Digital technology has been changing the way brands are built for years, but the sea change that began in 2020 means that an increasing proportion of any brand’s audience is spending an increasing amount of time online.
As marketing requirements change, the seller’s key tools also change.
Meta brand marketing tools have generally been associated with generating broad awareness rather than deeper marketing metrics such as deeper engagement, intent to purchase, and loyalty. And it’s still crucial to get the basics right, building broad awareness before pinpointing specific, deep goals.
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To do this, artificial intelligence can be used in Meta platforms to make the campaign work at its best in the most profitable way, with data identifying the best users and the times of day to show the ads.
“Brands in digital spaces must be very clear about the results they want to achieve”
It is important to think about the length and frequency of the campaign, and who you would like to target more of. Supercharging your creativity is also a no-brainer: Using multiple content formats (such as stories, reels, and news posts) can double your ROI compared to a single format.
Looking beyond the basics of awareness, there is no single recipe for success. Brands in digital spaces must be very clear about the results they want to achieve.
Digital channels have not always been used to drive deeper metrics like intent, association, and consideration due to the emotional connection required. But with a growing number of consumers spending more time online and technology evolving to offer more tools, emotional connection is becoming easier to achieve in a digital space.
Meta has identified three multipliers that help brands achieve results on deeper brand metrics, such as purchase intent or brand association. Our research has shown that using these multipliers can change these metrics by 139%.
- Connected Voices: Amplifying other voices using branded content and live ads is extremely effective. We see 112% more brand awareness in detailed metrics for the same spend compared to not using branded content. Collaborations with influencers and creators using content reels, stories and news posts mean products can be showcased in a variety of different and creative ways.
- Connected Experiences: Tools like augmented reality (AR), poll ads, and messaging can create deeper connections between your brand and your audience. For example, we saw a 34% increase in deep engagement metrics when using AR, compared to campaigns that didn’t. done.com is a recent example, using AR and VR technology for a hybrid shopping experience that increased ad conversions by 2.5x.
- Connected Discovery: Increasing the relevance of content can help improve engagement. Content can be personalized through location, interests, current affairs, or even the weather. For example, Heineken It recently worked with data-driven advertising platform Spirable to create dynamic video ads that doubled brand association and generated a click-through rate that was 1.83 times higher than the brand benchmark.
- Specify the result: Digital environments are complex, with a wide range of tools available. Brands must be clear about their objectives from the beginning.
- Get the foundation right: Use AI to ensure broad awareness is created in the most cost-effective way.
- Use multipliers: Use the right tools to achieve your goals. Getting this right will make a significant difference in in-depth marketing metrics that drive emotional connection, engagement, and loyalty.
Zehra Chatoo is Head of Connection Planning for Retail EMEA at Meta