Executing a Performance-Marketing Campaign

By WePlay News, Trends, WePlay Comments Off on Executing a Performance-Marketing Campaign

This article is an excerpt from the second instalment of our ‘How To Win’ Series titled “How To Win On OTT: Strategies For OTT Sports Broadcasters To Drive Revenue & Results”. To download the Playbook in full, please click here.

Performance-marketing is about results.

It is the place where intelligence and creative come together to form the campaign execution.

As with all forms of marketing, it is important to put yourself in the shoes of the consumer and think about how you will specifically target the right fan, with the right message at the right moment.

Welcome to Moment Marketing.

We’ve analysed and collected data from over 300 million data points and over 10 million individual conversions to determine the exact moments to engage sports fans. We call this Moment Marketing.

Moment Marketing is a channel agnostic approach that takes data from across the digital and social media ecosystem. We apply this to reach the right fan, with the right message at the right moment.

We track fan behaviour and leverage sophisticated data and analytics to understand what time of day, week, month or year the interest in your platform or service will be highest.

In the UK for example, 58% of fans visit Facebook for sports content at least once per day. This insight is useful, but it’s how you action it that counts. With performance-driven campaigns, you can offer personalised marketing at every stage of the fan journey.

When seeking to increase OTT subscriptions, it’s crucial that you understand the time of day that your audience is most likely to respond.

Are your fans engaging with mobile Instagram content on the commute to work, for example? Do your audiences share YouTube videos with friends in the evening on their laptop?

By asking granular questions, we can move beyond data to understand human behaviour and motivation. When you uncover why actions are being taken, you can tailor performance marketing to meet sports fans in their natural environment.

This will ensure your strategy provides relevant messages to relevant people, in the most cost-effective way possible.

Executing a Performance-Marketing Campaign.

At WePlay, we are channel agnostic. We have no preference for a marketing channel; we care only about performance and the best places to reach and engage the audience to achieve the desired outcomes.

Our performance marketing channel mix for a project may include:

  1. Paid social media across all leading social channels

  2. Paid search on Google & Bing

  3. Display & programmatic

  4. Email marketing

  5. Content & search engine marketing

With a performance-driven strategy, you’ll need to break your objectives and goals into stages, such as awareness, consideration or conversion. These stages then form the basis of your strategic execution and how you will deliver impact at each stage of the marketing funnel.

Awareness.

If you’re looking to engage with new audiences or customers for the first time, then it’s important to create content that will raise awareness of your OTT brand or product.

Awareness is a ‘top-of-the-funnel’ marketing outcome. Awareness marketing is executed with the view of capturing the attention of new potential customers. For example, these could be sports fans that have shown interest in content your platform offers.

If your OTT platform is relatively new, unknown or entering a saturated marketplace, then creating a sense of awareness will be key. This helps engage sports fans who have shown potential interest in pre-determined audience indicators. In short, awareness campaigns allow you to cast a wide net at the top of the marketing funnel.

In this phase, content needs to be snappy and impactful. The objective here is twofold:

  1. Capture attention. To do this, we need to be able to provide a message that gets the target consumer to pay attention.
  2. Utilise the data derived from the click, like, view, comment or share to form the basis of your retargeting.

The best awareness campaigns are less about price and conversion and more about promoting valuable content and features. This piques interest and captures user attention, which is great when looking to stay top-of-mind with your prospects.

Remember, the goal of an OTT awareness campaign is not to convert right away – instead, look for ways to capture interest.

For example, showcase a teaser of what to expect as a subscriber or highlight testimonials from other subscribers saying what they love about the product.

Consideration.

After you have secured your audience’s attention through awareness activity, you can run a secondary ad campaign in the form of retargeting that turns this awareness into consideration and intent. Consideration is found in the middle of the conversion funnel and is defined as the percentage of consumers who would consider your brand for a given purchase occasion.

The setup for achieving consideration is the same for awareness; however, you would select objectives that align with this stage in the funnel. For example, capturing new leads from people who have shown the potential to convert in a case where someone has watched a video or liked a post.

Football fans on Facebook, for example, could be in the consideration phase for a number of different reasons. Perhaps you’re looking to get installs of your app, drive leads for a competition or collect interest in a free trial.

Whatever the intended objective, it’s pivotal that you tailor content and creative to push your prospects further along the marketing funnel.

This subtle change places more emphasis on targeting users who regularly engage with, follow and visit relevant stakeholder websites and social pages.

Conversion.

The term “conversion” is a collective phrase used to define a number of intended outcomes, from Leads, Purchases, Adds to Cart and much more. The specific conversion outcome that you optimise for will depend on the objectives of your campaign, but most OTT providers focus on downloads and subscriptions.

You can achieve direct, measurable revenues by converting your objectives using specific tactics that are focused on ‘direct response’ actions.

Whether you’re looking to drive app installs, activate paid subscriptions or re-engage users that have churned previously, creating targeted content and combining this with direct response actions will help to push targeted consumers over the purchase line.

In summary, it is important to use the knowledge obtained in the intelligence stage, and tailored content in the creative stage, to target the right audience with the right message at the right time in the performance stage.

Whether you’re looking to drive app installs, activate paid subscriptions or re-engage users that have churned previously, creating targeted content and combining this with direct response actions will help to push targeted consumers over the purchase line.

Whether you’re looking to drive app installs, activate paid subscriptions or re-engage users that have churned previously, creating targeted content and combining this with direct response actions will help to push targeted consumers over the purchase line.

At WePlay, we’re a new kind of sports marketing agency, combining a blend of data and analysis, strategy and consultancy, creative production, and media planning and buying to engage global sports audiences and convert them into paying subscribers.

If you want to equip yourself with the tools, tactics and techniques needed to increase awareness of your OTT product and service, acquire new customers and boost retention, download our Playbook ‘How To Win On OTT: Strategies For OTT Sports Broadcasters To Drive Revenue & Results’ here.

  • Share: