Article

Mike Owen
Mike Owen 7 October 2015

Make The Most Of A Big Database

The challenge for brands is to move beyond simply throwing money at sponsorships (or traffic and pageviews, in the digital context), and consider how to convert awareness into engagement.

 

A recent study of Premier League shirt sponsorship by Aberfield, a PR, social media and brand communications agency, found that £60m of the £200m spent annually on sponsorship

is effectively going to waste. The reason? Brands are failing to engage with football fans – and therefore missing the opportunity to fully capitalize on their sponsorship efforts.

Historically, the value of such sponsorships has been in building brand awareness. However, although the reach of the Premier League remains impressive (it claims to reach 650 million homes worldwide), audiences are increasingly tuning out conventional advertising.

This is partly due to brand saturation – a particular problem for Premier League club sponsors, whose logos and adverts must compete against a myriad of sponsors both around the stadia and in advert breaks. Outside the realm of football, the same is true of other event sponsorships, and even more generally across web display advertising.

The challenge now is for brands to move beyond simply throwing money at sponsorships (or traffic and pageviews, in the digital context), and consider how to convert awareness into engagement.

Understanding Audiences
The first step towards engagement is, of course, understanding the audience, and then tailoring content accordingly. Recent research from analytics specialists Teradata found that 67% of consumers would "positively interact with a brand in response to a personalized engagement".

 


The recent revamp of NYTimes.com, which is heavily geared towards engagement , shows how the process is picking up steam in the online publishing industry. The publication has taken careful note of user behavior and used this data to guide the development of its experience update. New features include:

 

  • A mobile-style ’push’ notification function that alerts readers to relevant breaking news stories while they browse the site.

  • Repositioning the comment section so that it sits almost side-by-side with editorial content, enabling users to join the conversation more easily.

  • Navigation menus that users can customize to display their most frequently-read sections (to be introduced gradually over coming months).

 

So, what lessons can brands learn from The New York Times? The clear message is that making smart use of audience data is the key to unlocking real engagement.

Mobilizing Data
To understand how powerful data-informed engagement initiatives can be, it’s useful to compare some of the best and worst performing Premier League sponsorship partners, according to Aberfield’s study. Southampton sponsor Veho is praised for its extensive efforts to engage with fans, beyond simply buying exposure for its logo. These initiatives ranged from simple marketing tactics like competitions to win match tickets, to richer cross-platform experiences including a nationwide hunt for hidden match balls.

In contrast, Newcastle sponsor Wonga, the payday lender, failed to back up its sponsorship investment with any targeted fan engagement effort – or a convincing ’damage limitation’ campaign to mitigate the negative sentiment associated with its industry. As a result, it found itself facing a fan backlash, with an active campaign to oust it as a sponsor.

As these cases demonstrate, winning the advocacy of consumers (and nurturing meaningful engagement) are significant challenges. However, having a clear picture of the customer viewpoint, including behavior, sentiment and interests, can make a big difference – and this insight can be enabled by pooling all the data from various customer touch points into one central repository.

To learn about how censhare is helping brands to unify and integrate all their data sources to create better user experiences and personalized communications, explore our Integrate and Optimize solutions.

Original Article

Read More On Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Life of a Twitter Influencer [Infographic]

Life of a Twitter Influencer [Infographic]

The following infographic Illustrates the life of a Twitter Influencer and includes everything from earnings, cheatsheets and social movements started on Twitter. While Twitter may not be the most popular social channel it is still one of the most powerful channels to spark online conversation. If you're a Twitter influencer, this infographic is the ultimate guideline to your future tweets.

Chiara Di Rago
Chiara Di Rago 30 November 2016
Read more
50 Chrome Extensions That Will Boost Your Productivity

50 Chrome Extensions That Will Boost Your Productivity

Today you can find Google Chrome extensions for almost anything that you can think about. In the sea of available extensions, it can be a hustle to choose which one are the best for your type of the business.

Aleksej Durdevic
Aleksej Durdevic 29 November 2016
Read more
Digital Marketing - The Wave of the Future

Digital Marketing - The Wave of the Future

With social media platforms like Facebook holding well over 1.6 billion users world-wide (and counting), these digital platforms have become the new marketplace. In order to properly promote business brands and products or services, an online company needs to employ the services of a specialist known as a digital marketer.

Mohammad Farooq
Mohammad Farooq 29 November 2016
Read more