Brand Building or Performance?

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Brand Building or Performance?
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Rumination of a Branding Man

• ANY exposure to the target audience counts as
  branding.
• ROI is rarely calculated into pure branding
  success metrics.
• Although performance is the virtue of the medium
  it is not always the best measure of ROI in the
  complete cycle
• When I put on my online marketer hat the story
  looks a bit different because we online marketers
  demand accountability and trackability and
  sell-ability, .just too much ability

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Branding vs. Performance

• Do clicks matter in the world of branding?
• For certain branding objectives such as awareness
  and association, counting clicks is a logical.
• There is a strong correlation between awareness,
  brand association and clicks.
• HOWEVERwhen it comes to measuring intent to
  purchase, advertisers should focus less on clicks
  and more on targeting.
• Ultimately,
• Judging a campaigns effectiveness by clicks
  can be detrimental because it overlooks the
  importance of branding while simultaneously
  drawing conclusions from a sub-set of people who
  may not be representative of the target
  audience.

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Heavy clickers A distorted reality

• Heavy clickers represent just 6 of the online
  population yet account for 50 of all display ad
  clicks.
• Study shows that heavy clickers are not
  representative of the general public.
• Behave very differently online than the typical
  Internet user
• Data suggests no correlation between display ad
  clicks and brand metrics.

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So Where are the Branding Options
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The Brands Play

• The popular brands Everyone wants to be
  associated with them (Coke, Dell), and even
  though there may be some smack-talk against them
  on the Internet or scrawled on the bathroom
  walls, theyre largely immune because theyve got
  enough personal brand karma built up to withstand
  flaming. But they have to put the time and money
  into it .
• Nerd / Hot / Happening brands Digg, Engadget,
  CNET, Firefox. In terms of branding, the Internet
  is the most effective place to build these
  brands personality, because thats precisely
  where the primary audience spends most of their
  time.
• Cheerleader/Prom Queen brands Victorias Secret,
  MAC makeup, Herbal Essence, alcohol brands, Coach
  etc. Recognized by their complete lack of depth
  or practical value proposition, and focused
  entirely on superficial beauty and instant
  gratification, youll find them easily building
  brand awareness and loyalty via online celebrity
  gossip sites and mass-appeal pep rallies such as
  MySpace and YouTube
• The fringe brands Emos, some of which are
  actually the brand and the branding vehicle both
  Suicide Girls, Facebook, Nerve.com, and
  LiveJournal.

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Brand building combined with Creative ideas

• The challenge in measuring campaign performance
  for FMCG brands such as PG is that the sale is
  not completed online, so there is no sale
  conversion rate.
• However, this doesn't mean its impossible to
  measure results.
• We just need to be a little more creative in our
  approach.
• Rich Media interactions
• Clicks and landings
• Coupon redemption / SMS
• Social networking
• Post-purchase follow-up
• Yes, branding is not as straightforward as
  direct sales response, but online marketing can
  offer a range of metrics to prove its
  effectiveness

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Brand Enhancement

• Online Offline

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Offline branding impacts online branding (and
vice versa).

• Great online/offline partnerships benefit
  everyone involved -- the offline marketers,
  online partners and the target audience
• For media companies, content is everything.
• Offline partners provide new, cool content we
  otherwise either wouldnt or couldnt produce.
• In the promotional space, audience is everything.
  
• Online partners offer exposure to a large and
  targeted audience, immersive tools, a forum for
  word-of-mouth promotion and synergistic
  advertising relationships.
• Our audience is hyper connected. Theyre online
  and offline, often at the same time, and we need
  to reach them using a 360-degree approach.
• Most brands integrate offline and online
  marketing approach to maximize the brand
  awareness and in turn increase the customer base.

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• Alternate Reality Everything is an advertising
  campaign that is measured in multiple metrics
  reach, impact, performance and sustained brand
  energy (deferred performance/behavior).
• The beauty of online marketing is that it truly
  allows the possibility that this dream will come
  TRUE!

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Thank You