Each dollar invested has to generate the best return possible. However, it’s sometimes difficult to know in advance where that dollar will have the greatest impact. That’s why we constantly re-evaluate the campaign’s parameters so as to improve its performance.
EFFICIENCY TESTS FOR AD CREATIVES
Rather than produce only one creative, we favour an approach that allows us to create variations, which prevent attrition and message fatigue while also allowing for performance testing. This in turn lets us determine a "winning" creative, which can be analyzed to help inform future campaigns. We can formulate hypotheses based on both content (key messages, benefits, call-to-action) and form (tone of voice, rhythm, colours, and graphic style). Over time, we can improve our relevance and relationship with our target audiences and find the winning recipes.
EFFICIENCY TESTS FOR MEDIA
As is the case for our creative assets, the types of media we use are in weekly rotation so we can select those that perform best. Of course, we take into account seasonality and external factors to build the most accurate portrait possible, and we are careful not to draw hasty conclusions. That being said, systemic results tell no lies and allow us to make informed decisions to increase your return.
Whether for digital marketing campaigns (SEM) or social media marketing (SMM), a combination of factors are evaluated each week to improve the cost per click (CPC) and cost per acquisition (CPA). We test different messages, placements, audiences, geographic zones, devices used, time periods... in short, whatever can be tested is tested.
EVALUATING THE SYNERGY BETWEEN CHANNELS
A campaign that really takes off happens when 1 + 1 = 3. The winning recipe is rarely the result of a single communication channel. The synergy between channels, though difficult to quantify, can be evaluated when we change the recipe (ratio between channels) and analyze the results. Over time, the winning combination reveals itself and allows for increased ROI.