Brand-building while driving direct response can sometimes be difficult to match-up, as you look to maximize immediate sales, while also establishing your brand presence.
Should you focus more on one or the other element – or is there a way to effectively establish your brand, and build your online audience, while also staying focused on immediate conversions?
According to Facebook, this is a common challenge that brands face:
“Many advertisers today struggle to balance short-term sales activation with long-term brand growth. And while both are critical to marketing success, traditionally these strategies have been viewed as distinct. Often performance marketing/DR and brand teams are in their own silos, with their own budgets and their own distinct – and perhaps conflicting – goals and priorities.”
But the two goals don’t have to operate in isolation. To provide more insight on this, Facebook recently conducted a study of 35 campaigns, with 34 advertisers across 10 verticals, in order to glean best practice tips on brand-building, in conjunction with direct response.
As you can see here, Facebook says that the key to driving brand awareness through direct response campaigns lies in optimizing campaigns for mobile.
“Advertisers who build creative assets for mobile experiences see better performance across areas such as brand awareness, brand familiarity and ad recall.”
Given the high usage of Facebook’s apps on mobile devices, this makes sense, in terms of grabbing attention with your campaigns. But effective branding, in particular, requires a dedicated effort, which is critically important to note.
“In the study, 57% of the brands saw brand awareness uplifts for their competitors as well as for themselves. A key reason for this was lack of branding: In the absence of a distinctive, recognizable and mnemonic visual ID, the entire product category was lifted. In other words, failing to showcase the brand identity benefits the most salient brand in the category more often than not.”
So when you’re creating campaigns focused on product, if you do share an effective ad, that will likely benefit your competitors as well, unless you’re effectively branding your content. That’s why the above note on strong branding is important – establishing your brand identity early on will help create brand recognition, while using an established color palette or presentation format will further distinguish your business from others in your niche.
This is an important, valuable note for your campaigns. It may seem like up-front branding is not as important, but the logic here makes sense. If you highlight your product benefits, without branding, you’re essentially running a product ad – but if you want to build your brand, you need to also be working to establish that identity – and you need to do so early, in order to maximize that linkage.
These are some good tips to keep in mind, and the notes on brand-building in line with DR will provide further strategic considerations in your planning.
You can read Facebook’s full “value of performance branding” report here.
UK teen died after ‘negative effects of online content’: coroner
Molly Russell was exposed to online material ‘that may have influenced her in a negative way’ – Copyright POOL/AFP/File Philip FONG
A 14-year-old British girl died from an act of self harm while suffering from the “negative effects of online content”, a coroner said Friday in a case that shone a spotlight on social media companies.
Molly Russell was “exposed to material that may have influenced her in a negative way and, in addition, what had started as a depression had become a more serious depressive illness,” Andrew Walker ruled at North London Coroner’s Court.
The teenager “died from an act of self-harm while suffering depression”, he said, but added it would not be “safe” to conclude it was suicide.
Some of the content she viewed was “particularly graphic” and “normalised her condition,” said Walker.
Russell, from Harrow in northwest London, died in November 2017, leading her family to set up a campaign highlighting the dangers of social media.
“There are too many others similarly affected right now,” her father Ian Russell said after the ruling.
“At this point, I just want to say however dark it seems, there is always hope.
“I hope that this will be an important step in bringing about much needed change,” he added.
The week-long hearing became heated when the family’s lawyer, Oliver Sanders, took an Instagram executive to task.
A visibly angry Sanders asked Elizabeth Lagone, the head of health and wellbeing at Meta, Instagram’s parent company, why the platform allowed children to use it when it was “allowing people to put potentially harmful content on it”.
“You are not a parent, you are just a business in America. You have no right to do that. The children who are opening these accounts don’t have the capacity to consent to this,” he said.
Lagone apologised after being shown footage, viewed by Russell, that “violated our policies”.
Of the 16,300 posts Russell saved, shared or liked on Instagram in the six-month period before her death, 2,100 related to depression, self-harm or suicide, the inquest heard.
Children’s charity NSPCC said the ruling “must be a turning point”.
“Tech companies must be held accountable when they don’t make children’s safety a priority,” tweeted the charity.
“This must be a turning point,” it added, stressing that any delay to a government bill dealing with online safety “would be inconceivable to parents”.
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