Brandformance is a symbiosis of performance marketing (marketing aimed at achieving specific financially measurable business results in the shortest possible time) and long-term brand building.
The trend is not new, but has gained a “second wind” due to growing median inflation.
It’s both expected and a fact: building a brand has to start somewhere.
We recommend that you first decide on the brand philosophy:
- mission of the organization;
- its values;
- what is the internal world of the organization and how is it conveyed to the consumer;
- uniform use of the brand’s tone of voice across all communication channels with the audience.
After that, it’s worth assessing whether you match the image you want to project. If not, it’s time to change.
And then we can talk about implementing brandformance, so that thanks to all your efforts, a potential client understands that to solve a specific problem, he can turn to you both as a specialist and as a brand whose philosophy appeals to him.
When using brandformance, you also need to understand:
- digital maturity – the ability of an risk managers email lists organization to quickly respond to developments and changing trends in technology;
- post-view and through-view analytics to understand how exactly the client searched for you and found you;
- Big Data, namely what types of data benefits of increasing website traffic exist, which ones and how you can work with them to obtain a certain benefit;
- what is Programmatic, what tasks does it solve, how is it useful in your case;
- the role of social networks and contextual advertising in brandformance marketing. At a minimum, this is the first point of contact with the client within the framework of this strategy.
And like any activity, the effectiveness vietnam data of using brandformance needs to be assessed. We recommend paying attention to:
- reach (how many people learned about your company);
- interested traffic to the site;
- dynamics of brand demand;
- number of direct and branded visits;
- quantity and ratio of MQL and SQL;
- sales level.
The goal is customer loyalty: how to win, maintain and increase it
Working with loyalty is another trend in 2024.
According to the Global customer loyalty report from Antavo ,
- on average, 27% of a loyalty program’s marketing budget goes towards customer loyalty and CRM;
- 9 out of 10 companies reported positive ROI, with an average ROI of 4.8X;
- 67.0% of companies plan to increase investment in retention;
- 9 out of 10 companies with an existing loyalty program plan to upgrade it in the next three years. Last year, this figure was 8/10;
- 6.5 out of 10 respondents want to change their promotion strategy and loyalty maintenance technology together.
We talked about how to boost customer loyalty in 3 basic steps here .
