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With the ability to track results and take action right away, digital campaigns are a must at startups. I'm curious if there is anyone in the brand space who has experience launching successful brand campaigns at small startups and how you measured results?
Identify what your brand identity is first and then roll it out in conjunction with digital campaigns that market your business.
But with limited resources and budget, would you choose digital over brand campaigns?
Omni channel marketer here: Typically you are correct that startups usually begin with digital channels because you can more easily tie them back to metrics you are looking at. Especially in the realm of e-commerce or any sort of goal where revenue or account growth is tied to marketing, this is much easier to do that what id call offline media However, the challenge one has is that depending on your audience, digital may not always get all of the potential growth. Paid search is difficult since it is really focused on people that know what they are looking for. Instagram or paid social are based off demographic parameters but especially if your audience is maybe older, they are harder to reach. When you start going beyond revenue based KPIs and start looking at things like share of voice, brand of choice, recall and awareness, these are metrics that measure the viability of a brand and usually don’t grow without strong offline investment. At the same time it’s not as easy to prove roi as you go offline. You need to work with teams like business intelligence to help you understand the longterm impact Startups definitely have a challenge in that they need to show positive ROI and may not have large budgets. That’s why to find people in that sweet niche who can help move digital only startups into more complex Omni channel strategies, this is incredibly rare and companies would pay top dollar to find marketing leaders who can do that
Makes total sense. Thank you!
For brand campaigns, you need long term objectives. Measurement is not always short term. For example, you could actually see your digital campaigns perform better when you activate brand campaigns because you are acquiring more customers, increasing repeat purchases and in these times providing a best alternative to customers loyal to your competitors, if any. I would start small in branding with audio - podcast and radio being good channels since entry points are cheaper and have loyal audience. Measurement mechanisms - surveys, mini media mix models (take with grain of salt and only after a year of investment). Stay away from vendors promising AI.
Thanks for the great input!
I worked on a building a brand marketing re-launch measurement framework for a mid-size company. Happy to help with what I learnt. DM me
You can only launch successful brand campaigns after you've crystalized your overall brand strategy - who are you, what is your tone, who are your customers, what problems are you passionate about solving - not only now but what is your vision for your company long term. Craft a strong and unique story that sets you apart from your competitors based on this strategy and then inject this story into everything - not only campaigns, but customer experience / support, packaging, recruiting ... in an integrated way. Re: campaigns themselves, depending on your goals, they can be indeed very costly and long term and you might want to start small and roll out gradually from there. But growing your brand doesn't have to be all about offline channels and ATL which are not realistic in the early stages - you can start small (digital, BTL, ...). Set your top goals first - hire top talent? boost customer loyalty and repeat purchases / upsell?, boost customer advocacy and support affiliate programs? ... Strong brand can fuel all of these over time, it doesn't have to be this vague "boosting brand awareness" that seemingly doesn't translate into any tangible results.
I'm not very familiar with digital branding. Howeveer, what I hear is - define what do you want to get by mareketing and branding. Opportunity, connection lead for company, and eventually the ROI. Defien these steps first, do digital marketing, and check how much changes were made for these milestones.
Digital marketing is not the first thing you invest in. You try to get 10 customers if you are in B2B, for that you need a simple website with a lead gen form. Then you invest in SEO, LinkedIn, video teaser demo, etc. Once you know your audience and your buyers then you launch paid marketing and ramp your digital. You need to establish product market fit and find your personas before you blow your limited load
Startups have a ton of demands and need to prove value in a market before you start spending anything significant on campaigns. That said, branding is always a must and every campaign should incorporate at least 60% of your budget on awareness and branding. You can't target users in mid or end of the funnel if you don't have a have a large pull of impressions and cheap engagement. It's not an either-or, you have to do both. If you have a micro budget, then maybe reduce the scale of your targeting and stretch out your testing over a longer timeframe.
Crickets...blind must be all engineers who look down on “business”... Do you mean designing and promoting a brand through non-digital channels?
I meant by brand campaigns even thru digital like running impression based campaigns on web banners that optimizes on views than actual clicks and also OOH channels like events