La crescita a lungo termine richiede una strategia di marketing equilibrata
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.
Il riequilibrio delle strategie di marketing prima della pandemia da parte di marchi come Gap e Adidas è indice di un importante riconoscimento: Costruire e mantenere un marchio richiede molto più del semplice mantenimento delle vendite. Questo perché la base di clienti esistente di un marchio non genererà abbastanza vendite incrementali per raggiungere la maggior parte degli obiettivi di crescita a lungo termine.
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.
