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However, branding online doesn’t always get the attention it should in many cases. Precisely to improve those results. The explanation behind this is not difficult to find, but at the same time not always logical. It already starts with the structure of many companies. In 2022, many companies will still have a communication department that is concerned about the brand, while the online or marketing performance department is concerned about achieving the measurable sales and profit targets that are there. Not logical, because all marketing activities should contribute to both the financial result and the brand. For which company is high brand awareness the ultimate goal? What good is a beautiful brand, high brand awareness, if it does not result in good financial results?

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Building and developing a brand can never be the main goal. In fact, it is a means to achieve certain objectives as a company. Fortunately, it has now also become easier to make the effects of branding (partly) quantifiable and translate it into financial impact. With performance-based branding, you as an advertiser can work on branding Kazakhstan Phone Number activities that demonstrably contribute to the financial results. It is precisely this integration of branding and performance that will only become more important. 16. But due to the possibilities that the internet offers, it is no longer logical to limit yourself to this online. It is precisely this framing that will limit growth in many cases.


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Your campaign may not show good results within the total group of ‘women aged 30 to 40’, but it does show among the segment ‘women aged 30 to 40 who live in The Hague and use an iPhone’. By framing it beforehand, that entire segment would never have been approached. So you may not even find out what you’re missing out on. The nice thing is that the focus on segments and intentions can already be partly automatic in many cases. The algorithms of Google and Facebook are sent to constantly look at thousands of combinations. Based on (historical) data, these algorithms learn better and better which combinations work well in your case. As an advertiser, you can do a lot more with this. You can implement the focus on segments and intentions from start to finish, for example showing different segments different propositions. 17. Stop with fixed marketing budgets, take the brake off your return If you work according to the principle that every dollar invested in marketing must contribute to the financial company objectives at the bottom of the line, then it does not make sense to work with a fixed marketing budget.

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