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 celebrating marketing effectiveness to learning from Boots’ CFO about how to strengthen the tie between marketing and finance, it’s been a busy week. Here is my take.
BT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
Plans to expand staffing levels have now been recorded for three successive quarters, signalling progressively stronger conviction in employment growth expectations.
Coca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.