We are still far away from getting the right answer.
I felt I had to defend myself explaining that I fully understand getting the right answer is difficult. I even had to explain that I truly believe that building a brand is important. With a sponsorship of Max Verstappen and experiencing the impact of this every day I also see that is has value. But the question is: how much value? Preferably in Euro’s. In the last couple of years we ran many many tests on how to maximize the impact of Max for building reach and getting engagement. But the question is: how much value? Preferably in Euro’s. We see and feel that is has an impact but still I have difficulties to directly relate it to an uptake for instance in engagement and conversion uptake in our leadgen campaigns. ‘Keep on believing in it’ was the message within the group but I am not satisfied with that. I will keep on working to find the answer how to measure and how to maximize the impact.
Until now the person who was perfectly able to explain the necessity for having a strong brand and an audience who is associating your brand with your values was Patrick Stal, head of EMEA marketing at Uber. I met him at a dinner a couple of months ago where he gave a short talk about the things he is working on. Until recently there was no necessity for running marketing and branding campaigns. Their services delivered via their well known app apparently was answering such a huge need that organically they grew to a multi billion company.
I think we have sufficient media channels where we can start building our brand. It is more about the content you create and the way you execute your campaigns across these variety of media channels. LinkedIn for sure can play a role in this just like Google, Facebook, Instagram and other offline means. Every day my teams are looking for wasy how to further optimize their campaigns. Once we run our brand campaigns they are utmost eager to see how and where they can measure impact. Within certain networks we can see first signs of success where Google still gives us the best tools and measures to get it right with its attribution model. Last year we invested a lot in the Google Marketing Platform. The good thing is that lots of data is connected with each other. Google still gives us the best tools and measures to get it right. Campaign data coming from multiple paid networks and website visitor data. Building segments and serving the most relevant messages offsite and onsite becomes daily practice. Google DoubleClick still needs further optimizations from our side to broaden our reach of measures to non-Google networks. A great challenge we work on every day. I expect that in a year from now I can give you a better answer on how to measure and execute brand campaigns in such a way so it has maximum impact in your leadgen. Until than I will keep you posted about the progress that we make.