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:
Tag: Marketing Publications
The Drum – The Concept of a Marketing ‘Funnel’ is Flawed
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.
The Drum – Prepare for the ‘Trough of AI Disillusionment’: H2 2023 Predictions
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.
The Drum – Attribution Matters: Navigating an ‘Uncomfortably Complex Topic’
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.
The Drum – Stop Making Ads, Start Creating Content
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.
The Drum – Your Data Strategy Can be a Community-Building Strategy
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:
PM360 – 5 Digital Media Tactics to Amplify Public Health Marketing
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:
Retail Touchpoints – How to Drive Wine Sales with Digital Marketing
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:
- Establish emotional connection and awareness to drive brand trial
- Move into the consideration set for target audiences
- Grow in-store and ecommerce wine sales
Read more about how to drive wine sales through digital marketing on Retail Touchpoints:
The Drum – From Customized to Creepy: How to Get Ad Personalization Right
Personalization has been the gold standard for data-driven digital marketing for many years. But the role of personalization is changing as consumer expectations shift and technologies evolve. Personalization is no longer a value-add, but rather a need-to-have.
Failing to tailor your advertising to your highest-value customers will result in a lack of engagement and handing over the opportunity to convert to your competition. However, being personalized requires an element of restraint and nuance that is sometimes a difficult balance to strike without careful research and reflection on your marketing strategy.
Some methods of personalization are more impactful than others – and the best rule of thumb is to remember to treat your audiences as you would like to be treated. Losing sight of this golden rule can turn your ads from customized to creepy. So, here are three steps for staying on the right side of personalization…
MediaPost – Stop Running Campaigns, Start Creating Ecosystems
The vernacular of the marketing campaign — implying that consumers and brands are at war against each other — is antiquated.
Advertising shouldn’t exist if its goal is to simply influence and manipulate consumers into short-term purchases. Most people are too smart to fall for that anymore, but more importantly, it only serves the brand’s short-term interests.
Instead, modern marketing must exist to benefit the brand, the customers, and the world at large. Very rarely does one message, one piece of content, one execution, do that.
