Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand Interest
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The document presents insights from a webinar focused on performance marketing strategies for businesses in response to changing consumer behavior during the COVID-19 pandemic. Key topics include the importance of adapting messaging, leveraging Connected TV (CTV) for advertising, utilizing influencer marketing to build consumer trust, and optimizing SEO to capture increased online interest. Strategies emphasize being helpful and transparent in communications, while also leveraging data for informed decision-making.
Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand Interest
- 1. This presentation originally aired as a webinar. Recording available here: bit.ly/2zGj0zf
- 2. REIGNITE YOUR BUSINESS WITH PERFORMANCE MARKETING: 4 Ways to Dial Up Brand Interest
- 3. www.CatalystDigital.comwww.xaxis.com INSTRUCTIONS To ask questions Type your question in the chat box located on the left side panel. Only the presenters will see the question. Use this for content questions.
- 4. www.CatalystDigital.comwww.xaxis.com TODAY’S PRESENTERS SPEAKERS Elizabeth Harrington US Market Lead, INCA GroupM Nick Vining Director of Strategy & Insights, Catalyst Danny Macdonald VP, Investments & Partnerships, Xaxis MODERATOR Meghan Lavin Partner, Director of Marketing Catalyst May McCarthy Organic Search Manager Catalyst
- 5. www.CatalystDigital.comwww.xaxis.com Organic Search | Paid Search | Paid Social Advertising Retail Media | eShelf WHAT WE DO Business Results. Powered by Advanced Marketing Strategy.
- 7. www.CatalystDigital.comwww.xaxis.com LOTS OF GROUND TO COVER AGENDA • The Consumer Mindset & Experience • Connecting With Consumers at Home: • Insights to Drive Strategy & Messaging • Reaching Consumers with CTV • Connections via Influencer Marketing • Be Helpful & Capture Demand with SEO • May 28th: Part Two – Fueling Your Reopening
- 8. TODAY’S CONSUMER MINDSET & EXPERIENCE
- 9. www.CatalystDigital.comwww.xaxis.com CONSUMER MINDSET Do consumers want to hear from brands right now? Very little expectation that brands should stop advertising, only 8% of respondents in a Kantar survey identified it as a priority for brands. 52% agree that seeing/hearing ads gives them a sense of normality. https://marketing.twitter.com/na/en/insights/twitter-covid19-advertising-policy https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes- media-habits-and-expectations Could my approach today affect customers’ perception tomorrow? 85% of U.S. consumers feel that the way brands behave during the COVID- 19 crisis will affect their desire to do business with those companies in the future. https://www.mediapost.com/publications/article/351023/careless-brand-messaging-during-pandemic-could-hav.html https://www.entrepreneur.com/article/348526 Have consumers’ media habits changed? Web browsing has increased by 70% and social media engagement increased by 61% over normal usage rates. https://www.mediapost.com/publications/article/351023/careless-brand-messaging-during-pandemic-could- hav.html https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-media-habits-and- expectations YES YES YES
- 10. MEET ELLIE
- 11. www.CatalystDigital.comwww.xaxis.com ELLIE’S AT HOME CONSUMER JOURNEY Researching recipesChecking social Following new influencer Cooking shows on NetflixResearching products & brands
- 12. www.CatalystDigital.comwww.xaxis.com AUDIENCE FIRST DATA INFORMS ELLIE’S OMNI-CHANNEL JOURNEY DOOH AUDIO SOCIAL KEYWORDS BROWSING HABITS DMA SOCIAL SEARCH LOCAL SEARCH & APPS EAT AWARENESS ACTION RESEARCH & CONSIDERATION CTV
- 13. INSIGHTS TO DRIVE STRATEGY & MESSAGING
- 14. Do consumers expect me to adapt? https://marketing.twitter.com/na/en/insights/twitter-covid19-advertising-policy https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-media-habits-and-expectations https://adage.com/article/agency-news/kantar-study-shows-consumers-expect-brands-be-helpful-during-coronavirus- pandemic/2246361 75% say companies should not exploit the health crisis to promote themselves. They instead want companies to be helpful. Only 7% of respondents said brands should continue using their normal brand tone or voice. Regardless of channel, the right message & right approach is CRITICAL
- 15. Do consumers expect me to adapt? Use data & insights to stay top of mind and reach Ellie in the right way while she’s at home.
- 16. www.CatalystDigital.comwww.xaxis.com Paid Search SEO Textual AnalyticsOrganic SocialPaid Social eCommerce Site Side Analytics Advanced Analytics Data Mining Automation Data Visualization Data Modeling FUSION FOCUS AREAS
- 17. ENABLING OUR EXPERTS TO SOLVE PROBLEMS FASTER
- 18. www.CatalystDigital.comwww.xaxis.com Identify emerging trends in the market Analyze at a national & regional level Identify new keyword themes Isolate breakout terms 2 ANALYZING TRENDS 1 34
- 19. www.CatalystDigital.comwww.xaxis.com • Harness the power of Google’s ranking algorithm to understand what is relevant, and where consumers are going to discover content, based on the keywords relevant to your brand. • Identify priority domains for display, potential partnerships, influencer, affiliate, social prioritization, “must play” & “must pass” search opportunities and more. KNOW THE LANDSCAPE
- 20. www.CatalystDigital.comwww.xaxis.com • Identify where consumers are raising their hands and asking for specific things throughout each level of the funnel. • Priority targeting for geo specific campaigns • Recognize growth markets, markets that are over & under saturated, and stagnant markets. IDENTIFY THE HAND RAISERS
- 21. www.CatalystDigital.comwww.xaxis.com • Leverage social listening tools to identify consumer sentiment. • Incorporate positive sentiment into messaging. • Exclude negative sentiment terms from campaigns, or create new campaigns to reshape the narrative. EXPLORE SENTIMENT
- 22. MONITOR CHANGES TO TRENDS & INTEREST
- 23. REACH ELLIE AT HOME WITH CTV Image Source: https://www.thedrum.com/industryinsights/2019/01/30/connected-tv-belongs-the-heart-cross-device-strategy
- 24. www.CatalystDigital.comwww.xaxis.com WHAT IS CTV? The Video Advertising Bureau (VAB) defines CTV/OTT as: Premium long form video content that is streamed over the internet through an app or device onto a TV (or PC, Tablet, or Smart Phone) without requiring users to subscribe to a wired cable, telco or satellite TV service. They define “Connected Devices” as: Internet Streaming Players, Game Consoles, and Connected TV’s.
- 25. By 2024, eMarketer estimates CTV users to increase to a whopping 219.4 million Source: eMarketer, February 2020
- 26. People like Ellie are spending more time with more content. Interest in streaming services has increased 49% from March 2019 - 2020 Viewership on CTV devices grew 54% the week of 4/19 vs. 3/1 https://www.freewheel.com/insights/freewheel-real-time-insights-5-7-2020/
- 27. www.CatalystDigital.comwww.xaxis.com CONNECTED TV INDUSTRY LANDSCAPE INVENTORY ACCESSED THROUGH DEVICES AND CONTENT OWNERS SMART TV CONTENT APPS CONTENT DISTRIBUTORS MULTIMEDIA DEVICES & GAME CONSOLES
- 28. www.CatalystDigital.comwww.xaxis.com TARGETING AGILITYSEGMENTATIONUNIFY MEDIA OPTIMIZATION Minimize waste and holistically manage frequency Streamline workflow and paperwork to save time on campaign execution Identify different user types and speak to them differently Consolidate media thru a single buying platform Ability to change strategy and tactics based on in flight results CTV TIP: CENTRALIZE ACTIVATION
- 29. www.CatalystDigital.comwww.xaxis.com REACH USERS ON THE LARGEST SCREEN IN THE HOME – CONNECTED TV TIPS AUDIENCE FIRST APPROACH INCREMENTAL REACH & FREQUENCY INSIGHTS & ANALYTICS • Target deeper than just demo (i.e. past purchasers, in market, behavioral) • Audience Consistency & Control • Target cord cutters/shavers • Limit exposure to those who were exposed in linear/other formats • Measure/optimize towards real business outcome (Sales Lift, Foot traffic, etc.) • Follow path of user across formats
- 31. www.CatalystDigital.comwww.xaxis.com MEET INCA Driving business results by connecting creators with brands and their customers through custom content
- 32. As physical connections decreased, Ellie’s need for virtual connections has increased.
- 33. https://www.edelman.com/research/covid-19-brand-trust-report 13% increase in consumers preferring to be served content from influencers they follow. Influencer content is trusted and has a stronger impact on brand favorability & purchase intent. Influencer content is a nimble strategy, enabling brands to quickly create quality content. THE POWER OF TRUST
- 34. www.CatalystDigital.comwww.xaxis.com TAPPING INTO CREATIVE PRODUCTION Influencer marketing keeps your brand top of mind by tapping into an influencer’s breadth and depth of creativity, often inexpensively Influencers know their communities, and understand how to craft a message in the context of the times In the absence of high touch creative production, they offer fresh and unique content to tell your brand story
- 35. www.CatalystDigital.comwww.xaxis.com TAKING A STRATEGIC APPROACH Building a new level of connection Influencers are a welcome voice for consumers in this current landscape Authenticity is crucial Leverage the bond between creator and audience Join the conversation Use appropriate humor
- 36. www.CatalystDigital.comwww.xaxis.com MATCHING YOUR BRAND WITH YOUR BEST INFLUENCER
- 37. www.CatalystDigital.comwww.xaxis.com SUCCESS STORY: CONNECTING AND EDUCATING • Through the #healthyathome WHO Covid-19 campaign, influencers across the globe volunteered to create and educate the public on health and safety messages • Social media superstars like Collins Key got involved to share the WHO’s five key safety pillars
- 38. THE PATH FORWARD Trust is key. Seek out creators who have uplifting & empowering messages and reduce brand infiltration into their content. Stay present. Be realistic. The best content is helpful content.
- 39. www.CatalystDigital.comwww.xaxis.com INCA BENEFITS Proprietary, industry leading planning tools, ensuring the best possible talent Guarantee delivery, reducing investment risk Client approval on all creators and campaign content before publication Reach custom audiences across social platforms, premium publishers & beyond Consolidated complex supply chain, simplifying the process of campaign delivery
- 40. SEO: BE HELPFUL & CAPTURE DEMAND
- 41. Ellie is spending more time browsing the Internet. Web browsing has increased by 70% during later stages of the pandemic. https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-media-habits-and-expectations
- 42. When it comes to content & optimization, default to being helpful. 77% of consumers want brands to talk about how the brand is helpful in the new everyday life. https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-media-habits-and-expectations
- 43. www.CatalystDigital.comwww.xaxis.com UPDATE NEW POLICIES/PROCEDURES • Make consumers aware of what changes are being made to keep everyone safe and healthy • Create a COVID-19 specific landing page that talks about: • What, if any, policies/procedures updates are being implemented • What you’ve been doing to help decrease the spread • What you’ve been doing to help get products out to consumers efficiently
- 45. www.CatalystDigital.comwww.xaxis.com IF PRODUCTS OR SERVICES ARE AFFECTED, SHIFT TO BLOG CONTENT Just because your goods or service sales are paused, doesn’t mean you still can’t fulfill your customers needs • Shift focus from updating goods and services to creating or expanding your existing blog. • Build a relationship with readers who may not be current customers, but who are intrigued by your content. • Provide comfort in a time of confusion.
- 46. www.CatalystDigital.comwww.xaxis.com PREP GOOGLE MY BUSINESS LISTINGS Update your Google My Business profile with latest information: • Adjusted hours of operation, for instance if you close early • If your services are experiencing delays, i.e. shipping • Extra services you are providing for the community (if any) • If your business is “Temporarily closed” Make sure customers have the latest information: • Add COVID-19 update post to profile • Keep connected with customers by turning on messaging and encouraging customers to reach out if they need you • Use attributes to highlight dining and shopping options
- 47. IN SUMMARY
- 48. www.CatalystDigital.comwww.xaxis.com Let data & insights drive strategy & messaging. Analyze areas like: • Consumer sentiment • Geographical trends • Key moments & digital landscape • Hand-raisers Leverage CTV to increase awareness at home focusing on key principles like: • Media unification • Segmentation • Targeting • Agility • Optimization IN SUMMARY: KEY WAYS TO STAY TOP-OF-MIND FOR AT HOME CONSUMERS Explore strategic approaches to influencer marketing to: • Impact on brand favorability & purchase intent. • Create quality and trusted content that is in keeping with the challenges we face today. Use SEO to capture increased search volume and to be helpful: • Update policies & procedures • Update GMB • Shift to blog content
- 49. www.CatalystDigital.comwww.xaxis.com DON’T MISS PART TWO 4 WAYS TO FUEL YOUR REOPENING Thursday, May 28th 1:00 – 2:00 pm ET https://www.catalystdigital.com/company/ performance-marketing-webinars/
- 50. RESOURCES OR DROP US A LINE: [email protected] CASE STUDIES & INSIGHTS: https://www.catalystdigital.com/digital-marketing-case-studies/ https://www.xaxis.com/insights/casestudies/ MORE WEBINARS: https://www.catalystdigital.com/company/performance-marketing-webinars/
- 52. THANK YOU