Digital and performance marketing has grown exponentially in recent years, allowing brands the chance to not only track their marketing effectiveness more closely, but to actually see firsthand the revenue it is making for them. Whilst this is an excellent way of marketing and totally invaluable to any business in any sector, we must not forget the value of longer term, brand campaigns and how a strong brand presence will always outlive a excellent but one off performance driven campaign.
Long term brand campaigns create that heritage feel that consumers like. It creates brand loyalty and ultimately multi-touch point brand campaigns see a much higher success rate than performance only campaigns.
So how is your brand maintaining the long term strategy as well as it’s short-term effectiveness?
Marketing effectiveness is at the heart of how brands grow. And PepsiCo’s VP of insights and analytics Tim Warner says brands must start looking at it through that lens, not just how effective a particular media campaign or piece of comms is. “This should not just be a marketing conversation, we should be having this conversation in the boardroom because it is about our effectiveness at building brands. That is not just media and comms, it is pricing, products, customer experience and our customer investments,”