DSG
Back to Market Insights
digital-marketingNovember 20257 min read

Broadbrand: Marketing as a Service

Introduces Broadbrand's Marketing-as-a-Service model, explaining how brands can outsource marketing functions for on-demand, data-driven strategies at lower cost. Covers the shift from personalisation as a differentiator to a necessity, and how managed services address skills gaps and budget constraints.

YA

Yaron Assabi

Group Founder & CEO

Broadbrand Marketing as a Service

Photo by Broadbrand on Pexels

Broadbrand: Marketing as a Service

It is not a typo. It is the name we decided to give our marketing business which started with a deep digital and mobile focus in 2012 but is now evolving into a comprehensive "marketing as a service" enabler.

The name always trips people over as they are used to saying "Broadband," and we therefore felt that it would make them pay attention to our brand when auto-correct highlights the mistake as you type it.

We also like the name because it complements our MVNE business. Because our MVNO customers offer broadband, in turn, we can offer them better reach and richer marketing solutions through Broadbrand.

Mobile Data: The Most Precise Consumer View

When we started the business, we wanted to help companies shift their marketing budget to digital and mobile. Our focus on customer needs and the evolution of mobile technology created a front-row seat into who consumers are and what their preferences are. It allowed us to turn the insight into more relevant marketing with better results.

Because mobile has become such a dominant device in consumers' lives, mobile data gives us the most precise and current view of any individual consumer, allowing us to create an extremely personalised customer experience.

Personalisation: From Differentiator to Necessity

The adoption of personalisation and recommendation technology enables businesses to not only serve their customers better while at the same time making them more entitled than ever before. Personalisation has ceased to surprise and delight consumers - it's expected and no longer considered a competitive advantage.

This shift means that personalisation is becoming more of a marketing necessity and must be included in a brand's marketing and advertising strategy to keep pace with customers' needs and desires.

Marketing-as-a-Service

Changing your marketing model is an excellent way of enhancing your competitiveness and profitability. It gives your business greater visibility to acquire more customers or wallet share and therefore revenue at a significantly lower cost.

Marketing-as-a-Service is an agile, tailored solution that supports your marketing functions by delivering on-demand, value-based marketing services from strategy development to execution. Based on an EY survey, 84% of organizations are turning to managed services to address the shortcomings of their current operating model.

COVID-19 has accelerated businesses' need to move operations across to a managed services model. Your in-house marketing team may not have all the skills you need to meet the demands of modern-day marketing strategies. Budgetary constraints may hinder you from hiring top talent and procuring the latest marketing tools for a high return on investment.

Precision Marketing in Tough Times

According to BCG, brand marketing is an easy target when CMOs face pressure to shrink budgets in times of uncertainty. We believe that when times are tough it is an excellent opportunity to focus on precision marketing. You can transform your business-marketing model with outsourced marketing services for more cost-effective, performance-based marketing solutions.

We assess your marketing model to determine existing gaps, such as inadequate staffing, redundant technology, or challenges in marketing skill sets. We then customize solutions that fill those gaps to deliver marketing solutions in line with your business strategies and objectives for customer acquisition, retention, wallet share enhancement, and an overall lift in customer lifetime value.

Why This Service Is Unique

It delivers high-impact marketing at a lower cost. It focuses on data-driven strategies and decision-making. It leverages new marketing technologies for scale. It adheres to the latest market requirements and compliance. It adapts industry's best marketing practices provided by the MMA and IAB. It is a long-term solution that can drive continuous growth.

#DoingSomethingGreat is helping people experience your brand through behavior-driven insights and reaching your customers when and where it matters most. We believe that successful advertising and marketing comes from meaningful, relevant interactions with your customers.