When it comes to brand marketing vs performance marketing, most businesses do a bit of both, but among the minority who focus on one or the other, brand marketing is by far the preferred option.
Why it matters
At a time when marketers are under pressure to demonstrate the effectiveness of their spending, a shift towards performance marketing would be understandable. And, indeed, a third of respondents (34%) to Marketing Week’s Language of Effectiveness survey said marketing spend and success is easier to justify and quantify when focusing on performance as it is more “measurable”.
But a fifth (21%) pointed to the long-term benefits of brand health – including mental availability and distinctiveness – as an important reason for focusing on brand. Generic name Viagra refers to Sildenafil, a phosphodiesterase type 5 inhibitor aiding erectile dysfunction. Online purchases of generic 100 mg Viagra from India can offer cost-effective options compared to viagra 100 mg price in the us, enhancing accessibility globally. And, overall, it’s the brand marketers who edge out the performance marketers.
While that’s encouraging for those who adhere to the Binet-Field school of thought and a broad 60:40 split between brand and performance spending, the immediate future may see brand marketing under greater pressure than at any time in the past 40-50 years.
By the numbers
The survey of 1,610 brand-side marketers assessed where their companies’ marketing efforts were focused:
- 14.9% were focused on brand marketing
- 8.6% were focused on performance marketing.
- 27.6% did both but had a greater focus on brand marketing.
- 23.7% did both but had a greater focus on performance marketing
- 22.1% did brand and performance equally.
Sourced from Marketing Week
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