The “missing link” and the need to change the discourse on long- and short-term marketing?

“According to Grégory Ollivier, CEO of Microsoft Advertising in France, brands need to rethink their vision of brand marketing and performance marketing. “

All marketers know that it takes time for the impact of brand marketing to really make itself felt: they understand how successive waves of investments build up over the years to ultimately translate into notoriety and differentiation, giving their brand an important competitive advantage.

They know that brand marketing is not a sprint, but rather a long distance race, and that as such we cannot measure its impact on revenue in the short term. In this logic, many argue that it is essential, in order to preserve the singularity and effectiveness of a brand, not to focus too much on short-term figures, but to try to adopt a longer-term vision. .

This difficulty in quantifying brand marketing performance in the short term is often brandished as a shield by creatives. But this position is becoming increasingly controversial.

The disparity of marketing metrics

A recent study by Deloitte1 found that marketing directors were 60% less able to come close to the quantified profitability of brand marketing and that they were only 6.3% relying on quantitative indicators of brand equity. Where sales and revenues are measured at regular intervals, brand marketing evaluation is more ad hoc. However, these professionals are not immune to some pressure, since 58.7% of marketing directors are regularly called upon to demonstrate to their CEO the progress of the campaigns they organize.1. This explains in particular why Brand Marketing (or notoriety campaigns) is the only marketing investment segment whose growth has declined since the start of the pandemic.

Without being able to better assess the impact of brand marketing, this strategy is only viable for companies that can afford to make near-speculative investments. A situation that penalizes marketers and is no longer necessary. In fact, between the top and bottom of the marketing funnel is an important segment of the customer journey where marketing has the greatest impact on results. However, marketers still tend to overlook it.

Don’t miss the ” Missing link “

The “Missing Middle” or “missing link” of the sales journey has always been a reality in the customer experience.

This concept specifically encompasses how brand awareness – in a broad sense – leads to much higher consideration. This includes how intentions and emotions are formed over time, often unconsciously, before arousing engagement.

Your prospective customer doesn’t know that an advertisement isn’t meant to have a lasting impact on how they see a brand, whether it’s related to a search or not. He does not know that a video designed exclusively to increase brand awareness – without referring to any product – is not intended to make him want to buy. He doesn’t know that a forum or a case study shouldn’t arouse a particular emotion in him. The different aspects of marketing strategy play distinct roles and it is their joint use that gives marketing all its strength. Everyone is able to mark those who are exposed to these campaigns and make connections with the brand contained in them. Everyone contributes to the final purchase decision.

Take the example of the native advertising. We know it can be effective in the long term, to make a brand better known for example, as well as in the short term, for example for lead generation. In fact, it doesn’t appeal to one or the other: the native advertising includes the ” missing link because it leads to a richer, more integrated and contextualized advertising experience with the consumer experience. For example, the Microsoft Audience Network offers marketers the ability to authentically interact with consumers by connecting with them where they work, learn and play. All this in an environment where brands can express themselves without the risk of being associated with publications that could tarnish their image. Each exposure to branded ads is measured to determine if it leads to more engagement with other touchpoints, as well as to see the frequency of exposure at which engagement rates begin to decline.

Take control of the missing link

Brands can no longer afford to focus their investments at the top and bottom of the sales journey in hopes of the connection between the two. They need to have targeted actions at the heart of the customer journey and connect the different experiences, whether they relate to brand issues, notoriety or revenue generation. It is therefore important to carefully analyze the media mix to encourage the consumer to take action.

The transformation of digital marketing has accelerated over the past two years, favoring the emergence of tools to help map this ” missing link with unprecedented precision. For example, our featureQuota searchis a real-time indicator of awareness and captivity, which allows us to analyze audience trends to better understand the priorities of our consumers and the context in which the central part of the customer journey takes place.

We are thus able to identify and segment the signals that denote a purchase intention; but also to decipher how they are affected by their past interactions and predict what they will have in the future.

We are able to evaluate the time it takes to complete the purchase journey, and then see when and how the different types of marketing activities produce a return on investment.

So, the days when Wanamaker declared: “I know half the money I spend on advertising is wasted. But I don’t know which half“.

The digital transformation of all types of brand marketing and performance marketing campaigns gives us unprecedented visibility into how marketing works. We can see how the interactions of brand marketing and performance marketing affect midway through the customer journey. We can identify which actions generate value, when and how they generate it.

To start addressing this missing medium now, don’t miss out our webcast The future of native programmatic advertising today.

Leave a Comment