The process of brand-building while driving direct response can sometimes be tricky to match-up, because while you are looking to maximize immediate sales, your main objective is to establishyour brand presence.
So, what you need to do? Ideally, should you focus more on one or the other element? Alternatively, is there a method to effectively establish your brand, and build your online audience, while also remaining focused on immediate conversions?
Facebook thinks -this is one of the common challenges that brands face:
Advertisers usually struggle to balance short-term sales activation with long-term brand growth. But for marketing success, both are critical as traditionally these strategies have always been viewed as separate. Usually, performance marketing/DR and brand teams are in their own silos, having their distinct budgets and their conflicting goals and priorities.
These are two different goals, but don’t have to operate in isolation. Hence, to give a better insight on this, Facebook recently conducted a detailed study of 35 campaigns, with as many as 34 advertisers across 10 verticals. The idea behind this exercise was in order to glean best practice tips on brand-building, in conjunction with direct response.
Brand Building study by Facebook
According to Facebook, the key to drive brand awareness through direct response campaigns lies in optimizing campaigns for mobile.Advertisers who focus on building creative assets for mobile experiences see better performance across parameters such as brand awareness, brand familiarity and ad recall.
Considering the huge popularity of Facebook’s apps on mobile devices, this makes a lot of sense forattracting attention with your campaigns. However, effective branding, especially, requires a dedicated effort, which is important to note. The new social apps like Connectd and Vero are also widely used for running such campaigns since they have also taken a leaf out of Facebook and provided similar opportunities to brands.
The studydiscovered that 57% of the brands experienced brand awareness uplifts not only for their competitors but also for themselves. The reason behind this lack of branding was the absence of a unique, identifiable and mnemonic ID.Therefore, it can be concluded that failing to showcase the brand identity benefits the most prominent brand in the category more often than not.
So while you’re busy creating campaigns focused on product, but choose to share an effective ad, it will likely benefit your competitors as well, unless you’re effectively branding your content. The above mentioned note on strong branding is crucialbecause establishing your brand identity early on will go a long way in creating brand recognition. At the same time, using an established color palette or presentation format will further distinguish your brand from others in your niche.
This is an important note, and you must use it for your campaigns. In the first look, up-front branding may not seem as important, but the logic makes a lot of sense here. So, by highlighting your product benefits without branding, you’re actually running a product ad, but if you wish to build your brand, you should be working to establish that identity, and you need to do it early to maximize that linkage.