As estratégias de marketing orientadas para a conversão não nasceram da pandemia, mas as campanhas com foco em vendas realmente assumiram um lugar de destaque no ano passado, quando as marcas de todo o mundo pausaram seus esforços de marketing mais amplos. Agora, com o aumento dos gastos globais com publicidade, é importante que as marcas e os anunciantes pensem além do curto prazo - e das bases de clientes existentes.
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.
