Brand building is typically seen as a long-term play focusing on changing people's perceptions, while demand marketing is short-term and focuses on changing behaviour. However, brand vs. demand isn't a binary thing, and in so many ways it's an incredibly outdated debate. Today’s most effective marketing blends shifting perceptions and driving action. To grow sustainably, businesses need an integrated approach that delivers in the short term while building long-term value.
According to research by FOSPHA, 60% of revenue is misattributed using pixel based measurement. If you're an e-commerce or D2C brand, using advanced attribution tools, like FOSPHA, is critical for giving you the best possible understanding of your marketing performance.
It's always best to establish your attribution and measurement solutions from the beginning, but it's never too late to embed a measurement focused culture in your organisation.
Show how your marketing plan over the next 6-12 months supports your objectives long-term. Get everything in one place - your segmentation, key target audience, messaging frameworks, and paid, owned and earned activity.
Then, map your short-term marketing activity directly against your objectives to show how it ladders up over time. It's such an important exercise and also helps provide clarity on whether the metrics you're measuring today are setting you up for long-term success of whether they need to be adjusted.
You’ve established your measurement, reporting and marketing strategy - you've got your fundamentals, now it’s time to diversity your channel strategy.
While scale-up businesses may get the best results from doubling down on one channel, for many businesses, experimenting and diversifying channel strategies will get the best results.
Brand building happens continuously as doe listening to the needs of your customers and ensuring you're continuously delivering the value they're looking for. If you’re relying on annual surveys to get customer insights, you’re missing out. Make sure that your marketing continues to engage your customers and potential customers in the places that they spend time.
A great marketing mix strikes the right balance between long term brand building and nudging people to buy. Getting the structural foundations in place by setting up solid measurement practices, aligning marketing approach, brand, tactics and business goals while staying close to what your customers actually want, you canbuild a strategy that delivers results today while setting your business up for success tomorrow.
