Brand marketers are turning their focus away from tried-and-tested digital metrics like the click and are making the shift towards metrics like attention.
How did this shift take place? There has been innovation every year- from new ad sizes, functionality, formats, targeting and re-targeting techniques and programmatic buying methodologies. There has been quite a shift from the days the first 468x60 banner ad was placed on a website, thereby urging users to click on it. Therefore, brand advertising has come a long way.
While the innovations have really been game-changing, there has not been much dynamism as far as ad measurements are concerned. Direct response advertisers make full use of “the click” in order to obtain success. However, it is pertinent to note that brand advertisers have never really had a true success metric to call their own. In fact, pin-pointing the right metric for brands has been a difficult problem to solve.
The right success
How should one go about finding the correct success metric for brands? You could always start by sustaining the connection with a consumer. This will ensure that when they are in the market for a specific kind of product, they will put that brand at the top of their shopping list.
Brand advertising should tell a story if there is any chance of success. When consumers first hear about a brand, they don’t immediately connect to it. The relationship with a brand has to be built over time and with repetitive positive experience.
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