Strategi pemasaran yang digerakkan oleh konversi tidak lahir dari pandemi, tetapi kampanye yang berfokus pada penjualan benar-benar menjadi pusat perhatian tahun lalu ketika merek di seluruh dunia menghentikan upaya pemasaran yang lebih luas. Kini, seiring dengan meningkatnya belanja iklan global, penting bagi merek dan pengiklan untuk berpikir lebih dari sekadar jangka pendek-dan basis pelanggan yang sudah ada.
The appeal of conversion-driven marketing is clear, given the ability to register quick, measurable results. That appeal, however, shouldn’t overshadow the importance of brand building, especially for brands that pulled back last year and now need to re-engage with consumers. Even more importantly, brand building efforts are measurable and can be correlated with long-term sales.
To learn more about the tangible impact that brand building has on sales, we recently spoke with Cara Kantrowitz, Vice President, Solutions Consulting, who helps debunk the myth while highlighting how brand building is even more important in light of recent shifts in consumer behavior.
For additional insights, download our recent Brand Resonance white paper.
