Cofactor expects to expand beyond shopper marketing budgets and into branding budgets with this switch. But Diez isn’t keen on distinctions – he believes that many of these budgets and initiatives will merge over time.
“If the customer doesn’t know the difference and care, why should we?” Diez asked. “Why deliver a brand message without some kind of activation?”
P&G, for example, has run display ads for Pampers touting the diapers’ protection and fit, but it followed up at the end of the ad with pricing for diapers at local stores.
A separate initiative combining branding with a message led to a $8:$1 return on ad spend for the manufacturer and a $20:$1 increase in sales for the retailer, calculated using data from Nielsen. But attribution from online to offline remains “a big opportunity and a big challenge,” Diez said, as marketers add actions to online messages.
Cofactor will transition clients slowly over the next few months as they familiarize themselves with the new offerings and company name.