Why it matters
Marketers are realising that a combined strategy of brand building and sales activation is the best approach for long term success. For many advertisers this means moving budget away from short-term activation into longer term brand building – possibly accepting an initial drop in sales now for a stronger brand and a better return in the future.
Takeaways
- Recently there have been two shifts in marketing theory:
- a realisation that digital/activation media are often over-estimated through attribution models
- a growing bank of evidence that brand building is a vital part of marketing that should typically attract more...