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What might surprise marketers is this optimal ratio has skewed even higher towards brand building in the digital age. Binet noted 2004-2016 figures pitched the optimum balance to be 60 per cent brand and 40 per cent activation, up from 55 per cent / 45 per cent in 1998-2010. These figures are published by the IPA Databank. What’s contributing to the rising importance of brand building is digital technology, according to Binet. “The digital revolution is tending to leading to increased activation efficiency and so a higher proportion should go to brand. It seems paradoxical, but what’s happening in the digital world means you need to build that brand even more,” he said. “Online brands that sell or reach online need a higher percentage of their spend going to brand building because they already have direct channels to conversion. Digital realisation is leading to increased distribution efficiency, so more emphasis needs to be on brand.” Binet explained sales activation style marketing is about growing physical availability, and is best served by tight targeting and relevant messages. In contrast, brand building is about increasing a consumer’s mental availability for your brand, and is driven by broad reach, emotions and associations. Of course, there is some differences in the way consumers respond to advertising depending on the goods and services being purchased. Higher levels of involvement in a purchase, for example, means brands don’t need to spend quite so much to generate growth, Binet said.
For the original version including any supplementary images or video, visit https://www.cmo.com.au/article/646133/binet-digital-has-skewed-marketers-too-far-into-sales-driven-advertising/
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