Latest Guides Top 10 tips on how to create the best digital display ads read more

Back to hub

Balancing performance marketing with brand building

As a marketer, what are your biggest challenges? Are you chasing rapid short-term growth? Has a new entrant disrupted your market and challenged the status quo? Do you have appropriate strategies in place to secure the prowess of your brand?

Marketers are under pressure. In some instances they are as stressed as people in the health service. Consumers are more demanding, channels of communication have amplified, enhanced technology has re-imagined the possibilities, and growth targets are ambitious. 

The pressure is on.

The short-term versus the long-term 

Desire in the Board Room no doubt dictates the need to push for short-term growth, but this still needs to be balanced with long-term brand building. Many consumers lack trust in digital advertising, they are concerned about the use of their data, they understand how to install ad-blockers, and in some instances they are deleting at least one social media account.

Brands are pushing, but many consumers are pulling away.

To engage with these users it’s key to build trust and illustrate that you’re the right brand for their needs. If you can balance the short-term with the long-term, you can build a recipe for success with the modern consumer.

Choosing the right approach for performance marketing 

Digital display should be the core of your performance marketing strategy. When done correctly it’s an extremely powerful tool to connect with users and guide them along the path to purchase with you through to conversion. It will also help you to turn loyal customers into brand advocates.

If consumers are becoming harder to reach, it’s important to be strategic about the way you approach display. Essential tips to cut through the noise include:

Finding the right ad-tech 

When it comes to the short-term performance of your business, the number of ad-tech providers on the market will no doubt be adding to your stress.

The right ad-tech can revolutionise your digital advertising strategies, but only if it’s the correct fit for your business. Here we guide you through the key considerations when evaluating ad-tech providers.

If you get this right, not only will your short-term performance improve, it will also benefit you in the long-term.

Keeping one eye on the long-term positioning of your brand 

Personalisation and a desire to tailor your ads to each and every user can potentially cause issues further down the line if a brand tries to be everything for everyone all at once. This dilutes the brand signalling and can cause confusion amongst your customer base.

It’s therefore key to understand what your overarching brand message is and the role you play in your customers’ lives.

You can do this by continuing to evaluate who your customer is and by defining your audience personas. Your short-term performance marketing campaigns help with this essential function.

By digging deep into the demographics that engage with your ads, you begin to build a picture of the audiences that convert and the creatives that work, giving you a 360° view of your campaigns. Reporting on and analysing the following metrics, enables you to build key personas and demographics for each of your products and services.

By knowing the gender, age and income of your audiences for example, you can tailor your brand messaging and creative, as well as understanding where you should be advertising.

If you understand the predominant device your audiences use, the keywords they search for and where they spend their time online you have the capability to build a picture of their habits, mindset and interests.

In the short-term this means more tailored advertising on the right channels and devices, with the best possible messages for the best chance of converting.

For your long-term brand building, it means a detailed understanding of your audience and the potential role that you can play in their lives.

If you want to boost your display advertising and enhance your long-term marketing strategy, then book a demo today to learn more about the capabilities of the Fluid Ads platform.

Sound interesting?
Book a demo with our customer success team.

Let's have a chat

More from the hub

Guides

Top 10 tips on how to create the best digital display ads

Download our top 10 tips to learn how to create the best digital display ads with various techniques to realise higher conversions.

Article

How to boost your end of year profits after Black Friday and Cyber Monday

Black Friday and Cyber Monday are well and truly ingrained in the consumer consciousness. Where once consumers felt it was purely an opportunity for businesses to make more money at their expense, now they’re fully bought in.

Article

Save your budget for current stock with In-Feed Ads

Are your digital display ads always up-to-date? See how you can save and maximise your budget for current stock with In-Feed Ads.

Article

Tips for Media Agencies to Choose the Right Ad-Tech Partner

Working as a digital partner to agencies we’ve put together 5 considerations to help Media agencies choose the right Ad-Tech partner.

Big brands with big banners