La croissance à long terme nécessite une stratégie marketing équilibrée
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.
Le rééquilibrage des stratégies de marketing avant la pandémie par des marques comme Gap et Adidas témoigne d'une prise de conscience importante : La construction et le maintien d'une marque ne se limitent pas au maintien des ventes. En effet
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.
