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BEST PRACTICES & STRATEGIES

Brand marketing relies on awareness and image

Optimizing online marketing purely based on online in a targeted way. Even people who are not very
metrics alone is tempting, as is managing digitally savvy can now be reached online.
campaigns based on conversion numbers and
targeting a loyal audience with precise tracking Building or strengthening a brand usually requires stay-
ing power: continuity and many advertising contacts
and retargeting, but the long-term goal traffic, is with the target group are important. The values associ-
often overlooked.
ated with the company, or the products offered, must
The result is that the sales funnel is not filled up and be constant and consistent across all touchpoints and
the number of users reached, decreases continuously. this process is currently being accelerated by increas-
Pure performance control should therefore not be the ing online use.
sole part of the online strategy, because two factors are
important on the way to a strong brand name and im- Ensure a uniform presentation across all channels and
age: (1) awareness ensures reach and traffic, (2) image devices in accordance with the overall corporate design
is so important because people base their purchasing and corporate culture. The imagery must be consistent
decisions mainly on trust and feelings. The more trust across all formats and appear in the right context.
is placed in a brand, the fewer comparisons are made Online marketing can specially help with brand building,
with alternative products. The conveyance of values such as:
such as sustainability or emotions is transferred from
the brand to all products. • Programmatic display campaigns, which are the
digital branding choice for many businesses. With
Nowadays, when people are spending more and more attention-grabbing advertising in different banner
time on the Internet, you can increase your exposure formats, the user can be reached again and again
significantly through online advertising. Users currently in a memorable way during his/her journey on the
have plenty of time and are more willing to browse
Internet. Adherence to corporate allows for brand

June 2022: Performance Marketing 13