No business activity is worth executing if it’s unable to keep or maintain your stead in the marketplace. This notion is why branding is adamantly used in the business world. Its ability to frequently benefit organizations is why 57% of U.S. companies view strengthening their brand as a leading business objective. To ensure branding efforts are working, tactics known as brand delivery and brand performance must be observed. Brand delivery focuses on how branding is executed during marketing campaigns. The campaign results are then used to calculate brand performance, or branding’s effectiveness at garnering positive business outcomes. To help streamline success, here are 5 marketing methods to determine whether your branding promotes proper performance and delivery.

 

Decode the Consumer Mindset

Businesses are responsible for providing concise communications to their customers. To do so, customers’ points of view must be acknowledged. What factors cause consumers to complete a purchase? What necessities or wants do buyers have when in-market for a product? Brand messaging that acknowledges the target market’s preferences and needs is a major factor of brand delivery and performance. By gathering buyer demographics and behavioral data, you are able to profile key consumers and produce branding strategies that enable ads to better proposition offerings based on what appeals to customers.

 

Diversify Ad Formatting

Static image overuse can lead to stagnant campaign performance due to audiences experiencing a “been there, seen that” feeling. Luckily, digital advertising has expanded beyond single image inventory. Taking advantage of video and gif formats broadens a brand’s storytelling capabilities. As a result to using these richer, more in-depth forms of content, branding can gain heightened viewability while igniting more purchase intent thanks to visually enhanced messaging.

 

Adapt Cross-Device Planning

Relevancy is a fundamental responsibility brands owe their customer base. However, maintaining relevance requires being open to audience’s changing interests. One such interest is audience preference for content consumption. Generally, 47% of U.S. internet users engage multiple devices at the same time several times a day. Technology’s steady ubiquity and evolution means branding must be deliverable beyond a single platform. Assisted by device type and device usage data research, you can organize a thorough cross-device strategy to elevate brand delivery and performance on every major device.

 

Set Campaign Goals

Ad campaigns are especially reliant on branding. A company producing branded content that properly engages and inspires proactivity among target consumers correlates with a campaign’s ability to drive optimal results. To ensure branding is driving optimization, you must monitor any captured user interactions. Prior to launch, set goals based on what interactions you hope to earn (clicks, impressions, sign-ups, page redirects, etc.) and what results you want each interaction to drive. Every goal will act as performance guidelines to determine if live campaigns are meeting expectations. Identify the branded elements of high-performing campaigns in order to ensure those same elements are included in future launches, increasing their probability of achieving maximum optimization.

 

Retarget the Masses

Let’s face it: buyers have a habit of ghosting organizations, even after engaging their product suite. This fickle behavior hinders companies’ ability to push consumers through the purchase funnel, resulting in unfinished transactions, dead-end leads, and lackluster sales performance. Luckily, branding can aid in winning more business from engaged but uninvested individuals with retargeting. Using pre-curated insights from past brand campaigns, profile the audiences who interacted with your content. Reacquaint your business to potential buyers by coupling quality brand content with special sentiments such as personalized messages or deals on certain offerings. Not only will you be promoting brand recall, but recording the amount of purchases and reactivated customers gained will help determine your branding’s efficiency at being action-invoking content for retargeting ventures.

 

Bottom Line

Each marketing tactic does indeed improve brand performance and delivery, but the true value of these tactics is how they alert companies of their brand’s worth. Branding goes beyond selecting a logo or catchphrase; it is the act of presenting your company in a thorough, recognizable manner within its industry and toward target audiences. When executing these marketing tactics, you are utilizing learning tools that rejuvenate your awareness of which branding decisions drive benchmark results. In turn, the usage of these strategies helps access a roadmap to overall branding success.

IP Zone: Leverage the relationship between users and the location of their IP addresses in a cookie-free, safe and scalable way.

Behavioral: Combine first party with network analytics and enormous scale to define custom audience channels that are optimized to sites with high brand engagement.

Demographic: Reach the right audience based on demographic characteristics such as age, gender and income.

Mobile Device: Target users by mobile device type (Smartphone, tablet, etc.), carrier and operating system.

Geo-Location: Target your audience residential cluster, proximity to retail locations, campaign level DMAs and more.

Contextual: Place a relevant ad in front of a user who is reading content that contains specific terms.

Buying Power and Quality

Let’s be honest. Your ad ops are limited by your access to only a handful of channels and DSPs. You want more reach and better prices, but don’t want to sacrifice quality in order to achieve those goals. Digital Remedy has access to a vast multitude of channels based on relationships we’ve cultivated over nearly 20 years in business. That means we get the best prices, have personal relationships, and don’t get sent to voicemail when we call.

It also means that we can execute omni-channel ad ops for better prices than an internal team, while ensuring the quality is up to industry standards. On top of access to all sorts of specific audiences we’re able to to leverage first- and third-party data across all your campaigns and pivot across platforms based on results. Any campaign, any budget, any platform, any audience. Digital Remedy backed by AdReady is restriction free ad ops….and what could be better than that?

Resources, Time, and Overhead

When was the last time you enjoyed balancing budgets, reading resumes, dealing with aggressive sales teams, or wasting years of time for small gains in performance. By partnering with Digital Remedy you get the full support of $30m in OPEX including marketing teams, sales teams, and a dedicated 24/7 ad operations team. No hiring new employees for media optimization, business development, or account management. No months of training and on-boarding. No long meetings crafting sales materials. Just your team focused on making deals, and our teams and tech focused on supporting and executing those deals in a tech-enabled, digital ecosystem designed to get the most out of any KPI.

Reporting and Support

How nice would it be to have all of your data and insights in one location. We don’t mean an excel sheet sent out once a week with complicated charts, or an XML file with pages and pages and pages of tables (what is this, 2003?). We mean a fully customizable dashboard reporting in real time, or as real time as possible. You get to decide the how, what, and when of the reporting you’re seeing. And that’s ALL of the how, what, and when’s. If you want to see breakouts of all of the individual campaigns in your system, done. If you want broad scope comparisons of all of the campaigns in the last year, done. If you want to see CTR’s for specific audiences and compare them to CPM for your best performing advertiser but limit the scope to campaigns greater than 30k, done. All of this is at your fingertips with the AdReady Dashboard, all in one place.

Jessica Cortapasso

With more than a decade of experience in human capital management, Jessica Cortapasso serves as VP of Human Resources at Digital Remedy. After graduating from Muhlenberg College, she quickly recognized her passion for people and entered the workforce in Human Resources where she gained expertise in employee relations, designing strategic benefit plans, and the development, implementation, and curation of corporate engagement initiatives for big-name brands and small companies alike. Becoming a member of the Digital Remedy family in 2013 while simultaneously acquiring her Masters Degree in Human Resources Management and Development from New York University, Jessica has steered company culture through significant events ranging from acquisitions and a rebranding, to the development and application of our Core Values that shape our daily business practices. Cortapasso resides in Brooklyn, plays competitive volleyball, and loves spending time with her nieces.