SoftBank and Suno United Creators presented the results of a unique survey commissioned from Provokers, revealing new insights that challenge traditional concepts of brand communication. The study, that combined quantitative and qualitative methods, it included 607 interviews and focus groups to assess the impact of awareness and performance campaigns on 29 brands from different sectors, as retail, services and industry. The results showed that performance marketing can, yes, build brand and generate awareness.
Historically, awareness and performance were treated as antagonistic approaches. While awareness campaigns, associated with channels such as television, outdoor and newspaper, focus on building brand knowledge and generating emotional connection, performance campaigns prioritize conversion, using digital channels with rational appeals based on price and product. However, the results indicate that separating branding and performance strategies – or even structures in companies dedicated to each of them – it no longer makes sense in the modern world.
Classical concepts in check
The research revealed that ideas such as "awareness is the best solution for building a brand" and "performance only generates immediate action", "without creating a memory" no longer correspond to the reality of the market. Well-executed performance campaigns can significantly impact attributes such as recognition and emotional connection.
Furthermore, consumers categorize media into two main groups
- InformationalChannels and messages that provide knowledge about products or services.
- InteractivePlatforms that allow for direct and dynamic engagement.
For Eduardo Vieira, Chief Marketing & Communications Officer of SoftBank for Latin America, it is essential to emphasize that the consumer does not distinguish between online or offline channels, but rather as informative or interactive. This perception reveals that many marketing professionals still operate in bubbles, ignoring the practical view of the public, complement.
These categories require brands to prioritize two fundamental variables for the success of campaigns:contextualizationand themoment in the consumer's life journey, considering your individual interests and needs, and not just the traditional path of the brand.
The data also challenges widely adopted models, how the sales funnel. The survey indicates that consumers do not follow a linear journey with well-defined stages of discovery, consideration and purchase. On the contrary, your decisions are shaped by personal variables, as context and moment of life.
Integration is the future of marketing
According to Vieira, the time has come to break the separation between branding and performance. "Performance and branding are not opposing forces". It is time to treat them as parts of a single system, integrating structures, strategies and execution. This approach allows for connecting with the audience in a more effective and relevant way, affirms.
The study revealed four pillars for successful campaigns:
- IdentificationRelevance of the message to the target audience.
- IdentityReflection of the brand values.
- ContextualizationAlignment with people's life stage.
- AdequacyIdeal choice of channels and formats to maximize engagement.
Cintia Gonçalves, professional with over 20 years of experience in business strategies, brands and communication, he was in charge of the strategy area at AlmapBBDO, where he led projects for brands like O Boticário, Havaianas, VW and Pepsico. During your management, the agency stood out in Effie Awards rankings, that recognize the most creative and effective strategies globally. Currently a partner at Suno and founder of Wiz&Watcher Consulting, Cintia emphasizes: 'These pillars are essential to ensure that brand communication is effective and relevant in a market as dynamic as the Brazilian one.
The research also highlights that the quality of execution, both in performance campaigns and awareness campaigns, is essential. "Creativity and precision in the message are determinants for generating real impact and building brand recall", complements Cintia Gonçalves.
The findings of the study have practical implications for various segments, as technology, beauty and automobiles, where innovation and status are core values. Furthermore, they offer valuable insights for more traditional markets, demonstrating that the integration of strategies is a promising path for brands in all sectors.
With this study, SoftBank reaffirms its commitment to boosting the Brazilian market, promoting the adoption of more integrated and effective strategies, and opening up space for a contemporary and innovative view of brand communication
