BUYER-DRIVEN BRANDING: AN IDEA WHOSE TIME HAS COME

We have built the next generation of branding capabilities leveraging your existing buyers’ behaviors, affinities & adjacencies to attract more like-consumers.

Remember when your mother used to say, “It’s never good to have too much of a good thing”? We agree -particularly when it comes to programmatic media buying. The blessing this instrument has provided is efficient audiences at scale. However, the curses in many ways outweigh the benefits due to broad consumer targeting resulting in irrelevant placements, wasted spend, etc. This is why Affinity Answers has developed a new solution to bring relevance to brand marketing in the digital age with Buyer-Driven Branding. Read on to learn more about this approach, why it matters now and how you can harness this solution.


What We Do

Relevant for Brand Marketing in the Digital Age: Buyer-Driven Branding

Marketers have traditionally relied on consumer-driven branding to build awareness and consideration – often based on third party data, consumer panels and focus groups – all of which take time to accumulate with the findings/output being dated before they are even finalized. Yet, many marketers have deployed buyer-driven direct response – search and retargeting – which have proven effective in the DR world. What if you can apply such buyer-driven data in your branding as well? Buyer-Driven Branding puts your existing buyers to work to capture new levels of detail in their behaviors and interests for more effective branding outcomes. Before today, this capability has not existed. Buyer-Driven Branding is the next generation of brand marketing – intelligent, pragmatic, organic and brimming with new insights about your existing buyers. Buyer-Driven Branding identifies new target consumers who are like-minded to your current buyers – higher up in the purchase funnel where brand consideration is occurring.

Buyer-Driven Branding Explained

There is a clear distinction between Brand-Driven and Buyer-Driven Branding – and the impact it has on your marketing strategy.  To clarify, we’ve developed a side-by-side comparison.

Brand-Driven

Broad population segments that a brand wants to penetrate by pitching features and benefits.
“Top down” process.

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    Strategy

    Select Targets Through Demo Groups
    Aveda™ Brand Example:
    Females, 25-50

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    Planning

    Identify Features & Benefits to Promote
    Aveda™ Brand Example:
    All Natural, Eco-Friendly, Hair and Skin Rejuvenation, etc.

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    Activation

    Create Look-alike Audiences – Demo Driven
    Aveda™ Brand Example:
    Analyze Campaign Respondents to Identify Sub-Set Target Audience

Buyer-Driven Branding

Specific target audiences who are like-minded to your current buyers, matching a brand benefit with their emotional interest. “Bottom up” process.

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    Strategy

    Identify Category Buyers
    Aveda™ Brand Example:
    Hair Care Buyers

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    Planning

    Using Social, Identify New Audiences That Share Emotional Alignment With Brand’s Category Buyers
    Aveda™ Brand Example:
    Aveda buyers care about the environment and organic living. Consumers that share these interests are also likely to engage with celebrity environmentalist, Gisele Bündchen, watch Will & Grace, have a preference for Alex & Ani™ and purchase Kate Spade™.

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    Activation

    Create Feel-alike Audiences
    Aveda Brand Example:
    Identify consumers that share same emotions for Aveda brand – including behavior towards other brands, media and entertainment and use this information to expand to new audience segments.

Getting Geeky

The Technology Behind Buyer-Driven Branding

We’ve all shopped on Amazon.com or binge-watched our way through Netflix – and in most cases, relied on their recommendation engines to discover new products or content. This is the same concept behind Affinity Answers’ powerful suite of apps to inform strategy, planning and execution of Buyer-Driven Branding. However, rather than using sales or product data like Amazon or Netflix, we rely on consumer engagements with brands in social – comments, photo/video posts and replies of 400 million consumers with a catalog of 50,000 brands across Facebook, Instagram and Twitter. We aggregate these consumer profiles in real time, and through sophisticated machine learning algorithms make recommendations for other domains – pop culture publications, media and music sites. These recommendations are also applied to cookies or device IDs for targeting in any digital media.