As part of our Digital Marketing & Advertising Services, we focus on building brand awareness for your business through digital platforms.
Brand awareness is a measure of how well-known your brand is among your target market. A digital brand awareness campaign aims to grow your brand awareness through engagement and distribution of content via digital platforms.
Rather than focusing on increasing sales immediately through ‘aggressive’ marketing, brand awareness campaigns aim to build a permanent relationship between your product and your target consumer. Through digital marketing and advertising efforts, positive associations around your brand grow in the consumer’s mind, sparking consumer interest, trust and loyalty – often even before the conversion takes place.
This ‘passive’ infiltration of the consumer mind grows the purchase desire in a more organic fashion, essentially giving the consumer the freedom to convert on their own terms. This, of course, makes it difficult to use conversion rate tracking as an accurate metric for campaign success. So, the success of a brand awareness campaign is typically measured in terms of reach, often referred to as impressions, views or eyeballs. The more people who see your brand awareness campaign, the more people will be affected and potentially convert through your marketing funnel.
Before we launch a brand awareness campaign with a client, we look at metrics around your current brand recognition, market position, budget and distribution channels to determine whether a brand awareness approach is the right advertising stream for your business right now. If it is, we get started on building out a foolproof brand awareness strategy – and of course, everything we do it tracked and measured.
To ensure we reach the best quality impressions for your budget, we carry out demographic profiling and intelligent targeting. This process allows us to select the right digital distribution channels within a multichannel marketing strategy, such as Instagram posting or display advertising, so that the exposure is targeting the people most likely to be affected. We stick to channel-specific best practice such as scheduling posts for optimum impressions.
With the distribution paths mapped, we focus on content that will not just create impressions, but lasting impressions. To access the consumer subconscious, content must tap into emotions by making consumers think about what you have to say or love what you have to show. Both create a connection and a memory that strengthens with repeated exposure.
Because of the complicated consumer behaviour that digital lends, measuring brand awareness campaigns can be difficult. We track impressions accurately and work intelligently to understand correlations with sales uplifts to measure success against industry benchmarks. We use smart analytics to track user behaviour across devices and channels as much as possible to uncover attribution metrics.
At AndMine, we can orchestrate brand awareness campaigns as part of wider, sales-focused advertising campaigns, budget permitting, to generate long-term uplift alongside immediate growth.
The benefit of using digital to execute your brand awareness campaign is that you can know exactly how many people have been reached. The benefit of going with AndMine is that we report all the metrics through our bespoke dashboard to give you real-time insights into your campaign’s performance around the clock.
With the right audience’s devices being targeted, the right platforms selected and the right content created, your digital brand awareness campaign will ultimately be able to build trust over time and influence the consumers’ subconscious feelings and buying behaviour.
With improved and lasting brand awareness, consumers will be converting organically, effectively reducing your advertising spend in the long run. We know that great brand awareness has proven long term benefits for brands and love watching our clients’ brands grow using digital.
Want to know more about how to build brand awareness that will translate to long term sales? Talk to us.
Metricon recently worked with AndMine on a major online brand promotion. We were impressed with AndMine’s thinking from concept stage through to campaign execution. We would not hesitate to brief AndMine again on future projects.