“Online purchases represent a bigger and bigger share of customer acquisition—and that makes digital media increasingly important for us,” explains Borja Berzosa, Digital Strategy Team Lead for Vodafone Spain. “Consideration and branding matter too, of course, but performance is the most important area of all. The focus of our team is increasing sales by reaching the right audiences and finding efficiencies that lower our cost per acquisition (CPA).”
Where does a digital marketing team look for the performance advantage that can deliver increased sales at reduced cost? As Specialist Marketing Communications and Biddable Media Lead, David Llamazares Presa, explains: It comes down to earning the right to innovate.
“The digital environment is evolving day by day, and if you don’t move quickly when new platforms and opportunities appear, you quickly get left behind,” he says. “Our approach aims to balance stability and innovation. We have always-on digital channels like search marketing that provide us with a dependable flow of sales—and that provides us with the opportunity to test and activate new channels as they emerge, and see if they can become part of that always-on portfolio.”
The launch of the Microsoft Audience Network in Spain provided just such an opportunity—and one that Borja and David were quick to respond to. “We have a very good relationship with our Microsoft team,” says Borja. “They understand the telco sector, they understand our focus on innovation, and they understand the types of opportunities that are a good fit for us. When they told us about the Microsoft Audience Network, we knew it was something we wanted to test.”