5 And longer purchase journeys present further challenges to this as your customers are shopping around more. Reassurance is kingīrand loyalty has fallen globally from 47% to 44% in the past year. Instead, ask yourself how you can be better at conveying your value to your customers. When every instinct is screaming at you to keep discounting-don’t follow the herd. Lead with empathy, be consistent and reassuring. We’ll likely see frustrations deepen as audiences try to manage their finances and make their income stretch further. Show empathy with actionĪs inflation bites, your audience is increasingly feeling the pinch. The results drove 11% incremental clicks for Honda and contributed to a massive 64% of their total impressions with Microsoft Advertising. Our Microsoft Audience Network delivered a halo effect for Honda’s brand building efforts, aiding their search activity. Nailing the balancing act between search and native Creating evocative brand memories at every touchpoint of this new journey is critical to ensure your brand is top-of-mind for years to come. 4 And the longer the purchase journey, the higher percentage of conversions that native influences. Today is the day to build loyalty for tomorrowĤ5% of hybrid workers are delaying their purchases by at least 6 months. When it comes to long-term brand building and short-term performance marketing, you can’t have one without the other. Treat brand as mission criticalīe present and be memorable. As a result, the Microsoft Audience Network added 3% incremental conversions in 2021 on Microsoft Advertising non-branded campaigns, whilst reducing the overall cost-per-acquisition by 29%. Whilst the travel industry was pulling back, they used the opportunity to test and try new ad experiences. In the middle of the pandemic, Air France did just this. Our recent multibillion dollar investments to accelerate AI breakthroughs show just how committed and excited we are to share these benefits broadly with the world. Just look at German manufacturer, Hörmann, who went beyond the plateau with automated bidding in 2020-achieving a whopping conversion growth of 900%. Don’t believe us? Kevin Scott, CTO at Microsoft, says “ 2023 is going to be the most exciting year that the AI community has ever had.” Our AI breakthroughs are built to augment human capacity rather than replace, so you can confidently sit back and co-pilot with us whilst enjoying the many benefits of automation. Automation is your smartest new team memberĪutomation will make you better at what you do and help you do more with less. 3 It’s these times when companies are cutting spend that the return on investment (ROI) on innovation and creativity is greater than ever. And here’s another fun fact: Groupon, WhatsApp, Venmo, and Uber were all founded smack dab in the 2008–2009 recession. The 2023 Jobs on the Rise list 2 highlights the increasing importance of driving business growth. Whilst layoffs and hiring freezes rip through industry, growth related roles are the fastest-growing jobs in marketing, according to new data from LinkedIn. Here are five tips to help shape your 2023 gameplan: 1. With an audience 15% more likely to spend compared to the average web user, Microsoft Advertising is already a low-risk strategy.Ģ023 is the year to do more with less. Across our offerings, we’re creating differentiated, high-value experiences. We have expanded to be a full-funnel, multi-channel, globally scaled first- and third-party business. Nobody we’ve met has the dials to control the economic climate, but we can help you reshape and optimise your digital strategies to do more with less, giving you access to over 1 billion people. In these volatile times, people are looking to brands for reassurance and stability. 1 You’ve likely spent years building your brand equity, and now it’s more important than ever to protect it. Whilst cutting spend in the short-term may be tempting, doing so will negatively impact brand equity in the medium and long-term as the economy rebounds.Īccording to Nielsen Marketing Mix Models, brands that pull back can expect to lose 2% of their long-term revenue each quarter, and it can take 3-5 years to recover brand equity losses resulting from that downtime. But it doesn’t all have to be doom and gloom, and recessions don’t last forever. With fears of recessions looming, the first instinct for brands is to cut spending. Yes, we all know the outlook for 2023 is a sobering one. Microsoft PromoteIQ Microsoft PromoteIQ.
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