What does a brand campaign agency do?
A brand campaign is one of the many services provided by a digital marketing agency. Therefore a brand campaign agency would be responsible for delivering such a service to its clients. This service is mainly focused on planning, buying and selling media for the purposes of brand awareness, across a variety of digital ad platforms. Brand awareness, or top of the funnel activities are aimed at helping customers become aware of a brand, and using communication to indicate what makes your brand unique, or worth buying.
What are digital branding campaigns and the purpose?
Marketing initiatives known as "digital branding campaigns" are focused at driving visibility online by running impression based, or brand awareness objective ads. Typically, most digital branding campaigns help to repeatedly remind customers of a brand’s presence, promise, and benefits and anchor the brand in their minds.Banner ads, influencer marketing initiatives, video ads on video platforms, and social media advertising are a few examples of these. Increasing the brand's visibility, creating a recall, and driving new visitors to the website or app are the expected outcomes from such a campaign.
Benefits of running digital branding campaign based on cyclicality of business
Depending on the business's cyclicality, conducting digital branding initiatives can assist a company in a number of ways. In typical marketing terms, campaign periods can be broken down into seasonal or non-seasonal in nature.
Take for instance, items such as air-conditioners, fans, ice creams –they would typically advertise in the months of summer, and a few months leading up to summer. However, there are other categories of businesses that tend to advertise earlier than the actual season of the business to ensure that customers think of them.
These could include businesses in the travel segment, wherein people plan their holidays in advance, education wherein admissions are planned or considered a few months beforehand. For marketing activities that are centred around a specific brand event such as new product launch, branding campaigns can help drive buzz for a limited period of time, leading up to the pre-launch, launch and afterwards. These types of campaigns are typically used to drive awareness around new product, or feature launches.
2. The Right Stage for Running Branding Campaigns
Businesses should consider running branding campaigns when they have a clear point of communication, and an understanding of the audience they want to target. While it’s tempting to run campaigns during the peak seasons of festivals, and events, it’s also important to consider the cost of media buying during the high season. Based on the results from one campaign, subsequent campaigns can be tweaked to refine messaging, audience and other parameters for the campaign. Additionally, companies should have a well-defined product or service offering.
Digital Branding for Businesses of Various Scales
Campaigns for digital branding can be advantageous for companies of all sizes, from early stage startups to conglomerates. Depending on the size, target market, and industry of a firm, several techniques and methods can be employed in a branding effort. While the budgets needed for each stage of business will vary, the scale is what would change for companies in their different life stages –a smaller organisation with a smaller budget will be unable to run too many tests; ensuring the communication is strong is essential. In contrast, larger companies can run several smaller tests to arrive at messaging that’s more robust and deploy it to other markets, or geographies.
Typical Sectors Using Digital Branding to Drive Recall
Digital branding is used by many businesses including retail, hospitality, and technology, to boost consumer recall and boost sales. While hospitality businesses employ branding efforts to market their properties and boost bookings, retail businesses utilise digital branding to boost sales and brand recognition. Digital branding is used by technology companies to position their brand as a leader in their industry and reach new audiences.
3. How Does a Digital Branding Campaign Agency Specialise in This?
A digital branding campaign agency specialises in this area by having a team of experts in branding, marketing, and digital media. These experts work together to develop a customised branding strategy for each client and execute that strategy through targeted digital campaigns.
Platforms Used for Branding Campaigns
There are several platforms that are commonly used for digital branding campaigns, including social media, email, and web advertising. These platforms allow businesses to reach a large audience, engage customers, and drive conversions.
4. How to Evaluate the Effectiveness of Your Digital Branding Campaigns?
Measuring the effectiveness of your digital branding campaigns is essential to determining their success. A brand campaign agency can help companies track and analyse these metrics to determine the success of their branding efforts and make data-driven decisions for future campaigns.Here are some key metrics to track:
Brand Awareness: Measure the increase in brand recognition through surveys or online monitoring tools.
Traffic: Track the number of visitors to your website and other digital channels, including social media, to determine how well the branding campaign is driving engagement.
Engagement: Track the level of engagement with your brand, including likes, shares, and comments, to measure the impact of the branding campaign on audience interaction.
Conversion Rates: Monitor the number of conversions resulting from the branding campaign, such as sales, sign-ups, or downloads, to gauge its effectiveness in driving action.
Return on Investment (ROI): Calculate the return on investment of the branding campaign by comparing the cost of the campaign to the revenue generated.
By regularly monitoring and analysing these metrics, businesses can gain a comprehensive understanding of the impact of their digital branding campaigns and make informed decisions for future campaigns.
5. Common questions in branding campaigns
A key component of any company's marketing plan should be branding efforts. However, they can be costly and can have hard-to-quantify costs. When thinking about a branding strategy, popular queries include "Are they expensive?" "Can the outcomes be quantified?" and "Does running branding initiatives require a large budget?" To optimise return on investment, it's critical to be aware of the expenses associated with executing a branding campaign and to make the best decision possible. By employing the proper strategy, you may accomplish your branding objectives while maintaining within your financial means and track the success of your campaigns over time to optimise outcomes.
