What is Mediacommerce?
Mediacommerce is a custom solution developed by STROOM to break through our clients' growth ceiling. Our unique data-driven approach makes media investments fully accountable, with business results leading the way. With Mediacommerce , we combine performance marketing and branding to strike an optimal balance between short-term results and long-term growth.
The performance plateau and the solution
One way to visualize the growth ceiling challenge is the performance plateau, as described by Kite & Roach in 2019. This model shows the effects of performance marketing and branding, and how the two disciplines affect each other. Many e-commerce companies have become addicted to short-term performance through rapid growth with low investment and favorable Return on Advertising Spend (ROAS). However, sooner or later everyone encounters the performance plateau.
This plateau marks the moment when you can't convert more demand than there is. Where every euro you invest no longer pays off well. Often brands only begin to invest in branding at this point, when they should be doing so earlier. By investing in branding upfront, you create a preferred position that leads to better click and conversion rates and more efficiency in your performance layer.
Balancing branding and performance
Branding focuses on building a strong, recognizable brand identity that builds trust and loyalty among consumers. Performance marketing, on the other hand, focuses on measurable, immediate results such as clicks, leads and conversions. Together, branding and performance ensure that each marketing campaign contributes not only to immediate business goals, but also to broader brand objectives.
For each brand, the optimal balance between branding and performance is different. To grow, both "wheels" are important. Demand generation (long-term) is needed to expand demand, while demand conversion (short-term) is needed to convert this demand into actual sales. The combination between branding and performance plays a crucial role here.
How Mediacommerce works
With our method, Mediacommerce, we actually put performance plateau theory into practice. We help companies not only focus on short-term results, but also strategically invest in branding for sustainable growth. Our data-driven approach ensures that every media investment is justified and contributes to business results.
The unique approach of STROOM
At STROOM , we believe that growth does not stop at reaching the performance plateau. Our custom solution Mediacommerce helps brands break through this barrier through a smart combination of branding and performance marketing. Using data analytics and strategic planning, we ensure that our clients achieve and maintain a preferred position in their market.
Conclusion
Mediacommerce is more than a marketing strategy; it is an integrated approach that helps companies reach their full growth potential. By balancing demand generation and demand conversion, and thereby properly combining branding and performance marketing, Mediacommerce ensures sustainable growth and maximum ROI. STROOM is ready to help, break through the growth ceiling and take the brand to new heights with Mediacommerce. Together we realize the business goals and ensure lasting success.
Want to know more? Feel free to get in touch at contact@stroom.com