Fantastic to see our Head of Marketing Effectiveness Anthony Pey, featured in Decision Marketing and NewDigitalAge's ‘Bellwether Report Roundup’ - Anthony views the individual channel movements as suggestions that advertisers are opting for and seeing value in engaging, brand-led channels to create cut-through as economic conditions improve.
Read more about it here: https://lnkd.in/eyQ2BYfm#bellwetherreport#marketingeffectiveness
Fantastic to see our Head of Marketing Effectiveness Anthony Pey, featured in Decision Marketing and NewDigitalAge's ‘Bellwether Report Roundup’ - Anthony views the individual channel movements as suggestions that advertisers are opting for and seeing value in engaging, brand-led channels to create cut-through as economic conditions improve.
Read more about it here: https://lnkd.in/eyQ2BYfm#bellwetherreport#marketingeffectiveness
The discussion in this thread could be another article in itself...
A common theme in my new biz calls these days is: businesses that have over-indexed on value/volume/newness and built their businesses almost entirely on performance marketing. They suddenly realize they need another lever and come to us, hoping to build a brand retroactively (or, in better cases, rediscover a brand that got lost in a big growth push).
Can you build a brand retroactively? If you've been all performance all the time?
I think you can, but not by simply diving into experiential or launching a funny TikTok. You need to start with a solid foundation—a purpose you legitimately believe in and are putting $$ behind, a legit personality, and the tools to extend that purpose across all your channels.
VP of Marketing | Creative Strategy | Brand & Community Builder | Go To Market Leader | Consumer Obsessed | Brand Advisor/Consultant | Nike Alum
This article is hitting close to home - lots of truth to the comments about brands struggling to stand out with performance-driven marketing tactics in this fragmented marketplace. Anyone else? Would love to hear from you if you have been able to successfully rebalance the funnel without completely getting revenues out of whack. ⌛️
https://lnkd.in/gFy9sAGZ
Over the years I've had the thought, often out load, that marketers tire of their advertising campaigns way before their target consumers do. Mark Ritson has just summarized the quantitative proof of that. He goes further, and very close to the concept of 'marketing courage' that was the subject of our last Marketing Wilderness post. Maybe skip Ritson's very last point...
#marketing#coyotemarketing#businessresults#brandpositioning#mktgwildernesshttps://lnkd.in/eUKFiNEQ
'Many marketers 😕 confuse 😕 the long and short with tactical absolutes. They ask which media are superior for short activations and which ones are for long-term #branding. This is the ❌ wrong ❌ approach. Because while some #media suit one end of the sausage over the other a little more, any medium can serve either master, or both.
This issue comes up a lot when marketers 👞 shoe-horn 👞 #digital media into an exclusively short-term tactical box. It does work well there. But there is no reason that digital media cannot also perform ✔ brilliantly ✔ as long-term #brandbuilding tools too. The long and the short of it, like everything in #marketing, should be media-neutral.'
🤔 What are you thoughts on this? 🤔
Read this opinion piece called 'Brand-building ads boost short-term sales, and now you can prove it' on MarketingWeek to learn more.
'Many marketers 😕 confuse 😕 the long and short with tactical absolutes. They ask which media are superior for short activations and which ones are for long-term #branding. This is the ❌ wrong ❌ approach. Because while some #media suit one end of the sausage over the other a little more, any medium can serve either master, or both.
This issue comes up a lot when marketers 👞 shoe-horn 👞 #digital media into an exclusively short-term tactical box. It does work well there. But there is no reason that digital media cannot also perform ✔ brilliantly ✔ as long-term #brandbuilding tools too. The long and the short of it, like everything in #marketing, should be media-neutral.'
🤔 What are you thoughts on this? 🤔
Read this opinion piece called 'Brand-building ads boost short-term sales, and now you can prove it' on MarketingWeek to learn more.
https://lnkd.in/eKxNtg7w
'Many marketers 😕 confuse 😕 the long and short with tactical absolutes. They ask which media are superior for short activations and which ones are for long-term #branding. This is the ❌ wrong ❌ approach. Because while some #media suit one end of the sausage over the other a little more, any medium can serve either master, or both.
This issue comes up a lot when marketers 👞 shoe-horn 👞 #digital media into an exclusively short-term tactical box. It does work well there. But there is no reason that digital media cannot also perform ✔ brilliantly ✔ as long-term #brandbuilding tools too. The long and the short of it, like everything in #marketing, should be media-neutral.'
🤔 What are you thoughts on this? 🤔
Read this opinion piece called 'Brand-building ads boost short-term sales, and now you can prove it' on MarketingWeek to learn more.
https://lnkd.in/eKxNtg7w
