Advertising & Paid Media
Why is brand building more important than chasing short-term sales?
Answered independently in 2 episodes, by 2 different people. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01Per the Nielsen branding report, a diversified marketing approach that funds top-of-funnel brand tactics is required; sales-only performance marketing eventually leaves you scraping the bottom of the funnel. source →
In their words
What 2 people actually said
We've gotten so performance and sales driven, which I understand. Every CMO's got their feet to the fire for driving ROI, totally get it. But the importance of a diversified marketing platform and approach, not forgetting the top of the funnel and those brand driving tactics.
By the time you get to millennials and Gen Z, it's 17% of them express that same brand loyalty. That's the bad news. But I would agree with you that performance marketing has shown us that the answer is not just the race to the bottom.
The episodes
2 episodes answer this
Also asked as