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 we look at the key stories, offering our view on what they mean for you and the industry. From Corona buying an island to Primark appointing its first chief customer officer, it’s been a busy week. Here is my take.
Intel feels “bullish” about its future, CMO Karen Walker says, as it invests behind its brand to support its “massive growth trajectory”.
If brands really want to empower women they need to ride the ‘fempowerment’ wave with intention, not simply jump on the bandwagon.
Diet Coke is keen to emphasise its connection to fashion as it turns 40, with its Kate Moss partnerships designed to engage “loyal fans” and build equity in the brand.