital that online platforms, especially social platforms, love to make changes. Surprise! You can now have 50% more words on your ad description. Surprise! Our algorithm is now going to put preference toward our newly announced placements because we just know users will love it. Surprise! Our ad policies have changed and the creative you’ve run for the last three months now goes against our community rules. You name it, marketers have experienced it. Dynamic creatives can help marketers pivot with greater agility, adapting creative sizing, orientation and even message to better meet platform specifications. Pair this with the power that generative AI can bring to creative production and you can move more easily with the speed of your business needs and rapidly moving industry norms. 

#4: Dynamic creative optimization allows for increased relevancy and personalization

This is arguably the most important use case for dynamic creatives. Consumers are inundated with ads on a near constant basis – so having your brand stand out in its advertising is no small task. However, you most certainly don’t want to stand out for the wrong reasons – with content that is self-serving, irrelevant, or just downright bad. Dynamic creative optimization ties creatives more closely to data, both in terms of activation and placements as well as with post-impression analysis, helping marketers have a greater likelihood of reaching the right person with the right message in the right environment and informing adjustments in creative strategy based on performance metrics. 

To continue optimizing your approach to creative content, check out:

The Drum – The Concept of a Marketing ‘Funnel’ is Flawed

Posted on by Elise Stieferman

The traditional marketing funnel no longer works for the modern customer journey because it makes assumptions about consumer behavior that are great in theory but not reflective of reality. In this article on The Drum, Coegi’s Elise Stieferman explains why it is time to drop one of advertising’s favorite concepts and  how your brand can strategically drive performance in the modern  marketplace.  

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The Drum – Prepare for the ‘Trough of AI Disillusionment’: H2 2023 Predictions

Posted on by Elise Stieferman

As we hit the second half of 2023, The Drum brings you a tasting menu of Drum Network leaders‘ predictions, from AI disillusionment to… fungal growth and changes for pet owners. Elise Stieferman, director of marketing and business strategy, Coegi predicts that “AI will be H2 2023’s Dr Jekyll and Mr Hyde: both hero and villain for marketers, depending on expertise and perspective.” Learn more from Elise and other industry leaders in this article on The Drum.

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