Purpose: Brand Building vs. Conversion
With the introduction of the recommendation engine, it's essential to understand the two primary purposes of advertising content: Brand Building (BB) and Conversion. Below, we present the definitions of both as it pertains to the Neurons benchmarks and metrics as well as some guidelines on how to choose the purpose for your content optimisation.
Brand Building (BB)
This strategy focuses on increasing brand awareness and recognition, not immediate sales. Brand Building campaigns create a trustworthy image of your brand through storytelling content like educational infographics or engaging videos. These campaigns cultivate familiarity and trust, laying the foundation for a sustainable relationship with customers.
Conversion
Conversion campaigns leverage the brand equity built through BB efforts. They are targeted initiatives designed to convert brand awareness into action, such as purchasing a product, signing up for a newsletter, or following social media. Conversion campaigns are direct and purpose-driven, featuring dynamic and urgent visuals and texts to prompt immediate responses.
When to Use Each
- Brand Building is crucial when introducing your brand to the market or aiming to shift your position. It's about establishing and reinforcing your brand's recognition and values. It’s also beneficial for maintaining visibility and relevance, especially during quieter periods or after significant business changes.
- Conversion is effective once you have established brand recognition. It's ideal for driving sales, promoting new products, or increasing event attendance. This approach turns brand awareness into tangible outcomes.
Choosing the right purpose ensures that the Neurons benchmarks as well as our insights and recommendations are in line with your strategic intention.