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.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Dr Martens’ price resiliency to UKTV uniting its streaming and linear offer under U, it’s been a busy week. Here is my take.
We arm you with all the numbers you need to tackle the week ahead.
Private label products have been eating into the market share of branded labels for years now. It can be argued, though, retailers are not doing enough to solidify this trend by engaging with will make them stick around long-term: brand building.
From Barbie to McDonald’s to Heinz, the Marketing Week team reveals the first six campaigns that make up our best of 2023.