Pertumbuhan jangka panjang membutuhkan strategi pemasaran yang seimbang
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.
Penyeimbangan kembali strategi pemasaran sebelum pandemi oleh merek-merek seperti Gap dan Adidas menunjukkan sebuah pengakuan penting: Membangun dan mempertahankan sebuah merek membutuhkan lebih dari sekadar mempertahankan penjualan. Hal ini dikarenakan basis pelanggan yang ada pada merek apa pun tidak akan menghasilkan penjualan tambahan yang cukup untuk memenuhi sebagian besar tujuan pertumbuhan jangka panjang.
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.
