Aug 02, 2022
In General Discussions
For which company is high brand awareness the ultimate goal? What good is a beautiful brand, high brand awareness, if it does not result in good financial results? Building and developing a brand can never be the main goal. In fact, it is a means to achieve certain objectives as a company. Fortunately, it has now also become easier to make the effects of branding (partly) quantifiable and translate it into financial impact. With performance -based branding, you as an advertiser can work on branding activities that demonstrably contribute to the financial results. It is precisely this integration of branding and performance that will only become more important. 16. Audience targeting is over, focus on segments and intent Originally, many advertisers spend the necessary time to define their target groups, with the idea that advertisements can then be served as targeted as possible. But due to job function email list the possibilities that the internet offers, it is no longer logical to limit yourself to this online. It is precisely this framing that will limit growth in many cases. Your campaign may not show good results within the total group of 'women aged 30 to 40', but it does show among the segment 'women aged 30 to 40 who live in The Hague and use an iPhone'. By framing it in advance, that entire segment would never have been approached. So you may not even find out what you're missing out on. The nice thing is that the focus on segments and intentions can already be partly automated in many cases. The algorithms of Google and Facebook are sent to constantly look at thousands of combinations. Based on (historical) data, these algorithms learn increasingly better which combinations work well or which do not work well in your case. As an advertiser you can do a lot more with this. You can implement the focus on segments and intentions from start to finish, for example showing different segments different propositions.