Programmatic media is already a reality in marketing for many companies. To follow this strategy safely and efficiently, many resort to specific branding concepts, such as brand safety and brand suitability.
These are approaches that aim to protect companies in the digital context and ensure the best results.
Currently, not investing in these concepts can be fatal for many organizations. Thus, it is necessary to understand what they imply and how it is guatemala phone number data possible to effectively guarantee the protection of the brand’s name in the online world. In this way, you will be able to avoid the main consequences of having unwanted advertising on the web.
Read the article below. Here is everything what is asaas financial management? we will discuss:
- What is brand safety?
- What is its importance for safety?
- What are the examples of the need for b2c fax brand safety?
- How to protect your brand?
What is brand safety?
We understand brand safety as a set of protection strategies for the company in the digital world through the monitoring the environments where the brand name appears, and avoiding unwanted connections.
This is extremely relevant, after all, companies are increasingly prioritizing the construction of a profile, of an identity, almost similar to a human one, with values, mission and positions. The goal is to try to get closer to the customer, with an attitude that is pleasing to them.
In light of this, companies need to reinforce their concern with issues that matter to human beings—not necessarily associated with products or the commercial vocabulary.
Social guidelines, prejudice, intolerance, strategies to achieve a better world, among other issues are included. Generally, it is necessary to emphasize a positive message that is welcoming and far-reaching.
As Philip Kotler points out in his book Marketing 4.0, companies need to take a stronger moral and ethical stance. This involves the concerns we already mentioned.
When brands find themselves associated with environments that promote the opposite of what they try to convey, we have a brand compliance problem. The identity becomes fragmented and fails to be cohesive and transparent to customers. So, the restorative mentality of brand safety is necessary.
Assured reputation
The word safety, in this case, refers to the safety of the company and its reputation. It is to avoid being associated with crimes, adult content, fraud, hate speech and division, fake news, among other controversial factors.
These are sensitive issues that attract a negative image for the company, so they need to be avoided.
Brand safety emerges in a modern context, in which automation when buying ads is a standard. In this sense, softwares decide where to advertise, based on segmentation studies.
However, it is necessary to have protection measures to ensure that these systems do not place the brand in contexts that are not adequate.
The concept is associated with the idea of brand suitability, which concerns the environments where the company should actually be. In other words, places where potential customers go and that are associated with a positive image, valued by prospects.
With the ease of creating ads and spreading them across the internet, we can understand how brand safety is part of a global branding strategy as well.
What is its importance for safety?
Now, we will further discuss the importance of brand safety actions for protecting the business name and optimizing results.
Reputation
Reputation, as we have already mentioned, is a key aspect. We live in the era of virtual communities, where people often come together to talk about brands and products.
There are no limits for consumer expression in these spaces. Therefore, any gap that leads the company to be associated with a negative image can be explored and shared en masse.
If an organization is caught with ads in environments that do not represent what it promotes, for example, this can become fuel for conversations on social media and reach more people. So, a possible consequence is that a larger audience will be aware of your company, but will not have a good impression of it.
With brand safety strategies, the company will be able to control the spaces where the ads are served in order to avoid this negative result. It will have more precise management to improve brand compliance.
Competitiveness
Actions in brand safety help organizations to position themselves well. They can stay strong in the market to compete for the right customers. This becomes possible with the support of a strong and cohesive branding with clear values to be conveyed.
If your reputation is going well, competitiveness is too. Once the company’s image is positive in the eyes of the people, the business is able to establish authority and credibility to stand out.
Customer acquisition
The natural consequence of the improvements mentioned is an increase in the acquisition of the right customers. After all, if the company is able to monitor its ads and prevent programmatic media from directing efforts to unwanted channels, it can reach just the right consumers. You can speak directly to those in healthy environments.
Furthermore, with a good image on the market, it is easier to sell value to people. So, companies are able to win and convince prospects to follow and effectively close a deal.
Everything has to do with the brand positioning, with the way it is understood by people—which is optimized with the security and monitoring of ads.