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Sub2 can help you create a strategy for all your digital marketing, our experts can ensure you have every base covered from launching a brand and creating awareness all the way through to end purchase and building ROI.

New user acquisition is very important for all brands, to support incremental growth. Digital performance marketing can support new user acquisition through branding and prospecting activity through numerous channels and tactics, using bespoke targeting to drive relevant and interested users through to your site. This can not only help you reach new users who our data sources have indicated are relevant users, but it can also help your sales activity whether it be in-store or online.

Poor performing retargeting tactics are a symptom of neglect of the upper funnel. In digital marketing it is important to “feed the funnel”, investing in brand awareness and encouraging discovery of your brand will increase site visits and brand searches, making your lower funnel conversion activity much more efficient.

The deprecation of cookies is going to change the way we use paid media, affecting audiences, tracking and measurement. Sub2 has developed SIGNALS that can be used to optimise paid media activity through collecting identifiers of conversion on users for the purpose of building cookie-less audiences. Results correspond closely to cookie-based outcomes and consistently out-perform Google.

Read more about Sub2 Signals here.

As new user acquisition becomes more expensive with lower performance in a post-COVID world and with the cost-of-living crisis, it is important to be retaining your existing customers. We can help you do that through our Customer Data Platform (CDP), by analysing and segmenting your existing customer base for use in specialist paid media activity. As 46% of UK consumers are loyal to brands they like (according to GWI Core – Purchase Journey Report), it is important to communicate key brand actions such as sustainability and value, this will encourage loyalty and therefore increase sales and the lifetime value of each user.

Measurement can be the most difficult part of digital marketing, knowing which channels are contributing what level of value to your marketing strategy. This is where attribution models come in, software that can look at all of your activity and attribute value to different channels based on a variety of different models. Google Analytics is the most common tracking/measurement platform, the current software, GA3, is set at default toa last click attribution model, which only attributes value to the last activity that drove a user to site before converting. This discounts all activity leading up to that event, for example a user could view a programmatic video, then click through and explore your site through an Instagram ad, then finally google your brand and click through on an ad to convert, a last click model would only give value to the google PPC ad. This obviously devalues upper funnel activities like programmatic and paid social, even though they have positively impacted conversion. The most recent update to google analytics, GA4now includes the DDA (data-driven attribution) model, which attributes value to all touchpoints of a conversion journey, which may give a more accurate view of performance.