Balancing reach with precision in your media strategy. What is the best way to get the right amount of reach but also the right precision? Some marketers are seduced by the promise of micro-targeted precision through digital media spend. Others go broad and target everyone. What is the right balance for your brand? Frustrating though it may be – the answer is “it depends”.
Businesses want to know how they can grow their brands. This is a simple question with complex answers, answers that start with people in real life – how they choose brands and, most importantly, how you can influence them to choose your brand more. Brands exist in a constantly changing world and, at the same time, human behaviour is undergoing a revolution – which makes it challenging to manage a brand. In the end, in order for brands to grow they need to attract more people, more easily and more often. Yet, how can you ensure that more people will buy your brand more often and more easily?
Marketing partnerships, or sponsorships have been at the forefront of our lives over the last few months whether we realise it or not. From Andy Murray at Wimbledon, the unexpected success of wales at the Euros, the resurgence of England’s cricket team, the open, the tour de France, Lewis Hamilton’s f1 success and now the Rio Olympics, the opportunities for brands in this area are immense... and expensive.
There is a general perception that gamers are the main target audience for virtual reality (VR) experiences, and our research finds this opinion is shared by 60% of participants. There is an emerging awareness of VR in the UK, with 59% of men boasting a strong understanding of VR, compared with 46% of women.
We all remember great ads. But do we remember the company? This is the No. 1 aim for advertising, but, surprisingly, many marketers don’t achieve it. The reason is the brand is not front-and-center. Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success. This Point of View paper addresses those approaches— crucial to effective advertising.
