Statistics show that in Romania the budgets for digital advertising could reach 76 million euros in 2019.
According to the latest ANCOM report, there are about 19.3 million high-speed mobile internet connections and 4.9 million fixed point connections. Millions of Romanians are targeted daily by thousands of online ads.
In these conditions, Catalin Emilian, Country Manager of RTB House Romania & Bulgaria, claims that marketers have the difficult task of being among all those ads, but more importantly to win a place among those who end up being noticed by users.
Marketers are aware that branding and performance marketing is valuable and deliver positive results. However, performance marketing is seen as the one that leads to the growth of the company in the short term, and brand marketing is more of long-term construction. Branding, which has long been the key to marketing, is now challenged by performance tools, as the focus on marketing has shifted from “reach” (audience as large as possible) to ROI. As a result, we notice a significant change in short-term results and performance.
What are the main differences
In general, retargeting campaigns have been classified as pure performance marketing. The results are easy to measure and the ads are full of products instead of branding, but is it possible that retargeting include branding elements? The answer is a “Yes!” absolute. In fact, we notice that at this time brands are increasingly starting to choose the hybrid model that meets both short-term and long-term goals.
“In our experience as a retargeting provider, we have had to deal with many customers, with very different needs. Some companies were focused on performance, without any emphasis on creation, while others came up with a branding strategy that could not be changed and had to be implemented in retargeting campaigns without any adjustment. All these situations have shown us that the balance between the two visions can be the key to obtaining the best results, which should satisfy both the need for branding and the one related to performance “, says Catalin Emilian.
The efficiency of display advertising is not only based on advanced technology and algorithms that allow marketers to customize the advertising message and recommend an offer tailored to the needs of users. It is also very important to include branding elements, key visual elements of a brand, or a campaign. Campaigns prepared in this way can lead to a significant increase in sales and, at the same time, positively influence the perception of the brand.
“One of our customers wanted to increase coverage in a certain target group – those users who visited the store’s website but did not buy. Of these, normal retargeting campaigns managed to reach about 15%. As part of the ancillary activities, RTB House used custom creations that combined an updated presentation of the store’s offer with elements of a branding campaign, designed to win the interest of less involved users.
As a result, the traffic generated by hybrid retargeting activities led to an increase to 37.5% of all those outside the acquisition process, the level of interaction increased (the conversion rate rose to almost 4%), and the awareness of the current offer among the visitors has also increased “, says Country Manager RTB House Romania and Bulgaria.
The only question advertisers are trying to find an answer to is: How to make marketing more effective? One possible answer could be a balance between performance and branding. Nowadays, as the media mix is increasingly influenced by data, both performance-focused marketers and those who care about branding need to learn from each other and work together to get the right message across to the right person. the right time. It is extremely important to choose their strategy and tools in a common way. Giving up classic structures is the first and often the most difficult step for brands. However, the presence of the entire marketing team at the time of planning decisions,
“An open approach will allow teams to reap the benefits of all tools, either by using branding elements in performance marketing campaigns or by using a customized approach, based on performance indices in branding campaigns. A mixed tactic will lead to better results both for the sales department and for the brand notoriety “, concludes Catalin Emilian.