Subhojit Nandy的动态

As a former Performance Marketer, it's great to see the evolution towards integrated marketing discussions. While the technical aspects are resolved, strategically, this brings a solution to a common issue: We believe that pitting brand building and performance marketing against each other for budget and attention unnecessarily damages the effectiveness of both. Our approach is different. We create metrics that measure the effects of brand-building and performance-marketing investments on a North Star metric for brand equity.

Brand vs. Performance Marketing: A Dynamic Duo! ?? Brand marketing builds awareness and trust (think long-term). Performance marketing drives immediate action (think clicks and conversions). The magic? ? Strong brands see better performance! Why? Because: ?? they're better known about, so get a bigger share of the opportunities that come along ?? they've already established their bona fides and are seen as credible by their audiences ?? they're more trusted, and trust leads to clicks and purchases because it helps to remove the fear of buying Brand marketing is the Batman in our dynamic duo - he has more tricks and does most of the heavy lifting. Performance marketing, on the other hand, is Robin - he might not seem to be much use a lot of the time, but is always there at the end when it counts! If you want to increase your chances and grow more rapidly, this is the trick to doing so and doing it consistently: invest up to 80% of your promotional marketing budget in upstream brand marketing activities and around 20% in performance marketing. This way, you're regularly in front of your target audience over the long term, slowly building a connection, and ensuring that you're 'front of mind' when they are ready to buy. If you rely too heavily on performance marketing - focusing mostly on trying to get in front of and activate potential customers when they're already in a buying frame of mind - you have no time to create brand familiarity and affinity, and only a limited opportunity to try and showcase your credentials and secure people's trust. This means that success often comes down to two things: price and luck. And who wants to win in a race to the bottom, but by chance? ?? #marketing #branding #performance

How Brand Building and Performance Marketing can work Together....

A return to the brilliant basics of brand planning (PLEASE!)... Post-pandemic marketing budgets have been slashed by a third, leaving businesses desperate for growth. The solution? It's less about AI and gaining efficiencies and more about getting back to the basics of higher-order marketing planning. This includes the media mix, which typically is the biggest portion of any marketer's budget. Yet, rarely is strategic muscle applied against it to create unique competitive advantage. So, what to do? Cut back on paid media. Reallocate spend to focus on earned, owned, and shared. Focus on fewer, better engagements at the crucial touchpoints along your target customer's decision journey – with emphasis on acquisition, retention, and advocacy. Re-orient marketing to prioritize going deep, not just broad – like most Cannes Lions celebrated advertising does. This requires research investment into consumer insights. Remember WOM is the #1 channel that unlocks business growth and builds brand love – because ultimately all your brand is, is the position it holds in the minds of people. Spend less money and time on ignorable "performance" creative and media. And invest more in brand equity building content and marketing programs with the legs to grow your brand's meaningfulness over time. #communicationsstrategy #brandplanning #mediamix #advertising

Performance marketing vs brand: it's not an either/or. It's a yes, and! Of course you want your marketing to give you a direct injection of clicks, leads, and sales. You want to see marketing move people through the buying journey. The reality is, when we push too hard on transactional activities, we can risk our larger brand performance.? The reputation we have with customers? ?? As an innovator ?? As trustworthy ?? As relevant But brand building is so often on the backburner, seen as a long-term effort that's not as directly tied to business metrics.? So how do we change that?? ?? We level up our metrics.? 4 things marketing leaders need to think about:? 1. How can you better attribute awareness and advocacy to business outcomes? 2. How can you better quantify the alignment between customers and the brand? 3. How can you better measure affinity and loyalty? 4. How can you tie brand marketing initiatives to changes in these metrics over time?? Our emotions influence our purchase decisions, and it goes deeper than the way we feel about a particular ad or email. It's built into the very core of our associations with a brand name.? We need performance and brand marketing to shake hands if we're going to hit goals now and keep our audiences close in the future.

Balancing performance marketing & brand-building is the key to sustainable growth. Performance campaigns drive quick wins like clicks / conversions, while branding fosters long-term loyalty & amplifies your overall marketing impact. Together, they create a strategy that’s both immediate & enduring. Check out this blog post to discover how to properly align these approaches for maximum results!

Excellent read as so many brands are now approaching how they will spend their 2025 marketing budgets. Striking the balance between investing in brand building marketing versus performance marketing can be tricky! I often see brands putting an over-emphasis on spend in performance marketing because it shows the most immediate ROI in the short term. However, brand building marketing is the most longterm inssurance policy for building brand equity. As we all saw through Covid, brand equity stands the test of time and makes your brand recession proof. So do not overlook the importance of investing in brand building specific strategies! “Performance-marketing metrics don’t typically account for the impact campaigns have on brand equity and long-term value growth. That has the nasty side effect of generating false positives. For example, price-point performance-marketing campaigns may be increasing click-through rates—but with the wrong audience and in ways that work against brand growth with the right audience (as defined by the company’s brand-growth strategy). “ Here’s to a killer 2025 for all!

Many boardrooms have a marketing deficit and a strategic blind spot. 4% of FTSE 100 companies have marketing representation at board level. This single stat reveals a profound strategic failure in modern business, and exposes a structural weakness, and a fundamental misunderstanding of how value is created in contemporary markets. The architecture of successful businesses demands deep customer understanding, precise positioning, and strategic brand building to drive sustainable growth. Yet bizarrely, the function responsible for these critical elements remains consistently excluded from top-level decision making. The empirical case for marketing's strategic importance stands unassailable. Strong brands command price premiums averaging 19% over equivalent products. Customer centric companies outperform their peers by 80% in revenue growth. Organisations with strong marketing leadership demonstrate superior long-term shareholder returns. Despite this evidence, we've created a peculiar paradigm where marketing operates as a tactical function rather than a strategic driver. This is equivalent to Manchester City relegating Erling Haaland to selling match programs while wondering why their goal conversion rate keeps declining. This misalignment breeds predictable and costly outcomes. Strategic decisions emerge without customer insight. Short-term sales activation dominates over brand building. Pricing power diminishes. Competitive differentiation weakens. The compounding effect manifests in declining market performance and eroding shareholder value. And the remedy doesn’t require a complex reorganisation, rather the courage to elevate marketing to its rightful strategic position. This means board-level marketing representation, long-term investment horizons, genuine accountability for business growth, and complete integration with strategic planning. Companies integrating marketing at the highest level consistently outperform those maintaining traditional hierarchies. The correlation appears across industries, markets, and time periods. The data speaks with remarkable clarity. The next few years belongs to businesses that recognise marketing as the essence of modern business strategy. The empirical reality is stark: companies can either adapt to this truth or watch their market position slowly erode. Market leadership in the coming years won't be determined by incremental product improvements or operational efficiency alone. It will flow to organisations that position marketing where it belongs - at the heart of corporate strategy and leadership. While your competitors continue to treat marketing as a service department, remember this……in ten years' time, you won't be explaining why marketing needed a seat at the board. You'll be explaining to shareholders why you failed to give them one.

I can't believe I'm saying this, but I miss the days when the ad industry was arguing about Brand VS Performance. Because now that everyone has reluctantly agreed you need a mix of both, there are endless platitudes and yammering pundits downplaying the distinction between Brand Marketing and Sales Activation/Performance Marketing. But you can’t portmanteau away the fact that they are fundamentally different—albeit complimentary—tasks. As always in the marketing of marketing services, if someone is trying to make something sound easy, they’re probably just not doing it right. The truth is that pivoting from a pure performance approach is hard, and takes discipline and brave decision making. So here is my rundown of the most common decision-making pitfalls of marketers trying to make the Performance-->Brand Leap. https://lnkd.in/evguW6Kp #marketing #brandstrategy #performancemarketing

We've all faced or continue to face "performance vs. brand" debate at some point in our careers, trying to balance short-term ROI with long-term brand growth. Mark Ritson's article in Marketing Week dives deep into why the concept of "performance branding" doesn't work and stresses the importance of separating brand-building from performance marketing. It’s a reminder that merging the two can weaken both efforts. It’s a tough argument to navigate, but it’s one that shapes our strategic thinking. Check out the full article here: https://lnkd.in/dQ96WwEx