Brand infiltration
Encyclopedia
Brand infiltration is a marketing
practice that takes a specific approach to strategy, creativity and success tracking, where all three are driven by a thorough understanding of the business objective at hand. Brand infiltration insists that the organizational design of the marketing agency includes a team with broad skills, but that each staff member has creative and strategic leanings.
Research is undertaken to capture the most up-to-date information on the target demographic: what media the demographic has adopted; how similar, competing or complementary products are being marketed to this group; what interests appeal to the demographic, etc. In addition to classic research methods, brand infiltration requires a strong understanding of consumer behavior in online media, and uses tools of digital ethnography and social media
monitoring to develop early insights into the potential value proposition.
An overall strategy is developed based on meeting the needs outlined in the business objective and the values of the intended demographic.
An agency that practices brand infiltration is open to implementing an unlimited array of media to get the brand / product / purchasing message to the intended audience. The media chosen will be carefully determined by a research and business objective-based strategy and can include an integrated blend of above and below the line
marketing techniques. This is the opposite of an agency that is a specialist in a particular promotional tactic (ie: mobile marketing
). The objective of brand infiltration is not to focus on a single tactic, but overall communications strategy and execution.
A dedication to analytic and customized tracking tools are built into every brand infiltration campaign in order to find the most complete return on investment
(ROI) numbers possible.
Costs are generally lower through brand infiltration agencies, as an entire campaign can be serviced through one account team, rather than several. The agency will also choose the most effective methods to meet the client’s sales objectives.
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
practice that takes a specific approach to strategy, creativity and success tracking, where all three are driven by a thorough understanding of the business objective at hand. Brand infiltration insists that the organizational design of the marketing agency includes a team with broad skills, but that each staff member has creative and strategic leanings.
Strategic focus
The strategy behind a brand infiltration campaign is largely based on the business objective for a particular product/statement, and is intended to be media-agnostic. The business objective must include a specific sales target and a specific demographic target. As the product details are discussed, an agency can make suggestions, based on research, for a suitable demographic if need be.Research is undertaken to capture the most up-to-date information on the target demographic: what media the demographic has adopted; how similar, competing or complementary products are being marketed to this group; what interests appeal to the demographic, etc. In addition to classic research methods, brand infiltration requires a strong understanding of consumer behavior in online media, and uses tools of digital ethnography and social media
Social media
The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,...
monitoring to develop early insights into the potential value proposition.
An overall strategy is developed based on meeting the needs outlined in the business objective and the values of the intended demographic.
Creative focus
Brand infiltration suggests that the agency’s corporate culture values creative and integrated thinking from all personnel. This means that every team member, regardless of department, is fully briefed and included in creative development as well as the strategy. Brand infiltration requires that everyone working on a project is completely educated on the brand in question and can always answer whether the aspect they are personally working on will meet the business objective and will bring value to the demographic.An agency that practices brand infiltration is open to implementing an unlimited array of media to get the brand / product / purchasing message to the intended audience. The media chosen will be carefully determined by a research and business objective-based strategy and can include an integrated blend of above and below the line
Below the line (advertising)
Above the line , below the line , and through the Line , in organizational business and marketing communications, are different ways companies try and sell their products....
marketing techniques. This is the opposite of an agency that is a specialist in a particular promotional tactic (ie: mobile marketing
Mobile Marketing
Mobile marketing can refer to one of two categories of interest. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a cell phone using SMS Marketing....
). The objective of brand infiltration is not to focus on a single tactic, but overall communications strategy and execution.
Metrics and sales focus
While it is standard for all marketing and advertising agencies to track the number of hits or impressions that are gathered during a campaign, brand infiltration works to gather further data that shows how the original business objectives (sales among a set demographic) have been met.A dedication to analytic and customized tracking tools are built into every brand infiltration campaign in order to find the most complete return on investment
Return on investment
Return on investment is one way of considering profits in relation to capital invested. Return on assets , return on net assets , return on capital and return on invested capital are similar measures with variations on how “investment” is defined.Marketing not only influences net profits but also...
(ROI) numbers possible.
Benefit to the client
Companies that choose to work with an agency that practices brand infiltration need not go to several specialist agencies to run a full campaign. Instead, a brand infiltration agency works with the client to select specific and customized marketing tactics, all managed through the one agency. This can save the client a great deal of time and energy, but furthermore, consistency in strategy and messaging is much more likely to stay intact.Costs are generally lower through brand infiltration agencies, as an entire campaign can be serviced through one account team, rather than several. The agency will also choose the most effective methods to meet the client’s sales objectives.
See also
- Below the line advertising
- Buzz marketing
- Cause marketingCause marketingCause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and...
- Guerilla marketing
- Integrated marketing
- Mass mediaMass mediaMass media refers collectively to all media technologies which are intended to reach a large audience via mass communication. Broadcast media transmit their information electronically and comprise of television, film and radio, movies, CDs, DVDs and some other gadgets like cameras or video consoles...
- Mobile marketingMobile MarketingMobile marketing can refer to one of two categories of interest. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a cell phone using SMS Marketing....
- Return on InvestmentReturn on investmentReturn on investment is one way of considering profits in relation to capital invested. Return on assets , return on net assets , return on capital and return on invested capital are similar measures with variations on how “investment” is defined.Marketing not only influences net profits but also...
(ROI) - Social media marketingSocial media marketingSocial media marketing is an addition to personal, small business, corporate, and non-profit organizations’ integrated marketing communications plans...
- Word of mouth marketing