Digital Brand Activation

A Digital Brand Activation is an online initiative that leverages audience microtargeting and intent-based strategy, to raise brand awareness and drive immediate leads or sales.

It’s similar in feel to an “analog” brand activation,* but, because it’s digital, it’s fast, inexpensive and highly measurable.

Using an integrated omnichannel strategy, we map audience search and social media behavior to their intent … then deliver digital experiences that deeply engage and involve each customer … then, trigger meaningful action through specific prompts while each customer is immersed in that context. It’s similar in feel to an “analog” brand activation,* but, because it’s digital, it’s fast, inexpensive and highly measurable.

Benefits:

• Immediate results (awareness, lead-gen or direct sales)
• Quick to set up and launch (within weeks, typically)
• Real-time performance measurement
• Continuous campaign optimization
• Substantial digital buzz (ancillary traffic)
• Strong, quantifiable return on investment (ROI)

(Source IMA)

What is activation in digital advertising?

Marketing activation is the execution of the marketing mix as part of the marketing process. … Brand activation, sometimes called brand engagement which focuses on building a longer term emotional connection between the brand and the customer.

Emotional reaction through interaction

We often talk about the need to elicit an emotional reaction through content, and with brand activation it is particularly important.

Often it is the first experience somebody will have with your brand, therefore it’s important to make the right kind of impact so that your brand sticks firmly in their mind for a significant period of time.

Whether you make people laugh, cry, feel anger or excitement (this will all depend on your product and audience), you must create some kind of emotional connection or it is unlikely people will remember the experience or your brand.