“When starting a new campaign, should I prioritise sales activation or brand building?”
Here at JPIMedia, this question is on many of our customers’ minds. So we want to stress to them (and to you) the importance of having a marketing strategy that combines both.
But you might be asking yourself what the combination should be. Well, thanks to brand and marketing experts Les Binet and Peter Field, there is a golden ratio for brand-sales. The science-minded pair discovered that devoting 60% of your marketing spend to brand building and 40% to sales activation is the best way to get results.
Yes, it may surprise you that brand building gets the larger slice. But at the end of the day, it’s about engaging your customers from top to bottom of the marketing funnel.
Click here to view the full report - Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era