Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand Interest

This presentation originally aired as a
webinar. Recording available here:
bit.ly/2zGj0zf

REIGNITE YOUR BUSINESS WITH
PERFORMANCE MARKETING:
4 Ways to Dial Up Brand Interest

www.CatalystDigital.comwww.xaxis.com
INSTRUCTIONS
To ask questions
Type your question in the
chat box located on the
left side panel. Only the
presenters will see the
question. Use this for
content questions.

TODAY’S PRESENTERS
SPEAKERS
Elizabeth Harrington
US Market Lead, INCA
GroupM
Nick Vining
Director of Strategy &
Insights, Catalyst
Danny Macdonald
VP, Investments &
Partnerships, Xaxis
MODERATOR
Meghan Lavin
Partner, Director of Marketing
Catalyst
May McCarthy
Organic Search Manager
Catalyst

Organic Search | Paid Search | Paid Social Advertising
Retail Media | eShelf
WHAT WE DO
Business Results.
Powered by Advanced Marketing Strategy.

WHAT WE DO

LOTS OF GROUND TO COVER
AGENDA
• The Consumer Mindset & Experience
• Connecting With Consumers at Home:
• Insights to Drive Strategy & Messaging
• Reaching Consumers with CTV
• Connections via Influencer Marketing
• Be Helpful & Capture Demand with
SEO
• May 28th: Part Two – Fueling Your
Reopening

TODAY’S CONSUMER
MINDSET & EXPERIENCE

CONSUMER MINDSET
Do consumers want to hear
from brands right now?
Very little expectation that brands
should stop advertising, only 8% of
respondents in a Kantar survey
identified it as a priority for brands.
52% agree that seeing/hearing ads
gives them a sense of normality.
https://marketing.twitter.com/na/en/insights/twitter-covid19-advertising-policy
https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-
media-habits-and-expectations
Could my approach today affect
customers’ perception tomorrow?
85% of U.S. consumers feel that the
way brands behave during the COVID-
19 crisis will affect their desire to do
business with those companies in the
future.
https://www.mediapost.com/publications/article/351023/careless-brand-messaging-during-pandemic-could-hav.html
https://www.entrepreneur.com/article/348526
Have consumers’ media habits
changed?
Web browsing has increased by 70%
and social media engagement
increased by 61% over normal usage
rates.
https://www.mediapost.com/publications/article/351023/careless-brand-messaging-during-pandemic-could-
hav.html
https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-media-habits-and-
expectations
YES YES YES

ELLIE’S AT HOME CONSUMER JOURNEY
Researching recipesChecking social Following new
influencer
Cooking shows on NetflixResearching products &
brands

AUDIENCE FIRST DATA INFORMS ELLIE’S OMNI-CHANNEL JOURNEY
DOOH AUDIO SOCIAL
KEYWORDS
BROWSING
HABITS
DMA
SOCIAL
SEARCH
LOCAL
SEARCH
& APPS
EAT
AWARENESS
ACTION
RESEARCH &
CONSIDERATION
CTV

INSIGHTS TO DRIVE
STRATEGY & MESSAGING

Do consumers expect
me to adapt?
https://marketing.twitter.com/na/en/insights/twitter-covid19-advertising-policy
https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-media-habits-and-expectations
https://adage.com/article/agency-news/kantar-study-shows-consumers-expect-brands-be-helpful-during-coronavirus-
pandemic/2246361
75% say companies should not exploit the
health crisis to promote themselves. They
instead want companies to be helpful.
Only 7% of respondents said brands should
continue using their normal brand tone or
voice.
Regardless of channel,
the right message & right
approach is CRITICAL

Do consumers expect
me to adapt?
Use data & insights
to stay top of mind
and reach Ellie in the
right way while she’s
at home.

Paid Search
SEO Textual AnalyticsOrganic SocialPaid Social
eCommerce
Site Side
Analytics
Advanced
Analytics
Data
Mining
Automation
Data
Visualization
Data
Modeling
FUSION FOCUS AREAS

ENABLING OUR EXPERTS TO
SOLVE PROBLEMS FASTER

Identify emerging trends
in the market
Analyze at a national &
regional level
Identify new keyword
themes
Isolate breakout terms
2
ANALYZING TRENDS
1
34

• Harness the power of Google’s ranking algorithm to
understand what is relevant, and where consumers are
going to discover content, based on the keywords
relevant to your brand.
• Identify priority domains for display, potential
partnerships, influencer, affiliate, social prioritization,
“must play” & “must pass” search opportunities and
more.
KNOW THE LANDSCAPE

• Identify where consumers are raising their
hands and asking for specific things
throughout each level of the funnel.
• Priority targeting for geo specific campaigns
• Recognize growth markets, markets that are
over & under saturated, and stagnant markets.
IDENTIFY THE HAND RAISERS

• Leverage social listening tools to identify
consumer sentiment.
• Incorporate positive sentiment into
messaging.
• Exclude negative sentiment terms from
campaigns, or create new campaigns to
reshape the narrative.
EXPLORE SENTIMENT

MONITOR CHANGES TO
TRENDS & INTEREST

REACH ELLIE AT
HOME WITH
CTV
Image Source: https://www.thedrum.com/industryinsights/2019/01/30/connected-tv-belongs-the-heart-cross-device-strategy

WHAT IS CTV?
The Video Advertising Bureau (VAB) defines CTV/OTT as:
Premium long form video content that is streamed over the
internet through an app or device onto a TV (or PC, Tablet,
or Smart Phone) without requiring users to subscribe to a
wired cable, telco or satellite TV service.
They define “Connected Devices” as:
Internet Streaming Players, Game Consoles, and Connected TV’s.

By 2024, eMarketer
estimates CTV users to
increase to a whopping
219.4 million
Source: eMarketer, February 2020

People like Ellie are
spending more time with
more content.
Interest in streaming
services has increased 49%
from March 2019 - 2020
Viewership on CTV devices
grew 54% the week of 4/19
vs. 3/1
https://www.freewheel.com/insights/freewheel-real-time-insights-5-7-2020/

CONNECTED TV INDUSTRY LANDSCAPE
INVENTORY ACCESSED THROUGH DEVICES AND CONTENT OWNERS
SMART TV CONTENT APPS
CONTENT
DISTRIBUTORS
MULTIMEDIA
DEVICES & GAME
CONSOLES

TARGETING AGILITYSEGMENTATIONUNIFY MEDIA OPTIMIZATION
Minimize waste and
holistically manage
frequency
Streamline
workflow and
paperwork to save
time on campaign
execution
Identify different
user types and
speak to them
differently
Consolidate media
thru a single buying
platform
Ability to change
strategy and tactics
based on in flight
results
CTV TIP: CENTRALIZE ACTIVATION

REACH USERS ON THE LARGEST SCREEN IN THE HOME – CONNECTED TV TIPS
AUDIENCE FIRST
APPROACH
INCREMENTAL
REACH &
FREQUENCY
INSIGHTS &
ANALYTICS
• Target deeper than
just demo (i.e. past
purchasers, in
market, behavioral)
• Audience
Consistency
& Control
• Target cord
cutters/shavers
• Limit exposure to
those who were
exposed in
linear/other formats
• Measure/optimize
towards real
business outcome
(Sales Lift, Foot
traffic, etc.)
• Follow path of user
across formats

CONNECTIONS VIA
INFLUENCER
MARKETING

MEET INCA
Driving business results by connecting creators
with brands and their customers through custom
content

As physical connections
decreased, Ellie’s need
for virtual connections
has increased.

https://www.edelman.com/research/covid-19-brand-trust-report
13% increase in consumers
preferring to be served content from
influencers they follow.
Influencer content is trusted and has a
stronger impact on brand favorability &
purchase intent.
Influencer content is a nimble strategy,
enabling brands to quickly create quality
content.
THE POWER OF TRUST

TAPPING INTO CREATIVE PRODUCTION
Influencer marketing keeps your brand top of
mind by tapping into an influencer’s breadth
and depth of creativity, often inexpensively
Influencers know their communities, and
understand how to craft a message in the
context of the times
In the absence of high touch creative
production, they offer fresh and unique content
to tell your brand story

TAKING A STRATEGIC APPROACH
Building a new level of connection
Influencers are a welcome voice for
consumers in this current landscape
Authenticity is crucial
Leverage the bond between creator and
audience
Join the conversation
Use appropriate humor

MATCHING YOUR BRAND WITH YOUR BEST INFLUENCER

SUCCESS STORY: CONNECTING AND EDUCATING
• Through the #healthyathome WHO Covid-19
campaign, influencers across the globe
volunteered to create and educate the public
on health and safety messages
• Social media superstars like Collins Key got
involved to share the WHO’s five key safety
pillars

THE PATH
FORWARD
Trust is key.
Seek out creators who have uplifting &
empowering messages and reduce
brand infiltration into their content.
Stay present. Be realistic.
The best content is helpful content.

INCA BENEFITS
Proprietary,
industry leading
planning tools,
ensuring the
best possible
talent
Guarantee
delivery,
reducing
investment risk
Client approval
on all creators
and campaign
content before
publication
Reach custom
audiences
across social
platforms,
premium
publishers &
beyond
Consolidated
complex supply
chain,
simplifying the
process of
campaign
delivery

SEO:
BE HELPFUL &
CAPTURE DEMAND

Ellie is spending more
time browsing the
Internet.
Web browsing has
increased by 70%
during later stages of
the pandemic.

When it comes to content &
optimization, default to being
helpful.
77% of consumers want
brands to talk about how the
brand is helpful in the new
everyday life.

UPDATE NEW POLICIES/PROCEDURES
• Make consumers aware of what changes are being made
to keep everyone safe and healthy
• Create a COVID-19 specific landing page that talks about:
• What, if any, policies/procedures updates are being
implemented
• What you’ve been doing to help decrease the
spread
• What you’ve been doing to help get products out to
consumers efficiently

UPDATE NEW POLICIES/PROCEDURES

IF PRODUCTS OR SERVICES ARE AFFECTED, SHIFT TO BLOG CONTENT
Just because your goods or service sales are
paused, doesn’t mean you still can’t fulfill your
customers needs
• Shift focus from updating goods and services
to creating or expanding your existing blog.
• Build a relationship with readers who may not
be current customers, but who are intrigued
by your content.
• Provide comfort in a time of confusion.

PREP GOOGLE MY BUSINESS LISTINGS
Update your Google My Business profile with latest
information:
• Adjusted hours of operation, for instance if you close early
• If your services are experiencing delays, i.e. shipping
• Extra services you are providing for the community (if any)
• If your business is “Temporarily closed”
Make sure customers have the latest information:
• Add COVID-19 update post to profile
• Keep connected with customers by turning on messaging
and encouraging customers to reach out if they need you
• Use attributes to highlight dining and shopping options

Let data & insights drive strategy & messaging.
Analyze areas like:
• Consumer sentiment
• Geographical trends
• Key moments & digital landscape
• Hand-raisers
Leverage CTV to increase awareness at home
focusing on key principles like:
• Media unification
• Segmentation
• Targeting
• Agility
• Optimization
IN SUMMARY: KEY WAYS TO STAY TOP-OF-MIND FOR AT HOME CONSUMERS
Explore strategic approaches to influencer
marketing to:
• Impact on brand favorability & purchase
intent.
• Create quality and trusted content that is in
keeping with the challenges we face today.
Use SEO to capture increased search
volume and to be helpful:
• Update policies & procedures
• Update GMB
• Shift to blog content

DON’T MISS PART TWO
4 WAYS TO FUEL
YOUR REOPENING
Thursday, May 28th
1:00 – 2:00 pm ET
https://www.catalystdigital.com/company/
performance-marketing-webinars/

RESOURCES
OR DROP US A LINE:
Info@CatalystDigital.com
CASE STUDIES & INSIGHTS:
https://www.catalystdigital.com/digital-marketing-case-studies/
https://www.xaxis.com/insights/casestudies/
MORE WEBINARS:
https://www.catalystdigital.com/company/performance-marketing-webinars/

Q&A
info@catalystdigital.com

Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand Interest

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