The ultimate goal of all advertising is to drive sales. If It Doesn’t Sell, It Isn’t Creative. So financial brands measure impressions, clicks and conversions and optimize their advertising and creative on that basis. So far, so good. The problem is confirmation bias.
There is a finite audience that clicks on advertising or signs up for trial accounts, and gearing your advertising to that audience certainly has its rewards, but it means missing out on 90% or more of the rest of the population. Over time, you end up optimizing and targeting more and more that small audience that performs according to those KPIs, and leaving out vast swathes of the potential total audience in the process.
CEO & Partner (CH)
Morten is CEO & Partner at MediaGroup. With a background as head of agency sales in DoubleClick Media from 1999 to 2003, he founded a company that evolved into Mediagroup Worldwide in 2004. Morten holds an MA from Copenhagen Business School in international marketing. He brings many years of experience in cross-channel international digital advertising and extensive knowledge in the digital transformation of business in the B2C and B2B segments.
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Living your company's brand
The idea of something and the feeling you have with a brand, is often more important than the something itself. We want to have experiences with companies that conform with our idea of the world, and our idea of ourselves. For financial services, most of the larger banks seem to understand this.
Written by Bart Burggraaf
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