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?