Awareness campaigns are step one in the fruitful relationship you plan to build with a consumer across the customer lifecycle . Here they first become truly aware of your existence as a brand, product or service.
Until recently, this meant handing the keys to your brand to an ad tech provider and firing out copious amounts of digital display ads, but a paradigm shift in the market is finally seeing brands wise up. And through a combination of lowly click-through rates and the rise in free ad blocking tech, the age of relying on interruptive image or video based ads that consumers can’t interact with, which don’t collect PII data on behalf of the advertiser is over. In response brands will shift billions from interruptions to interactive experiences to build awareness this year and beyond.
$2.9bn – Business analysts Forrester predict spend shifted from ads to branded experiences by 2020
The modern consumer is a digital native and demands to be entertained, engaged and receive something in return for their attention and personal data. Brands can deliver this through interactive experiences that conduct market research, accrue opt-ins and deliver an altogether better ad experience with a tangible value exchange for the consumer.
For marketers who have relied on unreliable third-party data sets, this is quite a tumultuous time. However, for proactive marketers, or those ready for change who are truly focused on delivering excellent personalized interactive digital experiences it needn’t be.
How To Leverage Interactive Digital Experiences That Build Awareness
Filling The Marketing Database
Without a database full of qualified leads, marketers have no one to market to and sales teams have no one to sell to. Wayin empowers brands to create a host of interactive digital experiences that offer a value exchange in return for PII data.
500m first-party marketing opt-ins collected by Wayin in 2017
The days of painstakingly interviewing focus groups in person that accrue single digit numbers of product research data points are a thing of the past. Brands can easily incorporate fun and interactive questionnaires that engage huge amounts of consumers and deliver qualitative results into their market research strategy.
15k unique entries for Air Wick from target demographic fuelling future product development
Evaluating Channel Performance
Evaluating channel performance is crucial for actively managing multiple digital channels, and understanding your customers’ channel preferences. Effectively, ceasing to throw budget an non-performing display ads and going direct to market on channels that offer speed, efficiency and personalization.
60% of millennials have learned about a brand through Instagram
Making Social Ads A Better User Experience
Wayin-powered Social Stories are mobile-first, not mobile-responsive. There is no waiting for slow content to load, clunky responsive sites or needless navigation. Swipe up and enjoy instant loading interactive experiences with a seamless UX that continues the journey from story to mobile-optimized, high converting in-app experiences.
53% of consumers will abandon a web page if it takes more than 3 seconds to load
Influencer Marketing In Social Stories
There has always been a standoff between social media and purchase. From the consumers’ perspective, Instagram and the like has been a walled garden, used to connect with friends with minimal brand engagement or purchasing intent. But by harnessing the power of influencers, and seamlessly incorporating into Social Stories, this has all changed.
Call-to-action pages in Social Stories that load 5 times faster with Wayin
As skepticism towards brands and traditional forms of advertising increases, consumers are turning to their peers for recommendations. Proactive marketers are leveraging influencers to seize this golden opportunity and connect with mobile and digital natives on their channels of choice to ‘invite traffic’, as opposed to ‘driving it’.
83% – of consumers trust recommendations from their peers over advertising
Download this playbook to enable your business to conduct engaging market research at speed and scale, accrue opt-ins and deliver an altogether better ad experience with a tangible value exchange for the consumer to amplify your awareness building campaigns.