Amid an uncertain economy, some marketers are reconsidering their former dependence on performance strategies. They’re not cutting back on digital, though. Instead, they’re running with an updated playbook layering CTV, creator marketing and audio on top of search and social.
Consider the case of Opensky, a financial services brand that offers secured credit cards to customers with poor credit ratings. The company operates in a tight, competitive and regulated market in which growth is hard to come by; new customers often come through affiliates, raising its customer acquisition costs and chipping away at Opensky’s margin. Furthermore, zero-click search is beginning to alter the journey taken by the customers that do come directly.
The solution? Expanding its appeal to a new class of customers by repositioning and launching its first-ever brand campaign in April utilizing a full battery of digital and programmatic channels, from CTV to digital display, audio and paid social, as well as creator activity.
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