Category: Marketing Strategy

Do’s and Don’ts of Using Generative AI for Creative

Posted on by Savannah Westbrock

Few innovations have so thoroughly dominated cultural obsession quite like Generative AI. In the past year, hundreds of companies have emerged offering their take on what this technology can do — in the marketing world this is either an easy button for more sales or the end of the world as we know it, depending on who you ask. And while in the programmatic buying world working alongside a machine-learning copilot is nothing new, many branding teams are currently having to build their playbooks largely from scratch when it comes to using AI for creative. 

With this in mind, we’ve identified broad tips for experimenting with the latest tech without accidentally landing your brand in hot water.

Do: Use generative tools to more tangibly express loose ideas

For those of us who can’t even draw convincing stick figures, generative AI can assist in communicating the general ideas in our heads. They can be useful for quickly storyboarding concepts, giving examples of dynamic or sequential messaging during high-level conversations, and communicating the style type a brand would be looking for from its internal teams or creative partners. In this way, generative AI can be used similarly to temp scores in film editing: a temporary placeholder meant to communicate the general tone-and-feel of the scene to help guide composers’ original work. 

Don’t: Launch a campaign with images pulled directly from AI products

Though we may be amazed with tools like DALL-E or other art generators, using generated art for profit is a tricky legal gray area. The current consensus is that AI-generated work is public domain, but this is being actively challenged. As companies like Getty Images and DeviantArt have asserted in lawsuits, these AI tools have been trained on others’ intellectual property — therefore calling into question who AI-artwork really “belongs” to. A collective of artists frustrated by use of their copyrighted works as training materials are trying to bait Disney into a lawsuit by prompting tools into generating versions of Mickey Mouse. 

AI for creative

With these legal questions in mind, if you’re still eager to leverage AI for improved efficiency, consider the straightforward yet cost-effective offers from Google Performance Max, Meta Advantage+, and TikTok SPC. While their templated style isn’t likely to “wow” an art director, the performance perks are worth testing while we wait for these tools to roll out additional creative personalization offerings and for regulations to be standardized.   

Do: Experiment with AI-driven efficiency in the creative process

While generative AI tools aren’t sophisticated enough to produce something original for your brand, they can ease the burden of the more repetitive or menial tasks like resizing or touch-ups. As Adobe beta users have already learned, Photoshop’s Generative Fill feature should also tremendously aid artists in the process of generating backgrounds, removing objects, or refreshing existing branded content into something that will work in different environments. Features like Generative Fill also carry less risk than free generative tools as they were trained on Adobe’s own Stock photos, resting the fears of their new branded content looking remarkably like a Pixar cartoon. 

Don’t: Frame use of generative AI as your “big idea”

Many brands were likely inspired by the earned media coverage of Mint Mobile’s Chat-GPT Ad, which heavily leaned into the novelty of generative AI and echoed the general public’s excitement at its potential. While it may seem odd to imply something from less than six months ago is already passé, media coverage has since shifted away from novelty and toward critique and the moment has truly passed. Brands grabbing attention now are the ones complementing generative AI’s output with a strong human voice, like Burger King’s tongue-in-cheek response to McDonald’s “Answered by Chat-GPT” creative. 

AI for creative

Do: Implement guidelines for generative AI usage

The adage of “with great power comes great responsibility” most certainly applies to Generative AI as it can do a great deal of harm if left to its own devices. Before rolling out AI tools in your organization, it’s critical to first establish what purpose AI will serve and how it will be utilized. The question is not what AI is able to do, but what AI should do to improve efficiencies in your organization. Once use cases are established, work internally to create a set of guidelines and policies on how to responsibly engage with AI tools so that they are used for the right reasons.  

Don’t: Allow generative AI to operate on autopilot

It’s important to keep in mind that the core function of Generative AI is to produce an output in response to a user’s query, even if the tool doesn’t have the necessary or accurate information to do so. Generative AI tools are largely trained by the data that users feed it, which can be problematic as some data inputs are inaccurate, outdated, or biased. ChatGPT, even after a January 2023 platform update aimed to improve accuracy, still only has accurate data available up until September 2021. Bias results from training data as well. Tidio, a customer service software company, conducted a series of experiments to test the level of bias in AI. They asked one AI tool, StableDiffusion, to generate pictures of a doctor, and it wasn’t until the third try that the tool eventually produced an image of a female doctor. As a result, it’s critical to do your due diligence and both fact check and gut check the output of your AI query to ensure that it does not support the spreading of misinformation or hurtful biases. Treat Generative AI as your co-pilot that works in tandem with human logic and reasoning when producing assets.

Generative AI presents many opportunities to streamline efficiency and spark ideas, but there is still much to unfold as the technology continues to be developed and regulated. The do’s and don’ts above aim to be a general guide to follow, but each organization should proactively discuss how to best experiment with this growing technology — there is a lot of uncertainty, but you don’t want to be left behind as new industry norms  develop. For now, using these tools to better define your big ideas, drive better communication across teams, and improve the efficiency of more monotonous tasks is a great place to start. 

This space is moving quickly, so keep a pulse on the latest rollouts to understand what tools are available for your consideration. 

To learn more about AI, listen to this episode of The Loop Marketing Podcast:

The Drum – Attribution Matters: Navigating an ‘Uncomfortably Complex Topic’

Posted on by Coegi

Attributing results to particular channels or campaigns is arguably digital marketing’s most dogged problem, with an array of approaches mutating as platforms change. Coegi’s SVP of Marketing and Innovation advises that “it’s not just GA4 that will upend your attribution models. The latest iOS17 update will reportedly strip link trackers from being passed through message, mail, and private browsing. It’s yet another action chipping away at the scale and effectiveness of last-click attribution and website analytics.” Learn more from Ryan and other experts here.

View the article

The Drum – Stop Making Ads, Start Creating Content

Posted on by Coegi

Our industry has come a long way from the days of every banner flashing ‘Click Here’ or ‘You’ve Won a Free iPod’, but true creativity is still being shackled by the perception that ads meant to drive performance have to look and feel a certain way. In reality, everything a brand releases to the internet plays a role in how that brand is perceived, so why is there still such a disconnect between brands’ organic and paid content? Coegi’s Savannah Westbrock argues the real future of creative is not ads but content – performance-driven, consumer-centric, and driven by cross-discipline teams.

View the article

Understanding Audio Advertising

Posted on by Savannah Westbrock

Audio advertising – through podcasts, streaming platforms, and various radio formats – is in vogue. It’s essentially the mom jeans of digital media. But this time, it’s less about catchy jingles and more about authentic, engaging content. 

Coegi is enthusiastically leaning into this space, adding new programmatic audio capabilities and publisher-direct relationships to our repository of digital solutions., We connected Coegi’s Director of Innovation, Savannah Westbrock, to answer some key questions about the latest trends and technologies within audio advertising. 

What are the primary benefits of audio advertising?

The biggest advantage I see with audio advertising is the ability to meaningfully reach engaged audiences anywhere. Consumers spend an astonishing one-third of their media time with audio content. Over 424M individuals tune into podcasts worldwide – that’s over 20% of all internet users! And with 85% of audio listening being done on mobile devices, it’s a great way to reach users on the go and feed into a mobile-first marketing strategy. 

Podcast advertising becomes increasingly relevant for brands aiming to reach Gen Z. A 2023 report found that Gen Z listens to podcasts nearly as much as they watch streaming TV. Yet, audio advertising is still a largely untapped white space in the market for many brands. 

No matter your industry, marketing goals, or budget, explore how your brand can leverage the influencer status of podcasters to gain brand awareness and build authentic audience connections. Even if you are opting for programmatic audio, aligning your branded content with contextually relevant and interactive audio advertising content will increase authority and brand affinity. 

How has the world of audio advertising changed over the last 5 years? Did the pandemic impact audiences’ listening behaviors?

Despite expectations that audio would decline with the rise of hybrid office work and fewer commutes, time spent with audio during the lockdown stage of the pandemic seems to have grown at-home streaming audio listenership to levels not seen previously. 

In 2021, at-home audio streaming grew to surpass 90 minutes per day, with expectations to continue rising. Podcasts have been a major factor driving this growth, which could be related to the increase in individuals creating new podcasts from home.  

Podcasts are a unique audio advertising opportunity. How can brands do podcast advertising “right?”

This advice is going to be true of all media, but especially with podcasts: know your audience. Heavy podcast listeners usually have tight bonds with their favorites, especially those who subscribe to support their favorite creators. Ensure your audience matches the show, and then ensure the inventory itself is a strong fit for your strategy. 

What is the value of doing host-read audio advertising versus dynamic ad insertions (DAI)? Are there noticeable differences in use-case or performance expectations?

Host-read podcast ads have been the mainstay for many years due to historically limited programmatic audio ad formats as well as the benefits of a more organic ad experience. Programmatically inserting audio ads may turn listeners off of your brand if they feel irrelevant and disruptive. 

Collaborating with creators may be a better choice if your product or service has a very specific audience. In this case, the process will work much like influencer marketing. (For a full step-by-step process, view our Influencer Marketing Guide.)

However, if your product has broad enough audience appeal that the content of the show itself is less of a strategic concern, dynamic ad insertion remains a doable tactic. With programmatic audio and DAI, you also gain greater flexibility. You can swap out outdated ads with new ones, versus host-read ads which live in the podcast archives forever. Take timeliness into consideration as you weigh the pros and cons of these options. 

In what ways are host-read podcast ads similar to or different from influencer marketing?

The relationship between podcast marketing and influencer marketing is quickly becoming a squares-and-rectangles situation. Generally speaking, you can expect a strong recommendation from a podcaster to carry a perception of greater authenticity for your brand. 

The core difference is the content itself. With influencers, influencing purchases is the content, whereas podcasts cover every topic under the sun. A relevant recommendation from a trusted host is more akin to a testimonial than an influencer’s #sponsored post. 

How do you measure the impact of audio advertising?

Depending on your strategy, measurement will look very different. Programmatically-bought audio spots allow for most standard digital metrics like clicks (via companion banners) and inferred view-through conversions. 

But increasingly, strategists are viewing podcasts as a similar opportunity to influencer marketing. With this approach, pairing awareness KPIs, such as reach and lift, with referral codes or unique landing pages can be a stronger play.

For more benefits and tips, check out our 3 Reasons to Use Podcast Advertising blog. 

If you’re interested in running audio advertising campaigns with Coegi, contact us for a discovery call. 

Paid Search Strategy: Fundamentals Before AI

Posted on by Bill Dehlendorf

In 2023, paid search strategy conversations are being peppered with never-ending buzz around GPT and advanced automation. With the possibility of Google losing its lion’s share of the search market, along with rapid tech evolution taking center stage and reshaping SERPs, search marketers need to be diving in to understand and apply these trends headfirst. 

Right?

Well…yes and no. Being at the forefront of digital transformation is a must. However, this cannot be at the expense of abandoning tried and true best practices. 

We must embrace AI and emerging technology, while maintaining fundamental marketing tactics, in order to create a sophisticated, yet flexible paid search strategy that supports the business goals.

The Value of Going Back to Basics

Truth: AI algorithms will drive efficiency and conversions for your goals.

False: AI algorithm will drive the RIGHT efficiencies and conversions for your goals. 

If your efficiency is producing lower cost per clicks but lower quality website traffic, it’s no longer efficiency at all. Without proper inputs and guardrails, AI can begin optimizing to a keyword that is not driving results or the wrong conversion metric for your key business objective. This is why I encourage all performance media practitioners to be cautious about over relying on automation in your paid search strategy. 

So before you begin exploring the latest tech advances, make sure you master the three key fundamentals of paid search advertising:

  1. Measurement
  2. Research
  3. Optimization 

Paid Search Advertising Fundamentals

#1 – Measurement: What’s Working and Why?

Testing new paid search strategies and ad formats is all well and good, but those tests need to be strategically set up and measured to ensure they are feeding into your broader marketing strategy and business goals. Identify the leading indicators of success for your search campaign using both front-end and back-end tracking.  

The prevalence of zero-click search makes tracking front-end metrics more complicated, but also more important than ever. Find creative ways to monitor if your content is adding value and optimized to show up in featured snippets or other rich results? Complementing paid search efforts with organic SEO is key to success here. 

On the back-end, look at meaningful signals, such as time on site, path to purchase, and exposure-to-conversion frequency requirements. These insights will help you improve campaign effectiveness and refine the customer journey. 

Lastly, use search volume tools and in-platform forecasting to identify the budget required to reach your share of voice, impression and reach targets. 

Client Application: We consulted a large swimwear brand on their search strategy. With a list of over 46K target keywords, they faced a nearly impossible task to understand share of voice and make smart optimizations. We made these recommendations to streamline their search strategy: 

  • Consolidate spend to hours when people are most likely to be searching for swimwear
  • Group themed keywords together to better understand intentionality and select the best keyword + ad option to serve 
  • Create larger ad groups to allow machine-learning to learn faster and deliver better performance 

#2 – Research: Aligning the brand and the user

Now, with a strong foundation of measurement beneath our feet, we can craft a sound strategy by knowing the business inside and out. 

First, analyze the brand’s position in the marketplace. 

  • How much share of voice do you have for branded vs non-branded terms? 
  • How intensely is the competition spending in your core markets? 
  • What pricing/brand power exists for the category? 

Tip: If you already own the category, don’t waste money by overinvesting in branded search. 

Second, evaluate opportunities and highlight the unique value proposition for the brand’s products or services. Keyword research, competitive analysis and audience understanding should all play a role in the search ad copy and creative content. 

Tip: Incorporate your audience’s language in your search copy – use their lingo, not your own.

Third, support conversion-based ads with more educational content. Highlight thought leadership articles, how-to videos, landing pages and downloadables to prime your audience. Even within the shortened conversion window of performance media, relevant, high-authority content can play a large role in the user decision-making process (and your SERP ranking). 

Tip: Create your organic and paid search strategy in tandem to make this process seamless.

#3 – Optimization: Fueling the improvement loop

Searching for a surefire way to continually improve your paid search strategy? Look no further than an iterative test and lean process. There are numerous things you can test, just be sure to manipulate one variable at a time so you can understand which actions are impacting your outcomes. 

Here are a few common things we regularly test in our paid search strategies: 

  • Broad vs exact vs phrase match keyword targeting (in-market audiences vs new users) 
  • Google vs Bing
  • Various audience groups and layered targeting
  • Ad group and keyword variations 
  • Copy and creative pairings using dynamic ad insertion

Start by testing the most basic elements of your campaign. Make sure you’ve established statistical relevance, then adjust and refine as you go. This will establish a sound SEO taxonomy to expand upon. 

Timing also comes into play with paid search optimization. Consider the following tactics to stretch your search budget: 

  • Dayparting: Create a time window to run paid search campaigns based on when users are most likely to be searching. For example, your local Starbucks may only run search ads in the morning. Google Ad Scheduling offers insights into peak search hours. 
  • Day of Week: Select particular days to serve search ads based on audience behavior.  For instance, B2B brands commonly only run search on weekdays. 
  • Seasonality: If your business is impacted by seasons, holidays or major events, ebb and flow your budget accordingly to maximize efficiency. Read how Coegi leveraged seasonal search to drive year-end giving for a cryptocurrency brand. 

Next Steps: Amplify Your Performance With Technology

Technological advances will only continue to enhance the discovery experience. Creating a fundamentally sound search strategy with flexible options will allow for opportunities to scale and take advantage of these newer search trends and capabilities. 

Remember: AI won’t work for you unless you set it up for success with the right fundamentals of measurement (to the conversions that matter), research, and data-driven optimizations. 

For more best practices view our Paid Search 101 article.

Breaking Down The Barriers Between B2B and B2C Marketing

Posted on by Coegi

Bringing Humanity to the Core of Your Marketing Strategy

Digital transformation has definitively blurred the lines differentiating the traditionally siloed B2B and B2C marketing practices. It doesn’t matter if you’re purchasing products or services, for a business or as consumers — we’re all human.  By focusing our attention on what matters most, the people, it becomes clear that the concerns we have aren’t unique to B2B or B2C marketing; they’re mutually shared. 

Understanding that these two worlds converge allows marketers to identify and evaluate emerging technologies and trends from a lens of humanity, creating space to innovate and avoid false limitations of what qualifies as a B2B marketing strategy and what is more “appropriate” for B2C. 

Deloitte’s 2023 Global Marketing Trends Report offers a perfect roadmap to reframe our mindset and humanize B2B marketing.

  1. Answering economic instability with marketing investments
  2. Driving growth through internal sustainability efforts
  3. Using creativity as a force for growth
  4. Adopting rising marketing technologies 

Here’s how marketers can apply these four trends to create a human-to-human (H2H) strategy and bridge the gap between B2B and B2C marketing.  

Weathering Economic Uncertainty With H2H Marketing

We’re faced with the challenge of trying to plan without fully knowing what lies ahead amidst uncertain economic times. Value becomes more important than ever when times are tough. We need to find new ways to add or communicate value and meet human needs through personalized experiences. This is where smart use of data becomes your secret weapon, and is actually expected by three-quarters of consumers, according to McKinsey.

“Data will lead us to the points of contact with advertising [that] are increasingly personalized and more relevant” In other words, how can we make each touchpoint in an omnichannel marketing ecosystem feel authentic and personal? Once we pinpoint what drives the biggest impact and makes people feel valued, we can tailor solutions based on those preferences. Put this into practice by strategically investing in conversational marketing. While customers appreciate personal, human interaction, they don’t want to give up the convenience of automation. We can offer the best of both worlds by pairing a human-centric strategy with innovative technologies like targeted marketing, live chat and AI.

Trust, Sustainability and a Human-Centric Culture

In the wake of 2020, B2B and B2C marketers alike were faced with some of the most disruptive crises in recent history. Fast forward to 2023, and “trust, values, and integrity are at the forefront of what customers expect from businesses they shop with. Customers expect brands to demonstrate rich and solid values in 2023, prioritizing ethical, social, and environmental responsibilities.” 

Marketing leaders from both disciplines have a lot more riding on their shoulders with 88% of consumers awarding trust as their top value during times of change. And out of that pool, 78% of their purchasing decisions are influenced by businesses’ environmental practices. It’s no longer simply about growing revenue; it’s about growing your business responsibly. Having a true Environmental, Social, and Governance (ESG) policy in place can not be an afterthought or a nice-to-have. It is pivotal for long-term growth.

Deloitte highlights three core strategies to build intentional ESG marketing practices:  

  • Implementing more sustainable internal marketing practices 
  • Making long-term commitments towards reducing the carbon footprint, and
  • Promoting more sustainable product and service offerings

The best way to take this on is to utilize one of the core tenets of the H2H approach: self-awareness. Taking the time to measure and evaluate your sustainability practices requires effort and forces you to take an honest look at your business practices as it relates to carbon output.   

Here are some great examples of eco-friendly practices that support this human-centric approach:

Driving future growth is dependent on a commitment to  sustainability— or at least, that’s what 55% of marketers are saying. Making a commitment to ESG programs opens the door for brands to mend broken relationships, form new connections, and nurture trust across audiences – both B2B and B2C. 

Creativity is the Main Character in Brands’ Growth Paths

49% of marketers believe the ability to integrate sophisticated analytical capabilities into marketing strategies is critical for long-term success. However, marketers must act on their analysis in a human way to maximize impact. 

Cristian Cabello, CMO of Derco, illustrated that ideology by saying, “Brands should blend data with human-centered methodologies to create a more complete picture of the customer, prevent mistakes an algorithm can’t always understand, and cultivate connections with the customer.” In other words, data is simply data if you fail to tell an emotionally compelling story with it. 

Research shows that people want to hear stories from brands and over half are more likely to buy products from brands whose stories they love. Messages built around a personal story are:

  • More memorable and easier to process 
  • Break away from corporate language and technical jargon 
  • Enable honesty and transparency with engaging analogies
  • Use authenticity to knock down barriers

As professional storytellers, B2B marketers should make content relatable and personable to build deeper connections with prospects and stakeholders. Consider using channels from the B2C playbook, like influencer marketing. Lean into this era of co-creation and explore new partnerships and platforms that will generate a stronger brand community. 

Adopting Rising Technologies with a Human Touch

We can’t help but pay attention to industry chatter around emerging trends and technologies. But, over-investing in something unproven can be unwise. Finding the balance between the hype and worthwhile investments could mean the difference between creating a competitive advantage or falling behind.

In the coming year, B2B marketers should consider:

  1. Taking advantage of AR/VR for experiential B2B marketing interactions: This strategy allows for data-driven decisioning and delivers on the growing expectations for more personalized and engaging consumer experiences. For example, Nestlé Purina Petcare has implemented 3D VR technology to assist retail partners with better in-store merchandising.
  2. Exploring the metaverse’s role in the customer experience: Data shows that those who fail to create a strategy to join the metaverse may lose the opportunity to become a leader in the space. 17% of US marketers are active participants, whereas 40% are laying the groundwork to expand engagement and experiences in the metaverse.
  3. Using blockchain technology to strengthen data privacy: Blockchain offers new possibilities to bolster privacy and give control back to consumers. For example, in the healthcare sector, blockchain technology can store, share and utilize data to communicate with patients without sharing data with a third party.

Customer expectations are shifting, and with them, the distinction between B2B and B2C marketing is collapsing. Taking this in stride by prioritizing a holistic human-to-human approach is a future-proof way to respond to the perpetual disruptions caused by digital transformation and technology. We can stop over-complicating things and opt to simplify our approach by bringing it back to what matters most: we’re all human. 

The Drum – Your Data Strategy Can be a Community-Building Strategy

Posted on by Coegi

How do the world’s most beloved brands like Lego and Trader Joe’s earn lasting spots in the hearts of consumers? They use consumer data the right way, creating meaningful experiences that build relationships between individuals and the brand. Not to simply create transactions.

You can do the same (even without the theme parks or Hawaiian shirts).

Read more on The Drum:

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4 Steps to Scale Your Multiunit Enterprise Marketing Strategy in 2023

Posted on by Sean Cotton

Brand marketing advice is often over-simplified – directed towards growing one brand, one product or one service. Multiunit enterprise marketing requires more complex, yet streamlined, solutions to effectively scale and drive sustainable growth. 

Take a large pharmaceutical company, for example. They typically have multiple business units, each overseeing multiple brands. Not only that, but they often need to reach and persuade multiple audiences – healthcare providers, patients, key opinion leaders, sales reps, procurement managers and caregivers. Essentially, they’re having to consider everything, everywhere, all at once. 

Without an integrated marketing and measurement strategy to tie it all together, chaos may be the only thing to scale. 

The Solution: Plan an overarching brand ecosystem alongside business line campaigns

Building a holistic ecosystem is the foundational structure needed to establish a flexible multiunit marketing strategy. It creates cohesive messaging and creative alignment, appropriate governance for audience targeting, and allows business lines to cross-share learnings that break down silos and level up organizational goals.

How do you accomplish this balancing act? 

  • Set cascading goals for each business unit to establish unified commitment
  • Create sub-ecosystems surrounding each core audience for authentic engagement
  • Optimize the user experience, paying close attention to the B2B2C relationship (if relevant)
  • Build a unified measurement framework to clearly articulate KPIs and desired business outcomes

Let’s break down these four key components for scaling multiunit enterprise marketing in more detail. 

#1 – Plan holistically using cascading goals for each business unit

Each business line has a unique agenda. This is inevitable. But, when you plan overarching and business line campaigns simultaneously, you can feed each agenda into a cohesive brand strategy. This upfront rigor in strategic planning will allow long-term flexibility. 

Start by establishing clear roles and responsibilities to delineate how each business unit contributes to the primary business and marketing objectives. We’ve found the best way to accomplish this is by using the cascading pyramid method of goal setting. 

Cascading goals are “first established at the highest level of the organization. Then, supporting goals are created for every department and team.” Those supporting goals are broken down into KPIs and then specific tasks or initiatives, getting more granular as you move towards the bottom of the pyramid.

Cascading Goal Pyramid

From a media planning perspective, you can assign each business unit unique OKRs and KPIs that contribute to topline goals. This is particularly important to account for the element of real-time spend optimization. When you align on KPIs early in planning, you can select channels with both business objectives and AI-driven optimization in mind. 

Client Example: Coegi works with a regional bank client with multiple business units: consumer banking, commercial banking and home equity. We have a unique audience-targeting strategy for each line of business using behavior-based indicators to ensure we’re reaching a qualified audience. However, every unit shares one core goal: growing new customers. As such, all media KPIs ladder up to that goal and drive the business in a cohesive and clear direction. 

#2 – Create ecosystems surrounding each core audience group

Take an audience-centric approach to media planning by using data and research to gain a deep understanding of core audience behaviors and values. This foundation will inform media and messaging decisions that reduce wasted impressions and build more authentic relationships.  

Apply this knowledge to build and nurture a marketing ecosystem surrounding each unit’s unique audience(s). For example, Coegi worked with BODYARMOR to expand and differentiate the brand in the crowded sports drink marketplace. They were looking to identify and reach new audiences for three distinct product lines: BODYARMOR Original, Lyte (sugar-free) and Edge (caffeinated). 

We created microtargeted audiences for each line, including: Blue Collar Workers, Grocery Gatekeepers, Veterans, Teenage Athletes and Health-Focused Adults. For each audience, we built a custom media plan and recommended messaging strategy – creating an ecosystem of organic touchpoints in their day-to-day lives. Read the full BODYARMOR case study here for more details. 

#3 – Optimize the B2B2C experience

Oftentimes, multiunit enterprises need to reach both professional and consumer audiences – requiring marketers to take a B2B2C approach. These brands need a marketing strategy that facilitates a conversation between the business and the end consumer, meeting them where they are in their level of awareness and knowledge. 

The business customer typically requires more brand-building content. Focus on ways to drive brand recall, establish a unique value proposition (UVP), and communicate benefits to their lives. VP of Marketing at Notion, Kate Rojas, quotes, “In a true B2B2C business model, your partners must be viewed as a true business partner and not just a channel to sell more products…” 

In the spirit of partnership, create a mutually beneficial system. For instance, if you are a financial brand communicating with advisors, sell them the offering that provides the quickest conversion or highest value reward. Then, use that inertia to help them cross-sell using your entire portfolio. This will benefit their bottomline while helping you establish loyal consumers who are invested in multiple offerings. 

Consumers, on the other hand, typically require more basic education about the category itself and the value it offers. This is especially true for more complex and regulated industries, such as finance, IT and healthcare. 

Client Example: Coegi uses a B2B2C content marketing strategy focused on driving brand awareness for our client, Athene, a leading retirement services company. Their end customers often need general education on the importance of retirement annuities. Financial advisors need more technical content about the brand’s benefits. Knowing this, we tailor content to their unique needs within one intertwined strategy so that the B2B and B2C units work together in support of the brand’s goal.

#4 – Build a comprehensive, cross-unit measurement framework

Even with unique campaigns by brand, product, or division, it’s critical to share and apply key takeaways. Insight sharing across units helps avoid a siloed view and allows the business as a whole to optimize more efficiently. 

This is also imperative for flexible budget allocation. When all units are part of an integrated strategy, budget can be allocated to the strongest performing lines, as determined by a test-and-learn approach. 

For specifics on how to create a unified measurement framework, view our 5 Step Guide to Measuring Marketing ROI. 

Read our Measurement Guide here

Create Your Multiunit Enterprise Marketing Strategy

An HBR article states, “multiunit organizations must ensure some degree of customization even as they pursue standardization. They must respond to the distinctive features of local and regional markets to achieve the best results.” 

So, while a nuanced approach for each unit, market, or even location is necessary, brands need to maintain some level of standardization for efficiency and scalability. By planning business line campaigns within this holistic strategic framework, you can ensure appropriate top-line budget allocation for each effort and avoid evaluating any one line in a vacuum.

PM360 – 5 Digital Media Tactics to Amplify Public Health Marketing

Posted on by Coegi

Mass media public service announcement (PSA) campaigns on print, billboard, and linear TV have been the status quo for years. But we can do better. Digital media is transforming what’s possible for public health marketing, allowing brands to raise awareness in a much more efficient, measurable way.

Here are five actionable digital tactics you can use to engage audiences and elicit the behavioral changes needed to support important public health initiatives.

Read more in PM360:

View the article

Retail Touchpoints – How to Drive Wine Sales with Digital Marketing

Posted on by Elise Stieferman

How can your wine brand stand out among thousands of competitors? It’s about more than having the most eye-catching packaging or best shelf spot — although these are important factors. To get people to reach for your product repeatedly, learn how to stand out across the customer journey using a digital-first media strategy.

To accomplish this effectively, wine brands need to:

  1. Establish emotional connection and awareness to drive brand trial
  2. Move into the consideration set for target audiences
  3. Grow in-store and ecommerce wine sales

Read more about how to drive wine sales through digital marketing on Retail Touchpoints:

View the article

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