Performance marketing is a highly debated topic in the advertising world. The lower funnel stage is often the most attractive for many brands, as it focuses on driving concrete actions such as purchases, registrations, or investments. This stage is direct, results-oriented, and features messages that prompt immediate action. However, behind every successful ad, meticulous planning is essential to ensure the best results.
To run an effective performance campaign, several key aspects must be considered:
The Importance of Brandformance in an Integrated Strategy
One of the most discussed topics in digital advertising today is brandformance, a concept that was central to the DMEXCO – Digital Marketing Expo & Conference 2024. This term merges branding efforts with performance strategies, emphasizing the importance of building a strong foundation before focusing on conversions.
Assuming that a person will make a purchase simply because an ad is attractive is a common mistake that leads many brands to poor performance campaign results. Working on the early funnel stages is crucial to ensure that users are familiar with and trust the brand before making a decision.
This is one of the most important aspects that both advertisers and their agencies must focus on when planning a strategy. Building a solid relationship with the audience is an ongoing effort that requires consistency and coherence in communication. However, once this relationship is established, the brand is much better positioned to capture attention and significantly improve sales both in the short and long term.
Reaching the Right Audience with the Right Message
Proper segmentation ensures that marketing efforts reach those most likely to convert. Using data and tools to define the audience is the foundation of any effective strategy.
However, it's not just about reaching the right audience but also knowing how to communicate with them. A message tailored for Generation Z—who values authenticity and prefers content on platforms like TikTok—will differ from a message designed for Generation X, who may favor more informative messaging on traditional formats or networks like Facebook or LinkedIn.
Understanding the needs, interests, and behaviors of each audience segment is crucial. This includes knowing what type of content they consume, the values they appreciate, and the platforms they engage with most.
In performance campaigns, messages should be clear, direct, and designed to stand out. These campaigns are ideal for promotions, limited-time offers, or calls to action that encourage immediate response.
Investing in an Omnichannel Approach
Using a well-balanced mix of channels and formats is one of the best ways to boost a campaign’s effectiveness. This approach allows users to interact with the brand in different moments and contexts, increasing the chances of conversion. However, advertisers must carefully choose the channels and formats that truly add value to the strategy. For instance, Connected TV (CTV) is usually not ideal for performance, while Push Notification campaigns have demonstrated strong results.
Today, the possibilities are almost limitless, from banners and videos to innovative formats like digital audio and interactive ads. Therefore, it is essential to understand the role of each channel and the value it brings to the brand’s message.
Ensuring Consistency Across Campaigns
The message, colors, tone, and brand identity must remain consistent across all touchpoints. This reinforces trust and improves brand recognition. Additionally, patience is crucial—brands shouldn’t rush to stop a campaign just because the first month doesn’t yield the expected results.
Properly Measuring Performance
It is essential to move beyond a last-click attribution approach and adopt more advanced measurement methods, such as Marketing Mix Modeling (MMM). This is particularly relevant when multiple campaigns are running simultaneously, as users typically go through an extended journey involving multiple interactions with the brand before making a purchase.
Optimizing the Website or App Experience
Once a user reaches the website or app, they must encounter an optimized environment that facilitates conversion. This includes:
- Updated and easy-to-understand information
- Clear and concise forms with only essential questions
- Large, visible call-to-action buttons
- A seamless and intuitive browsing experience with minimal friction
- Consistency between the ad and the landing page, using similar keywords to guide the user
Adapting Expectations Based on Industry
Each industry presents unique challenges in performance marketing. Consumer goods typically convert more easily, while high-consideration purchases, such as university degrees, naturally yield lower conversion rates.
Building a Performance Strategy: A Clear, Logical, and Frictionless Path
Developing a successful performance strategy means creating a smooth, logical, and friction-free path that guides the user from initial exposure to conversion. This requires a holistic approach that combines a deep understanding of the target audience, relevant messaging, the right channels and formats, and accurate measurement of results.
.jpeg)
