That sales were down because they realiz they were focusing too much of their spending on bottom-of-the-funnel activities. For example, Old Navy report that in late 2019, the company lost sales because they shift too much of their budget to the bottom of the funnel, ran promotion-orient activities, and did not invest enough in in-funnel brand messaging.
The same is true for Adidas. The company found that brand advertising actually drove 65% of its sales across wholesale, retail and e-commerce. However, more than 75% of the spending was on performance marketing at that time.
Finally, we ne to start training marketers who can understand all there is to know about marketing
We have mov beyond talking about digital marketing versus other forms of marketing. We ne to start integrating all channels across all channels. While certain channels require unique talent, we ne to start thinking albania phone number library about training a holistic marketer. Vineet Mehra, global CMO of Walgreens Boots Alliance, in an interview articulat well the importance of building “unicorn talent” that combines digital expertise, brand storytelling, and user experience and design. I would probably go as far as to say that a holistic marketer ne s to understand brand strategy and how it applies across the entire marketing mix.
To be sure, not everyone will agree with me
We all bring perspectives from our own industries, training, and experiences. However, I firmly believe that calling parts of the funnel “brand marketing” vs. “performance marketing” is not an accurate ai platforms are changing the game somewhat reflection of how we should be thinking about marketing today. So what terminology do I think should be us instead? I suggest you speak only of top of funnel strategy vs. bottom of funnel strategy. Or, speak to specific channels cell p data themselves, like paid digital or SEO or SEM. And start training people to think more holistically about brand and how it applies across the entire purchase funnel. Only then do I think you can get lasting, long-term results from branding and marketing—building brand equity and optimizing marketing effectiveness and efficiency.
