O crescimento a longo prazo requer uma estratégia de marketing equilibrada
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.
O reequilíbrio das estratégias de marketing antes da pandemia por marcas como Gap e Adidas demonstra um reconhecimento importante: Construir e manter uma marca exige mais do que simplesmente manter as vendas. Isso porque a base de clientes existente de qualquer marca não gerará vendas incrementais suficientes para atingir a maioria das metas de crescimento de longo prazo.
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.
