Since the rise of digital, which brought with it new and shiny opportunities for marketers to target customers and drive immediate response, brands have struggled to find the balance between performance marketing and brand building. It’s widely acknowledged that both are critical, but the two strategies have been seen as distinct and teams tend to be siloed.
Marketing theory is a constant battle between opposing viewpoints, but an open mind and accurate data set will show you usually need to adopt both perspectives.
Discovery reveals the holistic approach it took when launching its streaming platform earlier this year, as effectiveness expert Tom Roach questions the validity of separating brand and performance.
The travel accommodation business cut sales and marketing spend by 28% to $229m over the first quarter of 2021, “primarily” a result of slashing performance marketing investment.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Advertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.
Home to league leading clubs across five continents, including the Premier League champions, the City Football Group is intent on sharpening its brand storytelling to deliver on its key metric – fan engagement.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the need for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.