Nielsen’s EVP of Marketing Analytics Tina Wilson and American Family Insurance’s VP of Marketing Sherina Smith took the Brandweek stage to discuss the benefits that both short- and long-term initiatives deliver along the path to sustained brand viability.
Amid the global semiconductor shortage, U.S. auto manufacturers will need to focus on brand-building marketing efforts to stay top-of-mind with consumers until supplies normalize.
An over-reliance on short-term sales drivers among many brands results in an unbalanced marketing strategy. In marketing, balance is key.
The appeal of conversion-driven marketing is clear, given the ability to register quick, measurable results. However, that shouldn’t overshadow brand building.
With the right measurement and creative thinking, marketers can ensure their tactics map to specific objectives that move their business forward.
Marketers need to think about using both brand and growth marketing tactics instead of doubling down on one for a quick win.
Having an agile solution, focused on granular insights, across all channels in the consumer journey has become table stakes for the modern digital marketer, and savvy marketers are not compromising on any facet.
Long-term business vitality requires more than short-term activations, and holistic marketing requires a balance of short- and long-term activation strategies.
There are signs of a rebound across sectors, but that doesn’t alleviate the need for marketers to stay focused on the effectiveness of their marketing spend.
Learn more about how both traditional financial institutions and financial disruptors can win with consumers in this new digital banking age.