How Incubeta Deploys Cutting Edge Marketing Expertise to Unlock Incremental Profit for Brands

Brands face significant challenges in achieving profitable growth through effective marketing due to the ongoing convergence of media, creative, data, and technology. With every passing day, the opportunity costs of appropriately deploying artificial intelligence and machine learning increase exponentially. Despite this new challenge that marketers face, it is critical to remember that the core elements that drive profitable growth in marketing haven't changed in almost a century. 

Paul Dyson's seminal work on the Drivers of Profitability demonstrates that fundamental principles—such as brand size, creative quality, strategic media planning, and budget allocation—are crucial. Effectively navigating the modern marketing landscape requires not just applying these fundamental principles, but also balancing the application of new technologies like AI to deploy these principles more effectively. Understanding and optimizing marketing maturity can help balance these timeless fundamentals with technological advancements, ensuring effective growth.

Incubeta is a marketing performance company offering a range of digital advertising and marketing solutions to help brands create balance in their priorities. Informed by Dyson's research, Incubeta's team of over 800 marketing experts focus on three core areas to take their client’s businesses further: 1) creative execution, 2) strategic media planning, and 3) optimized budget allocation. 

Data Driven Creative Activation

Incubeta prioritizes creative execution as the most critical factor for delivering ROI. Research from Accelero, Binet & Field, and McKinsey supports this emphasis, indicating that businesses excelling in creativity have the best financial metrics. Incubeta's dedication to creative excellence ensures that its clients' campaigns are not only visually appealing but also strategically effective in driving significant ROI.

For instance, Incubeta’s work with a major FMCG brand led to a three-fold increase in ROI compared to previous campaigns by focusing on innovative and engaging content. Other examples, like Aldi's 2017 Kevin and Katie campaign, demonstrate how superior creative execution can drastically outperform other strategies with similar budgets. These results align with the Accelero study, highlighting creative quality as a key driver of advertising profitability.

Strategic Growth Planning

Strategic media planning is another cornerstone of Incubeta’s approach. Incubeta's expertise in media planning helps brands optimize their media mix, ensuring that each campaign reaches its target audience effectively and efficiently. By analyzing various media channels and their impact, Incubeta ensures that advertising budgets are allocated in the most impactful way, maximizing the return on each dollar spent. To this point, campaigns using a multimedia strategy can achieve a potential ROI multiplier of 2.5, as emphasized by the study.

Incubeta's expertise in strategic growth planning has helped brands worldwide, such as Marks and Spencer, HanesBrands, Charlotte Tilbury, and AutoDesk.

By effectively managing media cost seasonality and the carry-over effect of advertising (often referred to as ‘ad stock’), Incubeta can help clients achieve ROI multipliers of up to 1.6 for media cost seasonality and 1.2 for ad stock management.

Optimized Budget Allocation

Incubeta’s approach to budget allocation involves determining optimal budget levels to maximize ROI without overspending. The Accelero study indicates that increased advertising spend follows a diminishing returns curve, where each additional dollar spent yields slightly less ROI than the previous one. Incubeta assists brands in identifying the most profitable media channels and optimal budget levels across geographies, portfolios, and variants using advanced econometric modeling to provide substantial ROI multipliers. 

In the financial services sector, Incubeta partnered with a leading insurance company to optimize its media planning and budget allocation. This collaboration resulted in a significant boost in campaign effectiveness and profitability. 

AI and Machine Learning Integration

Incubeta has put Al and automation at the front of its business with 15% of its employees dedicated to developing proprietary client solutions. Through Incubeta Technologies, the dedicated business entity for emerging technology, its award-winning “Seamless Suite” is helping advertisers take control of Al and automation, giving them an advantage over those only leveraging in-platform solutions such as PMax and ASC.

This technological integration is crucial for addressing the organizational upheaval that marketing maturity assessments can demand, such as changes in processes, culture, and resources. Mastering AI and machine learning while adhering to fundamental marketing principles — such as those identified by Dyson — enables brands to overcome these challenges. By aligning advanced technology with proven marketing fundamentals, Incubeta demonstrates how achieving marketing maturity can drive significant profitability and enhance campaign effectiveness.

Case Studies and Examples

Incubeta's track record across various sectors speaks for itself, driving a 301% increase in revenue for eBags and a 183% increase in traffic for Frontera. 

For eBags, the strategy included launching paid search campaigns in over 190 countries and partnering with Pitney Bowes to manage international shipping. They addressed challenges with currency conversion by developing a script to handle different currencies, ultimately improving international Google Shopping activity and boosting revenue significantly.

Similarly, for Frontera, Incubeta focused on maximizing seasonal efforts by implementing a tiered CPA model. This involved pulling profit margins for each brand, enhancing paid search efforts for higher-margin brands, and expanding keyword coverage. The result was a significant increase in traffic and revenue, with paid search accounting for 42% of total transactions in Frontera’s best month ever.

Conclusion
In an increasingly competitive marketing landscape, expertise and strategic planning are paramount. Incubeta's focus on creative excellence, strategic media planning, and optimized budget allocation positions it as a vital partner for brands seeking to drive profitable growth. To learn more about Incubeta, visit the website and LinkedIn.

Image Credit: Incubeta

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