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At Brunner, we are always thinking about the cross-channel picture. Hear from our experts.

At Brunner, we are always thinking about the cross-channel picture. Explore our insights to learn how to create seamless, integrated strategies that resonate with your audience and elevate your brand impact.

Integrated Marketing Content: Industry Trends and POVs | Brunner

integrated marketing

Gain valuable insights from Lindsay Motta, Senior Manager of Communications with over 12 years of experience in social media and influencer marketing.

Perspectives from Lindsay Motta | Brunner

Senior Manager, Communications

Lindsay  Motta

From campaign tips to influencer collaborations, discover perspectives from our team.

Discover perspectives from our experts on influencer marketing, where influence meets strategy. Explore insights on how to effectively partner with influencers to enhance your brand's authenticity and connect with your audience.

Influencer Marketing Content and Perspectives | Brunner

influencer marketing

Social media is a key way to communicate with your customers. Hear from our teams.

Social media is a key way to connect with your customers and foster meaningful relationships. Hear from our experts as they share insights on building authentic engagement, crafting compelling content, and staying ahead of trends in the organic social landscape.

Organic Social Media Content: Industry Trends and POVs | Brunner

organic social media

From brand messaging to social media tactics, our communications team shares meaningful insights to enhance your connection with key audiences.

Discover how our communications team can elevate your brand through powerful storytelling and strategic messaging. Explore our insights on messaging strategies and tactics that will help you connect with your audiences in a meaningful way.&nbsp;

Communications Content and Perspectives: Trends and POVs | Brunner

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<h2>Driving Organic Brand Engagement with Social Media Influencers </h2>When it comes to social media advertising, influencer marketing isn’t a new concept — especially for the millennial and Generation Z consumer.&nbsp;Influencer posts created by celebrities, athletes, and dedicated enthusiasts are easy to spot on Instagram feeds and the buzz they’ve created in the media can’t be ignored. Wondering about the power of influencer marketing?&nbsp;&nbsp;

Discover the power of influencer marketing and why it’s essential for your brand. Learn how to leverage influencers to boost your brand’s visibility and engagement.

Influencer Marketing: What It Is and Why Your Brand Should Consider It

Explore strategic insights from Kevin Amos, Brunner Partner, Chief Media and Data Officer.

Perspectives from Kevin Amos | Brunner

Partner, Chief Media and Data Officer

Kevin Amos

Hear from Emily Nobers, Manager of Integrated Planning, as she provides valuable insights in the ever-changing digital landscape.

Perspectives from Emily Nobers | Brunner

Manager, Integrated Planning

Emily Nobers

Hear perspectives from Max Villarreal, Senior Lead of Media, who helps clients connect to their customers in new ways.

Perspectives from Max Villarreal | Brunner

Sr. Lead, Media

Max Villarreal

Here at Brunner, we are always striving to better our work for our clients. Something we have been having a lot of recent success with is Google’s new ad format called Performance Max. Performance Max is a new campaign type that runs within the Google Ads interface. Instead of targeting a single channel as you would normally do, this revolutionary new ad format runs across several different Google-owned channels including YouTube, Gmail, Discovery, Google Display Network, and Paid Search. It specializes in generating online conversions across all these channels – think of it as “machine learning on steroids” across the whole Google ecosystem. We have had so many clients already see great results with this new campaign type for driving Leads and other online conversions.<h2>How Does This Work?</h2>So, you might be wondering – how does this work? Performance Max works by having multiple asset types uploaded into a single Google Ads campaign including different text lines, images, YouTube videos, and logos. Typically, you will want at least a dozen pieces of ad text, 5-10 images (made up of square, landscape, and portrait sizes), and 1-5 YouTube videos for best results. Google will then serve these assets as ads across different channels.Most of the campaign performance is run automatically by Google. Google will choose which users to target, when to show an ad, which texts to use, and on which channel; there isn’t much hands-on maintenance that advertisers must do to adjust how the ads serve. Google controls how each ad is assembled, and how it is bid on in each auction. Google also controls how much of the overall budget is spent on each channel. The downside (at least for now) is that there are limited insights into exactly how much traffic is being served across channels.<h2>Next Steps</h2>The new Google Performance Max is a great choice for advertisers who wish to find new customers and want to cover a wide range of channel types without budgeting individually for each channel. By covering a large portion of Google’s content out of a single campaign, advertisers can more easily scale their ads across the internet. This campaign also has an option to specifically optimize for New Customer Acquisition if that’s a priority.Need more help? Please reach out so we can help run, monitor, and report on these campaigns while running other campaign types for a broader strategy.

Discover how Google’s Performance Max advertising format can revolutionize your marketing efforts and drive better results for your brand.

Leverage the Power of Google with Performance Max Advertising

Leverage the Power of Google with Revolutionary New Ad Format, Performance Max Advertising

At Brunner, media is in our DNA. From ad targeting to ROI tracking, hear from the experts in media.

At Brunner, media is in our DNA, blending data-driven strategies with creative execution. Explore our insights to optimize your media investments and engage customers at every touchpoint on their journey.

Our Perspectives on Media: Trends and POVs | Brunner

media

As brands continue to face&nbsp;several&nbsp;challenges this year,&nbsp;including the unknowns surrounding the pandemic and the election, many marketers&nbsp;and categories&nbsp;also face&nbsp;the added challenge of&nbsp;operating under tighter budgets.&nbsp;&nbsp;For those struggling,&nbsp;the initial reaction may be to reduce or cut advertising for the&nbsp;remainder of 2020,&nbsp;but&nbsp;doing so could drastically impact a brand’s success in the long term.&nbsp;An article from&nbsp;ClickZ&nbsp;reports&nbsp;slowing&nbsp;advertising efforts now could diminish a brand’s overall impact and messaging could be less effective once marketing efforts ramp back up, leading to an 11% revenue decrease in 2021.&nbsp;&nbsp;It’s&nbsp;not only about&nbsp;identifying strategies that will help in surviving the current state of the market, but also staying competitive and setting your brand up for success well into the future.&nbsp;&nbsp;To do this, brands need to&nbsp;market smarter, but how?&nbsp;<h2>1. Take Advantage of Changing Habits and Media Consumption</h2>Media consumption has seen a dynamic shift this year, as most people have adopted some form of stay-at-home living.&nbsp;<a href="https://www.nielsen.com/us/en/insights/article/2020/staying-put-consumers-forced-indoors-during-crisis-spend-more-time-on-media/" rel="noopener noreferrer" target="_blank">According to Nielsen</a>, media consumption has gone up significantly;&nbsp;at the height of the stay-at-home orders in mid-March, television usage was up 18% and social media app usage&nbsp;<a href="https://www.nielsen.com/us/en/insights/article/2020/during-covid-19-sports-viewers-are-still-a-scoring-opportunity-for-brands-and-media-owners/" rel="noopener noreferrer" target="_blank">increased by 17%</a>&nbsp;compared with early March.&nbsp;&nbsp;Now more than ever, it’s important to keep a pulse on where your target audience is spending their time and then meet them there.&nbsp;This could mean revisiting traditional TV inventory, testing streaming services and connected TV opportunities, or investing more heavily in digital efforts such as social media and search.&nbsp;&nbsp;Our Media and Planning&nbsp;teams&nbsp;can&nbsp;identify&nbsp;your audience’s&nbsp;changing habits and current media consumption as a guide to determine&nbsp;distribution channels.&nbsp;Our proprietary customer&nbsp;conversation tool I.S.A.C.C. can help you show&nbsp;up in those&nbsp;channels&nbsp;with captivating messaging relatable to their current day-to-day&nbsp;will help&nbsp;drive awareness, consideration,&nbsp;and ultimately,&nbsp;purchases.&nbsp;<h2>2. Leverage Testing and Analytics Tools</h2>Making the most of limited budgets requires a strong measurement program&nbsp;and tools&nbsp;(i.e. tracking pixels, Google Tags Manager,&nbsp;location tracking,&nbsp;and social listening)&nbsp;in place&nbsp;to&nbsp;ensure your investment is directly increasing sales.&nbsp;&nbsp;Some CPG brands&nbsp;such as&nbsp;kids’ snack brands,&nbsp;may have seen a decrease in sales with schools going remote.&nbsp;In these cases,&nbsp;it’s&nbsp;important to&nbsp;frequently&nbsp;leverage real-time data dating back to the start of the pandemic&nbsp;to efficiently optimize the way they reach new, lapsed and at-risk consumers. Doing so will allow them to respond to changes&nbsp;created as new consumer habits are formed.&nbsp;&nbsp;Other CPG brands, such as toilet paper or&nbsp;cleaning products, have seen a surge in sales resulting from the pandemic to the point where they can barely keep certain products on shelf. While the increase in sales and high demand may seem like a win,&nbsp;leveraging social media listening&nbsp;data is imperative for them to understand the sentiment around their brand as consumers may not be&nbsp;able to purchase&nbsp;the products, volume of conversation around supply chain issues,&nbsp;and whether the low inventory is causing consumers to switch&nbsp;brands.&nbsp;&nbsp;Having the right analytics program and measurement tools in place allows CPG brands to develop impactful campaigns that maximize available resources – without wasting them. By staying on top of a how your brand is performing, you’re able to easily identify new opportunities or react quickly to market changes, such as consumer behavioral shifts, supply chain issues or retailer challenges, to adjust your strategy.&nbsp;&nbsp;<h2>3.&nbsp;Leverage&nbsp;Influencers to Fulfill Content Needs</h2>At the height of the pandemic, brands had to get creative to&nbsp;produce&nbsp;content due to temporary closures and heavy restrictions regarding social distancing.&nbsp;While traditional on-set productions are starting to ramp back up, they come with a&nbsp;higher&nbsp;cost both in time and price tag due to the&nbsp;ongoing&nbsp;restrictions surrounding COVID-19. With tighter budgets in place, brands are looking for alternative ways to offset a potential content drought.&nbsp;&nbsp;Enter influencers. With the&nbsp;proper&nbsp;vetting and brief in place, influencers can create content on your brand’s behalf, distributing it to their highly engaged follower base. Additionally, brands have the opportunity to own and re-purpose those assets as they wish across their owned channels – creating digital, social media and TV ads at a more efficient cost.&nbsp;Even before the pandemic, CPG brands&nbsp;were testing this strategy. One great&nbsp;example of this&nbsp;is Pine-Sol.&nbsp;While the brand was&nbsp;a category leader, they&nbsp;felt they needed a fresh look to&nbsp;appeal to younger demographics who were&nbsp;entering the home renting/buying phase in their life.&nbsp;They started with an insight that stemmed from consumer data and social listening&nbsp;–&nbsp;consumers still clean on Saturdays, listening to music and dancing along in order to make it more enjoyable. They came up with the campaign “Clean Your Way” and partnered with known dancing and lifestyle influencers&nbsp;<a href="https://www.youtube.com/watch?v=AqFPDIXAFu8&amp;t=85s" rel="noopener noreferrer" target="_blank">Inanna Sarkis</a>&nbsp;and&nbsp;<a href="https://www.youtube.com/watch?v=KqNrhsxlbl0" rel="noopener noreferrer" target="_blank">Tianne and Heaven</a>&nbsp;to&nbsp;brand relevancy and consideration.&nbsp;Inanna’s video launched first,&nbsp;<a href="https://www.mediapost.com/publications/article/325671/pine-sol-dances-into-the-modern-age-with-influence.html" rel="noopener noreferrer" target="_blank">resulting in</a>&nbsp;1.3MM&nbsp;video views in 72 hours&nbsp;and a 40% increase in website traffic to Pine-sol’s site.&nbsp;Overall, brands who commit now to&nbsp;being strategic about their budgets while weathering the storm&nbsp;are setting themselves up for success, including maintaining a hold on their brand awareness, market share and securing their place with consumers for the long term.&nbsp;&nbsp;

Brunner identifies creative solutions to optimize spending and drive results even with limited resources, making the most of a shrinking budget. Learn more.

How to do More with a Shrinking Budget

Hear from the Brunner Marketing Team as we give agency news updates, awards announcements and valuable insights on the ever-changing digital landscape.

Perspectives from Brunner Marketing Team | Brunner

Brunner Marketing Team

Stay updated on the latest business intelligence trends and strategies to make data-driven decisions for growth and success.

Unlock the potential of data with our Business Intelligence team, combining tailored consulting with automation and statistical expertise to deliver valuable insights directly to you. Stay updated on the latest trends and strategies to make data-driven decisions for growth and success.&nbsp;

Our Thoughts on Business Intelligence | Brunner

business intelligence

Social listening is widely accepted in the world of business as a way for companies to connect with their target audience and find out what that audience thinks about a given product, campaign or initiative.It’s a process of watching hashtags, keywords and digital engagement to identify trending topics and monitor brand sentiment, and roughly 70% of local businesses use it to better understand their customer segments, according to a&nbsp;joint survey from the Atlanta Business Chronicle and marketing agency Brunner.<h2>Social Listening Isn't Enough</h2>Increasingly, though, social listening isn’t enough. The process is evolving to a more advanced iteration known as social intelligence, said Katie Collins, a brand engagement manager at Brunner, which has offices in Atlanta and Pittsburgh.“Social intelligence is using machine learning to analyze social data, and it’s using that data to answer some of marketing’s toughest questions: What are my consumers talking about? What do they care about? What are their expectations of me?” Collins explained.Digital conversation, either through social media or websites, offers a trove of data for brands, which is why many Atlanta companies have embraced the potential of social listening — and why many social listening tools have emerged on the market.“The biggest challenge for brands has been figuring out how to leverage that data,” Collins said.That’s the benefit social intelligence provides: It allows for a deeper level of analysis and a more accurate interpretation of the available data, she added:

Learn how social intelligence tools can provide deeper insights into consumer behavior and enhance your marketing strategies. 

Social Intelligence Tools Allow for Analysis of Consumer Behavior

Social Intelligence Tools Allow for Deeper Analysis of Consumer Behavior

Integrated Marketing Content

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