Langfristiges Wachstum erfordert eine ausgewogene Marketingstrategie
Marketers have always been pressured to deliver measurable ROI for their efforts, but the demand for growth has sharpened as the world looks toward a post-pandemic future. As the learnings of several multinational brands suggest, that growth must be addressed with balanced marketing strategies that re-elevate upper-funnel, brand-building efforts to work in tandem with the mid- and lower-funnel efforts.
Die Neuausrichtung der Marketingstrategien vor der Pandemie durch Marken wie Gap und Adidas spricht für eine wichtige Erkenntnis: Der Aufbau und Erhalt einer Marke erfordert mehr als nur die Aufrechterhaltung des Absatzes. Das liegt daran, dass der bestehende Kundenstamm einer Marke nicht genug zusätzliche Umsätze generieren wird, um die meisten langfristigen Wachstumsziele zu erreichen.
Importantly, upper-funnel marketing efforts are a lever to drive sales. They also generate an array of ancillary benefits that can drive the efficiency of sales activations. This paper delves into the importance of a balanced marketing strategy and the benefits that both short- and long-term initiatives deliver along the path to sustained brand viability.
