09 Jun Rebalancing Marketing Strategy for Long-term Growth
A Good Share.
Like you, we read a lot. Occasionally, we find some really good information we’d like to share, like a recent article published by Nielsen. They looked at rebalancing marketing strategy for long-term growth. In particular, the marketing funnel and how upper, mid and lower strategies must work together to deliver the ROI expected of brands in a post-pandemic economy. Here’s an excerpt and link to the full story.
A brand’s existing customer base won’t generate enough incremental sales to meet most long-term growth goals.Nielsen
“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.
The rebalancing of marketing strategies before the pandemic by brands like Gap and Adidas speaks to an important recognition: Building and maintaining a brand takes more than simply maintaining sales. That’s because…” Read more here.
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