When it comes to branding, many marketers understand its importance but are faced with the challenge of demonstrating positive ROI to the people holding the purse strings. Marketers who are focused on the long-term effects of branding and advertising see a lift in brand awareness, and ultimately sales. This week’s roundup of news from around the web shows the importance of branding, even when advertising to a primed audience, how audio is making strong brand connections, and tips on how to measure the ROI of your branding efforts. Enjoy! 

Some Super Bowl Advertisers Forgot About Branding – Digital News Daily 

Researchers queried Super Bowl viewers on ad recall and brand perception to determine performance lift and measured online behavior including search and site visits. Some brands saw an increase in searches after ads ran. Others, however, did not. 

Only half of the advertisers identified the brand or the product at the beginning of the Super Bowl ad, with 54% of those from returning advertisers, and 39% of first-time advertisers, according to data released Tuesday. There were ads people enjoyed, but they couldn’t remember the name of the brand, nor could they connect to the product. So, how does branding affect your marketing? <<<Read More>>> 

3 Trends That Are Shifting the State of Audio - AdWeek 

U.S. consumers will spend $505 billion in retail sales revenue in 2022. That’s 2.8% over 2021’s finish in a turbulent market considering the worldwide pandemic, worker and semiconductor chip shortage, and inflation continuing early this year. 

Audio will help companies build and hold brand consideration, retain trust, create awareness when there is stock, and move products. Consumers are looking for a connection that only audio can provide, and the opportunity to build it is through audio. <<<Read More>>> 

How to Measure ROI of Brand Awareness – Bonneville Bay Area 

There is no shortage of evidence that proves the criticality of brand awareness. It increases engagement, search traffic, interaction during the research and consideration phases of the customer journey, and ultimately, new business growth. However, many marketers find it very difficult to link the investment to business revenue, particularly to shareholders eager to see verifiable ROI. The good news is that there are some ways to demonstrate the ROI of brand awareness, and we'll discuss them here. <<<Read More>>>

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We cover the latest marketing tips, best practices, and insights that you can apply to your Bay Area business. Check out some of our recent posts:

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