Performance marketing is marketing activities that aim to engage the target group to perform specific activities. It currently has many supporters, which is due to the focus of performance campaigns on the effect of measurable customer activities. However, for this type of marketing to bring the expected results, it is crucial to take care of, among other things, the image of a given brand created in available social media.
What is brand image?
Brand image is a subjective idea about a given brand, characterized by positive or negative emotions. It is the image of the brand and the attitude towards it that has been created in the recipient’s consciousness. An image is a reflection or idea about a topic. A brand, on the other hand, is a company’s distinguishing mark or, in other words, a set of attributes that have been assigned to it. This means that the image of the brand is not synonymous with the image of the company, which concerns the image of the entire organization, and not a specific group of products or one specific good or service.
Importantly, you can influence the image of your brand by using methods and tools. Creating it involves, among other things, building appropriate communication with your clients, as well as employees and contractors with whom a given company cooperates. The aim of such action is to develop a positive image of the brand, helping in the development of the entire enterprise, including obtaining the expected results from the planned or already launched efficiency campaign.
Why is brand image so important?
An appropriate brand image is important for several reasons. Thanks to it, a given brand is recognizable – among customers, employees and contractors. In addition, it increases trust in the brand, i.e. maximizes its credibility in the minds of recipients. A positive brand image is also important because it allows potential customers to identify with a given brand: through the ideology that the brand professes and with which it is currently associated. Also remember that the image of the brand significantly affects the increase in the brand’s organic search results – which is crucial for the success of the company representing it. And finally, a positive image builds the loyalty of customers who willingly return to an already tested brand, thus giving up other available offers. To sum up, how a brand is present in the recipients’ minds affects:
- brand recognition,
- brand credibility
- identifying potential customers with the brand,
- organic brand search results
- loyalty of customers who have used the offer of a given brand.
How does the brand image translate into the results of efficiency campaigns?
Remember that people who associate the brand are more willing to achieve its goals. They willingly use its services or buy the products it offers. This undoubtedly has a huge impact on the results of the performance campaign, which is focused on specific activity on the part of the target group. Building a brand image in social media is an effective method of working during efficiency campaigns. Increases the effectiveness of undertaken marketing activities. It allows you to reach a large group of recipients while maintaining unchanged campaign costs, which maximizes the chance of achieving the expected results of promoting a given brand.
It should be emphasized that the main goal of performance marketing is not to build a brand image, but to achieve specific activity on the part of users. Despite this, a good, positive brand image helps to obtain satisfactory results of efficiency campaigns. It is the basis for implementing specific marketing objectives. Without a good brand image in social media, a performance campaign has a limited chance of generating specific activity from the target group. Image-building activities build lasting relationships with loyal customers, which facilitates the achievement of specific goals – provided for, for example, in the commenced efficiency campaign.
Appropriate creation of a brand image is therefore crucial in the context of performance marketing and any other activities aimed at developing a given brand. Although it is important, many online store owners downplay this issue, paying attention primarily to the financial results of their business. For them, it is an unnecessary cost that will not affect the success of their brand. It is important to remember thatin the dynamic world of e-commerce, the strength of the brand determines the results of efficiency campaigns. A weak brand and a generic product are sufficient incentives for market consolidation to occur. As a result of such changes, users no longer care where they buy – it is crucial for them to buy a given product at an attractive price. Online store owners then enter a promotion loop from which it is difficult to escape unscathed. Ultimately, their businesses may simply fail, with no chance of any profits generated by e-commerce.