Full-funnel & Creative Data-Driven Marketing at Scale

Why have we designed this specific strategy?

Based on the data from past years, we decided to extend the reach of our communication to a broader market to grow sales and brand awareness. We moved from “Smart” black-box campaigns, which provide limited or no insights at all, to a combination of prospecting (Brand) and activation campaigns, because we can better understand the audience, campaign results and set the right targets based on campaign intent. ?

Showmax platform is changing with every new piece of content we produce and as we are increasing the amount of Showmax Originals we needed to shift our focus more towards creating demand and excitement instead of collecting demand built around well-known titles that would be collected anyway.

We need to present the quality of Showmax content to our audience with the right creative and media mix to convince them to subscribe.

We needed to find a way how to measure success correctly

We designed our measurement framework around See-Think-Do-Care to understand the customer decision-making process. This approach helps us to set the right KPIs although we understand that users and not always going through the entire funnel.

We re-designed our media investment split to fit the framework

Let's take a look at a few other metrics

Traffic optimization is never done. Our plan is to focus on traffic quality: Identify the bot traffic or low-quality traffic and continuously optimize our optimal channel mix.

Similarly with Impressions and CPM. We are interested much more in what is the visibility of the placements we buy and what is the intent of customers when consuming the ads. Low CPM only is not the solution, but a healthy combination of quality and quantity of impressions to ensure we can scale our communication is essential.

If we focus on brand building we need to measure the impact of our campaigns. We started to work much more with search trends, especially with brand search metrics. They are heavily used to measure brand awareness and predict the sales of the business.

The message is clear, don't get caught up in focusing on what is easy to measure. Focus on the incremental growth of your marketing. It might take a few months and it might be hard to convince the business as you have only 12 months to deliver the results of the actual FY, but it will pay off.