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Zalora
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Wouldn't one try to increase the Ad Budget by some % of the incremental Outcome-Based modeling (OR: spend the same Budget and move to Outcome-Based modeling for higher ROAS)... since IF you invest the total incremental gain (ROAS) wouldn't that conceptual
How does this work for financial services where "repeat rate" isn't applicable?
I realize TV played a big role. What if you are predominantly investing in digital assets (display, search, email, social, website).
Was the message/content focused on Activation aka short-term sales or Brand Building, aka Long-term effects? Does this difference actually matter?
Selfishly, do you think this holds up for Healthcare networks/providers (primary care physicians and hospitals)?
Sharp, Binet, Field etc. would suggest that you target for Activation efforts (short-term sales) and leverage reach/broad audiences when focused on Brand Building. What is your guidance now?
What about the role of content? Did that differ in any of the plans? Did/does content impact the ROAS?
You still need high quality messaging, right? You can't just run anything and get the same response, can you?
