{"id":109717,"date":"2021-09-16T18:00:00","date_gmt":"2021-09-16T23:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/marketing-masterclass-brand-awareness-2\/"},"modified":"2024-12-21T05:49:51","modified_gmt":"2024-12-21T10:49:51","slug":"marketing-masterclass-brand-awareness-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/marketing-masterclass-brand-awareness-2\/","title":{"rendered":"Marketing masterclass: Brand awareness"},"content":{"rendered":"

In the first installment of this three-part series, we went behind the scenes of one of our most successful ecommerce engagements<\/a>. In part two, we’re gazing skywards\u2014all the way to the top of the funnel\u2014to explore the inner workings of an extraordinarily effective brand awareness play.<\/p>\n

Find out how this innovative, Google-centered campaign used video to generate interest, deployed paid search to convert it, and redefined possibilities in the process.<\/p>\n

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  1. \n

    How to drive business outcomes at scale <\/h2>\n

    As one of the world’s most significant Performance Marketing Agencies<\/a> (and the originator of Enterprise-to-Local thinking<\/a>), we bake scalability into pretty much everything we do. But every impressive achievement starts with a small first step, and we begin by applying four key criteria to fully understand each client’s:<\/p>\n

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    1. goals and objectives;<\/li>\n
    2. business and priorities;<\/li>\n
    3. key audiences and opportunity size;<\/li>\n
    4. and budget, specifically how to make every dollar work harder.<\/li>\n<\/ol>\n

      These four pillars form the groundwork of strategies that allocate dollars to the appropriate media platforms and products to drive the greatest possible ROI. Like all effective frameworks, its core principle is simple.<\/p>\n

      \"Google<\/p>\n

      As we approached this new campaign with a longstanding client\u2014one of the world’s top automotive brands\u2014we knew that Google products had traditionally accounted for 80-90% of its total media spend, spanning across awareness, consideration, and purchase intent campaigns. But our client’s goals had evolved to place a much heavier focus on new customer acquisition.<\/p>\n

      In response, we made the case to incorporate products like online video (OLV), connected TV (CTV), YouTube Audio, and YouTube Masthead in order to scale media investment and “feed the funnel”. This approach allowed us to balance media allocations to drive long-term, omnichannel growth<\/a> instead of relying solely on SEM for immediate results but shorter-term gains.<\/li>\n

    5. \n

      Picking out the perfect products <\/h2>\n

      Our paid media experts could deploy every media tactic imaginable\u2014Google or otherwise\u2014but quality trumps quantity every time. To determine the right mix in this case, we assessed criteria including:<\/p>\n