Typically, brand building is a long-term and focuses on changing people's perceptions, while demand marketing is long-term and focuses on changing behaviour. Businesses need to take an integrated approach to brand and demand marketing to win overall - hitting targets in the short term and setting your company up for ongoing success

1. Establish measurement and reporting

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.

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2. Demonstrate how your strategy supports your long term objectives

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.

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3. Experiment and diversify your channel strategy

You’ve established your measurement, reporting and marketing strategy - you've got your fundamentals, now it’s time to diversity your channel strategy.

• Which channels and messages are working well?
• Where can you increase or decrease investment to meet your goals?
• Which creative needs updating?

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.

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4. Listen to your customers and keep optimising

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.

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