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– Source: Creatives by Corvis<\/a> & ninesixteen<\/a><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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4.4 Creatives as the new targeting<\/h2>\n
Today, data-driven developed ads can be used as a new targeting tool. What does that mean in concrete terms?<\/p>\n
Social media channels are doing everything they can to stay relevant to their users. For this reason, millions are invested in the target group-relevant control of advertisements. Whereas some time ago, advertisers defined to whom ads would be displayed, today’s ad creatives are data-driven in finding their target audience.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\"Today, algorithms work in such a way that your ads are played out to exactly those people where the relevance is highest. It's all the more important that your ad creatives are exactly on point, otherwise you'll be optimizing for the wrong target groups!\" <\/i>

- Manuel Lutter, Head of Digital Growth at Corvis\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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By personalizing ads based on the interests and behaviors of your target audience, you can target your marketing messages to the right people at the right time. This leads to:<\/p>\n
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A higher relevance<\/li>\n
Lower wastage<\/li>\n
A better commitment<\/li>\n
An increase in brandformance\n
<\/strong><\/li>\n<\/ul>\n
So it definitely pays to invest in brandformance creatives<\/em>, as you make a directly measurable contribution to the ROI of your campaigns and sustainably increase your brand value.<\/p>\n<\/p>\n
4.5 Multi-channel: Purchase decisions need touchpoints<\/h2>\n
Purchase decisions today are influenced by various touchpoints. A strong brandformance strategy should therefore include a multi-channel approach. You don’t establish a brand on a single channel.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Accordingly, companies should reach their target audience through various channels, be it through different social media, search engine marketing, email marketing or influencer collaborations. Because branding is positioning multiplied by reach<\/strong>.<\/p>\n
By being present in different channels, you can capture the attention of the target group, anchor messages and thus positively influence purchase decisions. Apart from that, the resulting increased search volume can be converted directly by means of search campaigns on Google.<\/p>\n<\/p>\n
Success factors in the implementation of brandformance<\/h1>\n
5.1 Messages from the target group for the target group<\/h2>\n
An effective brandformance strategy relies on an in-depth knowledge of your target audience. Companies need to understand the needs, challenges, and desires of their target audience and tailor their marketing messages accordingly. By sending relevant and targeted messages to their target audience, a strong emotional connection can be built and the trust of the target group can be gained.<\/p>\n
In many projects, we start the development of a brandformance strategy with a survey that is sent out to at least 1,000 customers. The principle is simple: relevant questions give rise to relevant messages:<\/p>\n
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What made you decide to buy?<\/em><\/li>\n
What was special about your shopping experience with us?<\/em><\/li>\n
What do you like most about the product? <\/em><\/li>\n
What problem did you want to solve with the product?<\/em><\/li>\n
Which word describes you best? (Choice of options)<\/em><\/li>\n
What is important to you when buying a product of this type?<\/em><\/li>\n
What has bothered you about other competitor products?<\/em><\/li>\n
Why did you start looking for (product)?<\/em><\/li>\n
What is the ONE problem our product could solve for you?<\/em><\/li>\n<\/ul>\n
You’d be surprised how clear messages suddenly reveal themselves when you evaluate hundreds of responses from your customers instead of freely conceptualizing marketing messages.<\/p>\n
Brandformance campaigns must emerge from your customers!<\/strong><\/p>\n<\/p>\n
5.2 Data-driven decision making and analysis<\/h2>\n
Data-driven decision making is another success factor for Brandformance. In other words, working budget-efficiently and keeping decision-making processes short.<\/p>\n
In brandformance, it is highly recommended to test the elaborated messages properly before producing final ad creatives and scaling them in corresponding campaigns with larger budgets.<\/p>\n
The scientifically proven method to do this is called beta-typing strategy<\/a> and was developed by Meta itself. This highly efficient production process was developed in close cooperation between the internal Data and Creative Departments, with many advantages proven by studies:<\/p>\n
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Better ROI of campaigns (incl. ROAS)<\/li>\n
Faster and more flexible production process<\/li>\n
Real-time responses from customers to different approaches<\/li>\n
Creativity through test results and courage to hypothesize<\/li>\n
Reduced risk of producing ineffective ads<\/li>\n
15% lower cost per advertising reminder.<\/li>\n
13% more favorable action per action intention.<\/li>\n
26% lower cost per action*<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t $\"\"$ \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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– Source: internal meta data, 163 campans, Dec 19<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In simple summary, beta typing for Brandformance Creatives works as follows:<\/p>\n
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Formulate hypotheses based on target group research.<\/li>\n
Test and evaluate these hypotheses in simple advertisements.<\/li>\n
Produce high-quality performance creatives from winning messages.<\/li>\n
Based on the findings of the tests, define new hypotheses to restart the production cycle.<\/li>\n
A so-called “creative loop” of high-quality brandformance creatives is created and only messages that work are scaled.<\/li>\n<\/ol>\n
So it’s about analyzing and evaluating data to make informed decisions and continuously optimize your marketing strategy. By measuring and monitoring performance metrics, companies can assess the effectiveness of their marketing activities and make agile adjustments. Maximum budget efficiency is ensured.<\/p>\n<\/p>\n
5.3 Continuous optimization and adaptation<\/h2>\n
Fire performance is not a static process. It requires continuous optimization and adaptation to keep pace with the changing needs and requirements of the target group. Companies should regularly review and adjust their branding and performance strategy to ensure it continues to be effective and achieve desired results.<\/p>\n
Once a Creative Loop is installed in companies, this process comes naturally. Simplified, this testing process can be represented as follows:<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\tIt is a fact that branding pays into performance and can anchor performance branding efficiently. Separation of these categories exists only on paper, only in budgeting and expertise. In practice, branding and performance are deeply intertwined and should be treated in exactly the same way. It's time we talked about brandformance and about not just \"booking\" multichannel, but actively managing it. We need to make data-driven decisions across channels. Only in this way do we make real brandformance possible at all. <\/i>

- Markus Siuda, CEO & Founder Corvis\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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5.4 Performance culture in decision-making processes<\/h2>\n
To make decisions in a data-driven and agile way, companies need a performance culture. Such a culture equips the agency or marketer with the appropriate power to make creative decisions. It defines and promotes data-driven decision making and continuous improvement.<\/p>\n
At this point, please imagine a guardrail system of a highway. The highway allows you to drive at high speed to reach your destination faster. The guard rails provide you with a clear framework within which you can navigate. If necessary, they can change lanes at any time. What always remains the same is your direction of travel and the high speed at which you move.<\/p>\n
It is the same with a performance culture. It acts as a guardrail for campaign scaling decisions. It provides a clear framework within which rapid decisions can be made without major reconciliations. As long as the data clearly supports these decisions and the brand is conveyed positively, this option must be available at all times. For example, when we talk about trends on TikTok, they are over faster than many companies have time to evaluate whether they want to be there.<\/p>\n
An open corporate culture that is willing to learn is key to Brandformance’s success.<\/strong><\/p>\n
<\/strong><\/p>\n
The role of a performance marketing agency in brandformance<\/h1>\n
6.1 Why a specialized agency is advantageous<\/h2>\n
When it comes to implementing a strong brandformance strategy, a specialized performance marketing agency can give you key advantages:<\/p>\n
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It has expertise, experience and resources to holistically support you in developing and implementing a customized brandformance strategy.<\/li>\n
It usually works much more closely with the social media channels than would be possible for the company.<\/li>\n
It brings experience, knowledge and learnings of multiple accounts.<\/li>\n
Know-How stays safely with your partner, even if you have to deal with attrition.<\/li>\n
It has established analysis and research processes that can be established immediately similar to a plug and play system.<\/li>\n
It can help companies achieve their goals faster and more effectively and maximize the success of their marketing activities.<\/li>\n
External impulses are often indispensable to remain agile and prevent operational blindness.<\/li>\n
Good agencies are able to transparently and impartially evaluate multiple advertising channels for you based on their performance.<\/li>\n<\/ul>\n
However, pay close<\/u><\/strong> attention to ensure that your agency has experience in both multi-channel performance marketing and branding. It must know exactly how to combine these disciplines efficiently and be able to explain corresponding processes to you in detail.<\/p>\n
There are still very few specialized agencies in German-speaking countries, while Branformance is already much more firmly established in the international market.<\/p>\n
We are happy to be at your disposal at any time for an initial consultation.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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– Photo: Nikolas Brunner<\/a><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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6.2 Our approach and expertise as a performance agency in Vienna<\/span><\/h2>\n
As a leading performance marketing agency in Vienna, we have been focusing on brandformance for almost 10 years. We support companies in an advisory and operational capacity in the development and implementation of their personal brandformance strategy and the establishment of a performance culture.<\/p>\n
We have extensive experience and expertise in branding, performance marketing, audience analysis and continuous campaign optimization. As an agency partner of Meta, TikTok, Google, Pinterest, Snapchat and Twitch, we meet all the requirements needed for upscale brandformance strategies and campaigns.<\/p>\n
Our goal is to help companies build a strong brand while delivering measurable results. We stand for digital success.<\/p>\n<\/p>\n
Conclusion: Brandformance as a future trend in digital marketing<\/h1>\n
Brandformance is a key future trend in digital marketing. So companies that want to establish a strong brand while achieving measurable results should definitely look into brandformance. A solid digital strategy that combines branding and performance marketing is absolutely significant for long-term success.<\/p>\n
We help you establish this strategy for your company and position yourself successfully in the digital world.<\/p>\n
If you would like to learn more about Brandformance’s capabilities, please use the form below to schedule a free strategy consultation with us.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Markus Siuda<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tMarkus Siuda founded his first association at the age of 15, with which he independently gained his first experience in online marketing. At that time, it was to promote his own events and his band. Over the years, he was able to gain a lot of experience in agencies and in marketing in startups and large companies. In 2014, he finally founded the agency Corvis with his brother Martin H. Siuda with the goal of using his knowledge for the measurable success of his clients. Markus Siuda combines advertising expertise with marketing know-how and online marketing skills to create a unique performance concept.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\tLinkedin<\/span>\n\t\t\t\t\t\t\n\t\t\t\t\t \n\t\t\t\t\t\tInstagram<\/span>\n\t\t\t\t\t\t
In the digital world, it is becoming increasingly difficult to attract attention and customers. GDPR and algorithm changes make it difficult for companies to maintain their market position. Branding and performance are still treated like two separate silos. This leads to a whole series of conflicts of interest & objectives. In this blog article, we analyze the importance of brandformance and why companies should no longer ignore this topic in 2023.<\/p>\n","protected":false},"author":4,"featured_media":8907,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[],"class_list":["post-8876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en"],"yoast_head":"\nBrandformance: Why companies should merge branding and performance marketing - CORVIS - Performance Marketing<\/title>\n<meta name=\"description\" content=\"In this article, we analyze the importance of brandformance and why companies should no longer ignore this topic in 2023.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/corvis-digital.com\/en\/brandformance-why-companies-should-merge-branding-and-performance-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandformance: Why companies should merge branding and performance marketing\" \/>\n<meta property=\"og:description\" content=\"In the digital world, it is becoming increasingly difficult to attract attention and customers. GDPR and algorithm changes make it difficult for companies to maintain their market position. Branding and performance are still treated like two separate silos. This leads to a whole series of conflicts of interest & objectives. In this blog article, we analyze the importance of brandformance and why companies should no longer ignore this topic in 2023.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/corvis-digital.com\/en\/brandformance-why-companies-should-merge-branding-and-performance-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"CORVIS - Performance Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/corvis.vie\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-16T12:52:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-30T07:36:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/fundraising_shareimage.png\" \/>\n<meta name=\"author\" content=\"Markus Siuda\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Brandformance: Why companies should merge branding and performance marketing\" \/>\n<meta name=\"twitter:description\" content=\"In the digital world, it is becoming increasingly difficult to attract attention and customers. 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The change in the market and the need for brandformance<\/h1>\n

The building blocks of a strong brandformance strategy<\/h1>\n