The presence of a brand on the internet should never be its purpose. Indeed, faced with increasingly tough competition in different sectors of activity, it is important to stand out with correctly promoted products. This is where digital sponsorship takes on its full meaning. This advertising technique consists of more or less similar to sponsorship. Here, the ad will be available on the chosen platform for a specific period . It will not appear in real time , depending on the data collected on users.
Developing a digital sponsorship strategy
Understanding a Sponsor's Objectives
It is impossible to increase your visibility if you do not know the objectives of a sponsor . Does he try to increase sales ? To improve your image with CSR? To launch a new product? To increase the number of their social media ? Improve their SEO ? The objectives concern the details of a digital campaign and guarantee that the tactics and the channels used will work with synergy.
Propose the right target audience to the sponsor
It is not possible to use digital sponsorship without clearly understanding your audience . A brand, in essence, sells to an audience. It is therefore essential to define what we are proposing. The audience a sponsor can reach should be specific and segmented. Concretely, it will be necessary to reach the right individuals based on the variables that are most significant for the sponsor. The more information you have about the target, the more value it will have with the sponsor.
Set a sponsorship budget
Sponsors must embark on a project that can be expensive. By adding value to the various digital activations proposed, they will be able to respect their budget , while knowing that the brand has their financial concerns. When you combine their objectives with the proposal of a brand, it will be easier to get the best return on investment possible.
Channels to target for digital sponsorship
Be present on social networks
More than 51 % of the world's population connects every day on social networks , which makes more than 4 billion active users . Digital channels actually make it possible to reach as many people . This is made possible thanks to sporting, musical, cinematographic content and many more. It is then an interesting ground for digital sponsorship.
Unlike, at 20 years ago, having a computer connected to the Internet at home is today ordinary. In addition, early 2020, we had 5 billion mobile users worldwide. This represents 67 % of the global population with an H24 smartphone in the pocket. Personalization of our individual needs . Advertising ads can be made on several networks. It will be necessary to take into account his target for this. If the target audience is generic is quite wide, Facebook may be enough. On the other hand, if young people are the main target, Snapchat and Tiktok show themselves as better alternatives.
In practice, each page will highlight a brand through advertising banners and/or mentions on publications .
Use influencers
The concept of influencers seems recent to us, although in 1940, Paul Lazarsfeld (an American sociologist) had already put forward it in his work “The People's choice”. According to him, it is enough for a person loved by the people to appear with a candidate in an election, and the masses will follow the trend. Today, these web stars are paid by several companies.
Their advantage is precisely their notoriety. These individuals have an important influence on their community . Their promotion serves as gospel to their fans. They can easily persuade them about the relevance of a good or service.
These individuals typically promote a brand or product on their page (in the form of video, photos, or posts) for compensation . Remuneration can be in cash, but also in kind . Indeed, brands can, for example, give their products as gifts .
Take advantage of competitions
Digital competitions can brand notoriety , encourage people to try products, collect electronic addresses and stimulate commitment on social networks. The sponsors can choose their mode of participation, whether it is the simple presence of a logo or the valiant awards ceremony .
Contests encourage shares, which can increase a brand's reach. For example, if you are simply looking to expand your mailing list, simply ask participants to provide their email address. On the other hand, if the goal is to increase the number of subscribers and encourage engagement, it is possible to request shares.
Benefit from charity
By leaving the world of appearance and the ephemeral, digital sponsorship can also drastically improve the image of a brand. Here, the objective is to give a human dimension to a company's activities. In addition, promoting on a digital medium increases the reach of sponsorship .
For example, it is possible to dress a group of deprived children who will sing on the networks. By displaying the logo of a brand with this promotional technique, it will be much easier to oppose the merits of the brand actions. This can be considered as patronage. But in reality, the brand name is highlighted without signing a contract.
Finally, digital sponsorship is essential to succeed in surviving in the jungle that is currently web Presence on the right channels ensures optimal coverage of the target. Eh yes ! It's not just about being present on all the platforms on the internet . Only those that allow you to achieve your goals are useful. It will then be necessary to clearly set these objectives .
