Digital Brand Lift VS Ad Recall

Digital Brand Lift VS Ad Recall

The current industry problem

The majority of big brands know very little about ATL-aligned digital brand lift strategies, and that they can cement and amplify longevity in brand lift through quantifiable, trackable, exploitable data, generating brand lift that is not limited to the campaign alone.

Let’s look at this as a relationship. For argument’s sake, the lack of digital brand lift in online promotions or campaigns is sharply akin to a one-night stand, and the consumer is the ‘one-night stand’. The digital campaigns that activate will only ever be a fly-by-night; the one-of-a-kind prizes brands offer are data points such as the opt-in, collected on the basis of the consumer’s interactions for remarketing. The one-night stand in its infinite glory.

What is not well-known by most is that, statistically, online competitions and promotions have no genuine consumer-data value at all. After a competition or promo win, winners may have zero intention of buying the product nor converting to brand only because they won; their goal could purely be “free stuff”. Competition triathletes are a breed of online users, and of social media platforms especially, who are growing faster than we data-junkies care to admit. However, this tiny bit of data facilitates the understanding that changes the ball game considerably. It boils down to this:

Brands are probably buying into false online-engagement data and success metrics, limiting the true velocity of digital brand lift and resulting brand identity/loyalty achieved long after the campaign ends. When applying this to brand campaigns and brand content, it’s clear we have a hit-and-miss.

Often consumers who’ve been profiled and captured are only ever exposed to the brand the next time the brand decides to do a campaign. The consumers have been segmented and profiled; 12 months later, the brand tries to reignite the same data assets, not once considering that the consumers probably disengaged when the last campaign ended, as no digital brand lift strategy existed to keep them interested and neither value in between campaigns was offered nor attempts to forge stronger interactions or identity association.

What does this mean?

A sweet spot has been forming with digital brand lift and identity loyalty or identity association, and that consumer brand-identity loyalty/association is forged through longevity and continuum of active engagement long after the campaign ends. Primarily, in the digital arena, we achieve digital brand lift and identity loyalty specifically through optimised content-marketing efforts in social media to activate positive growth and/or upward shift in consumers’ perception and brand awareness.

Identity loyalty or brand identity association is easily explained: Think of that one brand you believe in, not one you merely like or subscribe to but one you recommend to those you love, knowing the brand will follow through and cement your loyalty. Got that brand in your head?

Identity loyalty, however, does not happen by accident, nor is it an out-of-the-box application. For it to work, brands need to be highly data-proficient, maximising data strategically and using it to facilitate connections with aligned consumers. Once achieved, a marketing oasis is created with customers who ally with brand, and as long as the brand identity is clear, concise and clearly outlines the brand’s values and ideals consistently through content marketing, for example, it can attract devoted consumers like bees to flowers.

Ford, Harley Davidson, Apple, Air Jordan and Nike have all perfected this. Let’s evaluate a Nike Women campaign that is nailing it with viral video and developing exceptionally strong identity loyalty and brand lift. Called #betterforit, this is the story of Margot and Lily. “Two sisters — total opposites — make a bet that pushes them both way outside their comfort zones. One is a fitness YouTube celebrity with no friends, and one a rebel with no clue but loads of friends…”
nike-margot-vs-lily-episode-1-youtube-stats

What’s most interesting with this campaign is the digital brand lift strategy:

  1. To facilitate and entice consumers to buy outfits worn in the YouTube episode
  2. To promote the download of the latest workout
  3. To activate the NIKE Training Club (NTC) mobile app
  4. To connect coaches and experts to consumers embarking on this challenge, and for consumers to easily get the advice they need to get #betterforit

Key takeaway

Digital brand campaigns can be data-rich and insight-poor, lacking the understanding that social-media and brand-lift strategies are not an ATL output. ATL-type campaigns in social media are the very reason Google and Facebook have algorithms that attack brand spam. Social media is as personal as it gets with a consumer — it’s as close as you will ever be. Identity loyalty is forged here, by clear communication of your values, by aligning with the consumer’s identity. Identity loyalty and brand lift (ad recall) are totally within your control, and may be amplified to achieve specific outcomes. Things don’t just happen; it’s a discipline designed to get specific long-term results.

If brands are going to compete for the online space and the online consumer, as detailed in my previous column, then it makes sense to start focusing upon the things that matter, such as digital brand lift, to drive brand entrenchment two years down the road.

Facebook Take Your Audiences – Long Live SEO

Facebook Take Your Audiences – Long Live SEO

Hold on to your chairs marketers, brands and publishers, your world is about to drop off its axis.

I have on many occasions written about the massive move Facebook is going to be making, and I have on many occasions written about why you need SEO, but this time it is to warn you that you need it NOW. 

Why now? On Thursday last week, the 30th of June 2016, all our comfortable marketing worlds were shattered when Facebook announced on its blog, the new algorithm update.

Facebook have moved to obliterate all your “free” marketing efforts as the algorithm is changing to send less traffic to your content sites.

The reason being says Facebooks Vice president of product management Adam Mosseri The growth and competition in the publisher ecosystem is really, really strong, We’re worried that a lot of people using Facebook are not able to connect to friends and family as well because of that.”

Firstly, it was never your audience to begin with, so the panic we all feel is somewhat exaggerated by this realisation. Let’s dive deep into what this means for us locally. SocialFlow reported earlier this month that the reach of publishers has already dropped by 42%, and since most publishers generate about 70% of their traffic from Facebook, especially here is SA, it’s a rather bleak outlook.

It’s not like the writing wasn’t on the wall, we have all seen the little alerts Facebook pops out suggesting you should boost your post, well the future could mean exactly that. Let’s say you create this awesome Facebook post to this amazing article or offer you have and as you hit the post button Facebook gives you a message that reads: pay x amount to reach this audience.  Your reaction would be along the lines of “NO that’s my audience!”… But the real answer is: No, its Facebooks audience. And we should probably get used to that as this is probably the only way we will reach those audiences.

This of course also means the cost of Ads on Facebook will go up.

Let’s look at Auto play video that took Facebook by storm, the question is: do you know why there was a sudden boom from brands and publishers to provide video? The video view counts with Facebook’s “auto play”, even though they may have been somewhat massively inflated, were through the roof, the perfect solution for publishers to prove their social media ROI, and this in turn caused a storm in the marketing world, you have to remember that the news feed does not give your video an unlimited supply of attention, it just looks that way. There is a list of 20 publishers that Facebook paid to make it look that way. Buzzfeed being one publisher that made millions off of this video move.

Gone are the days when there was a native advertising sweet spot, from now on a publisher on Facebook will be issued with a tag that says NATIVE, and this will hurt marketers and publishers as it breaks the illusion that we publishers or marketers are buying access to sacred audiences. The tag allows the brand to access all insights from a post that they are “tagged” in. It works like this: you will be able to see how much traffic you generate from NATIVE Ads rather than seeing organic traffic, this will allow marketers to calculate how big that ROI margin is and I promise you, you will be feeling like you have been robbed.

This algorithm change also means that publishers can share branded content from their official pages to drive traffic organically, but we will be having to rely on Native ads and paid advertising inside Facebook which poses a budget problem down the line.

Let’s look at how we can save this massive loss in traffic from Facebook. SEO is the only answer, it’s the only way to secure earned organic traffic. The principles of SEO do not change; quality content principles don’t change. I know some of you are saying Social is one of the pillars of SEO, yes and no. Social signals will always play a part in SEO ranking, but those are short lived, and have a life span of 48hrs in SERPs if you’re lucky. SEO on the other hand is also applicable inside social media, you just have to find the right SEO person for the job and that might be difficult with the number false guru’s we have trailing the net.

It’s not about their listing on Google, everybody is an SEO on Google Ads, its about finding the SEO that has the knowledge to give you that will equip you for the future. That will guide you and assist you not spew out an audit that means nothing to you. Choose wisely as the next 18months will be critical if you don’t.

My advice to all of you who use Facebook as your primary traffic engine or advertising channel, get SEO now or you will not be here playing digital marketing in 18months time.