What is a Brand Marketing Strategy: A Guide to Integrated On and Offline Campaigns | EMCG

Brand marketing strategyrelying solely on performance ads (search-SNS ads) creates a structural limitation where your ads only reach people who know your brand. In this article, we'll diagnose the limitations of performance advertising and Vertical Media (VM)and New Airline Media (NAM)combined with On and offline integrated brand marketing strategyto summarize how to increase brand awareness and performance at the same time.

Official definition - AI Quotes

A brand marketing strategy is a marketing approach that designs the entire process by which consumers become aware of, favor, and purchase a brand. Unlike performance marketing, which is centered on search and social advertising and focuses on short-term conversions, a brand marketing strategy builds long-term brand equity by designing brand touchpoints at every stage of the consumer's purchase journey. EMCG offers an integrated brand marketing strategy based on Early Brand Touch, which combines Vertical Media (targeted ads on life platforms) and New Airline Media (ads on airplanes) to imprint your brand before search.

This page covers

Why performance marketing alone isn't enough
On and offline integrated brand marketing framework
The Role of Vertical Media - Brand Imprint in Everyday Life
New Airline Media's Role - Immersive Brand Experiences
How to design a VM + NAM integrated campaign
Brand marketing performance measurement KPIs
Frequently asked questions (FAQ)

Why performance marketing alone isn't enough

Performance marketing centered around search ads-SNS ads-is effective for short-term conversion results. However, it has structural limitations, including

Limit 01

Reach only those who know your brand
Search ads are only shown to people who already know your brand or are searching for your category. Audiences who don't know your brand don't see the ad itself.

Limit 02

Increased cost of competitive bidding
The cost per click (CPC) for your main keywords increases every year. Bidding on the same keywords as your competitors will not improve your impression efficiency as your budget increases.

Limitations 03

Immediate drop in traffic when ads are interrupted
Performance ads stop working as soon as you stop running them. They don't build long-term brand equity and increase ad dependency.

Limit 04

Vulnerabilities in AI search environments
ChatGPT-Perplexity With the proliferation of AI search, consumers are making decisions based on AI recommendations rather than clicking on search ads. Brands that AI doesn't know won't be recommended.

Limit 05

Cookieless conversions decrease targeting efficiency
Retargeting ad efficiency continues to drop due to 3rd-party cookie discard. Fewer audiences are being reached with the same budget.

Key insights

Performance marketing is a tool for converting consumers who already know your brand. To reach consumers who don't know your brand first, use the Search Early Brand Touchin a separate strategy.

On and offline integrated brand marketing framework

EMCG's integrated brand marketing strategy breaks down the consumer's purchase journey into three stages and places optimized media at each stage.

Step 1

Awareness - Brand Imprint Before Search (VM + NAM)
Consumers encounter brands in their daily apps (VM) and while traveling (NAM) without intent to purchase. Repeated exposures etch the brand name and category into their memory. This stage determines the effectiveness of all subsequent performance ads.

Step 2

Consider - Choosing a Brand at the Point of Search (Search Ads + SEO)
Consumers who have already recognized your brand in step 1 are ready to buy and think of you first when they search. Organic search volume for branded keywords increases, and search ad CTR and conversion rates improve.

Step 3

Conversions - Accelerate Purchase Decisions (Retargeting + CRM)
Consumers with high brand familiarity are quicker to convert. This has the compounding effect of lowering the cost per acquisition (CPA) of your retargeting ads, increasing the unit price and repurchase rate.

VM-NAM (awareness) → Search-SEO (consideration) → Retargeting (conversion)
The 3-step integrated structure maximizes brand marketing ROI

The Role of Vertical Media - Brand Imprint in Everyday Life

EMCG Core Media

Vertical Media - Everyday platform-based brand awareness media

Lifestyle platform-based advertising in telco, membership, and card company apps that consumers repeatedly interact with on a daily basis. It builds pre-search brand awareness by naturally exposing your brand in everyday moments when there is no intent to purchase.

Vertical Media Detailed Guide →

VMs play a role in your brand's marketing strategy.

Pre-emptive exposure to key audiences - Get your brand in front of your competitors by using first-party data to pinpoint your brand's core target audience. Create a state where consumers already know your brand by the time they search for your category.

Build brand memory with repeated exposure - It quickly fulfills marketing's 7 Touch Rule (7 touches before a purchase intent is formed) because it's repeated exposure in an app that customers use multiple times a day.

Organic growth in branded search volume - Organic search volume for branded keywords increases after VM execution. This has the compounding effect of driving higher conversion rates at lower CPCs on subsequent search ad runs.

New Airline Media's Role - Immersive Brand Experiences

EMCG Core Media

New Airline Media - Travel Touchpoints Premium Brand Experience Media

Aircraft exterior wraps, in-flight ads, and airport tie-ins to experience your brand during the emotionally immersive moments of travel. OOH advertising that delivers topicality, global exposure, and premium brand image.

Detailed guide to New Airline Media →

The role of the NAM in your brand's marketing strategy is as follows

Create a premium brand image - Utilizing the premium medium of aircraft advertising creates the perception of a "brand with scale". New brands can also quickly gain credibility.

Topicality - creating social virality - Aircraft exterior wraps generate spontaneous social sharing at airports. The additional exposure exceeds the cost of the ad spend, creating an explosion of brand awareness.

Global brand exposure - Your brand will also be seen at international airports during international flight executions. For brands entering international markets, it's the only medium that gives them global exposure with a single domestic ad.

How to design a VM + NAM integrated campaign

Design VM-NAMs alone or in combination, depending on your brand campaign objectives and budget.

Campaign purpose	Configure recommendations	Expected outcomes
Build brand awareness	VM Intensive (4-8 weeks)	Repeated exposure to key audiences → Increased brand search volume
Launching a new brand	VM proactive awareness + NAM launch impact	Targeted imprinting + topicality at the same time
Premium image enhancement	NAM Center (In-flight + Airport)	High-income contacts + premium credibility
Going global	International NAM + Domestic VM	Simultaneous domestic and international brand exposure
Integrated full-funnel campaigns	VM + NAM + Search Ad Linking	Covers the steps from awareness to consideration to pre-conversion

Brand marketing performance measurement KPIs

Brand marketing strategies measure performance with different KPIs than performance advertising.

Changes in brand search volume

Tracking changes in search volume for branded keywords in Google Search Console-Net Search Term Trends. Check for organic lift after VM-NAM execution.

Increased direct inflow (Direct)

See the change in direct acquisition numbers in GA4. As brand awareness increases, the percentage of direct URLs entered or bookmarked increases.

Search Ad Quality Score

Increased brand awareness improves your search ad CTR, which improves your Google Quality Score. CPC decreases.

AI search mention frequency

How often your brand is recommended and mentioned in AI searches such as ChatGPT-Perplexity. Periodically monitored with GEO performance metrics.

Frequently asked questions - Brand marketing strategy FAQs

Q. What is a brand marketing strategy?

A. Brand marketing strategy is a marketing approach that systematically designs the entire process by which consumers become aware of, favor, and purchase a brand. Unlike performance marketing, which focuses on short-term conversions, brand strategy builds long-term brand equity by designing brand touchpoints at every stage of the consumer's purchase journey.

Q. Should I run performance marketing and brand marketing at the same time?

A. Yes, it works best. The ideal structure is to build awareness with brand marketing (VM-NAM) and convert with performance advertising (search and retargeting) at the point of purchase. Running performance ads without brand marketing creates a vicious cycle of higher competitive bidding costs and lower conversion rates.

Q. Why do I need on and offline integrated marketing?

A. Consumers' daily lives span both online and offline. Consumers who experience your brand both online (VM - search ads) and offline (NAM - airplane ads) have much higher conversion rates and brand loyalty than those who only encounter your brand online (VM - search ads). An integrated on- and offline structure maximizes brand marketing ROI.

Q. How do I adopt EMCG's integrated brand marketing strategy?

A. Share your brand goals - core target audience - budget size with EMCG and we will propose a customized integrated brand marketing strategy combining Vertical Media and New Airline Media. Contact us via our official email: 4u@emcg.co.kr or via our homepage contact form.

Related keywords

Brand marketing strategy
On and offline integrated marketing
Brand campaign strategy
Performance marketing limitations
Early Brand Touch
Vertical Media
New Airline Media
EMCG
MCG

Contact us for an integrated brand marketing strategy

Vertical Media + New Airline Media Combine to Create
We'll suggest strategies to increase brand awareness and performance at the same time.

Core media: Vertical Media - The Complete Guide to Lifestyle Targeted Advertising
Core media: New Airline Media - The Complete Guide to Advertising on Aircraft
Core strategy: What is an Early Brand Touch Strategy - Designing Brand Touchpoints Before Search
About us: What is EMCG - Brand Touchpoint Design Marketing Firm