Post by account_disabled on Dec 27, 2023 2:16:06 GMT -5
The discussion about the proper balance between branding and performance marketing was some time ago extraordinarily loud and high in decibels in the marketing industry. The trigger for such a loud debate were statements by Simon Peel , global media manager at adidas, who did not hesitate to affirm that his company had invested for too long in digital advertising (focused above all and above all on sales). ) and had, however, left branding in the background. But how do marketers currently deal with branding and performance marketing (two disciplines that are as quick as oil and water) ? To answer this question, Sportfive and Onefotball put 50 brand managers assigned to different activity segments under the microscope in a report carried out in Germany. All the brand managers interviewed in their study by Sportfive and Onefootball manage advertising budgets of more than one million euros. And one in ten manages budgets of more than 50 million. Taking into account this fact (not at all trivial), it is worth taking into consideration that those who have advertising budgets of more than 50 million euros per year invest only 15% of their budget items in performance marketing.
On the other hand, at a general level, spending on performance marketing reaches 52%. 96% of marketers maintain that performance marketing should provoke some type of reaction or, failing that, a transaction on Phone Number List the part of the user. And 66% also agree that this discipline serves both for customer acquisition and customer loyalty. 44%, however, have a different opinion and do not believe that customer acquisition and customer loyalty can coexist without friction in the universe of performance marketing. Are branding and performance marketing condemned to walk divergent paths? Regarding marketing focused on branding, marketers seem to agree that attention, differentiation and recognition are the particular trio of "superpowers" that overlap with this marketing formula. There are disagreements, however, over the question of whether or not branding brings higher prices compared to those of the competition. 20% of marketers flatly reject this statement. The study by Sportfive and Onefotball also accounts for another discrepancy brought to the spotlight by Simon Peel: the supposed incompatibility of performance marketing (terribly indebted to short-termism ) with long-term results.
Half of marketers affirm that the marketing actions they wish to implement should take effect within a period of just three months. And only 20% give themselves a period of one year to obtain results. In light of these figures, one could easily assume that performance marketing consumes much more than 52% of marketing budgets . However, the truth is that marketers are quite divided about the effectiveness of performance marketing. Only 56% of marketers call actions emanating from performance marketing short-term. On the contrary, 96% of marketers agree that branding is indeed an instrument focused on obtaining long-term results. From the point of view of Patrick Fischer, Chief Business Officer of Onefootball, branding and performance marketing should not be seen as separate or even antithetical disciplines. «It is evident that the brand is the basis of everything. If the brand is not attractive, it really doesn't make much sense to invest in performance marketing. This is why good branding always translates into good performance,” he emphasizes. On the other hand, 24% of marketers doubt the measurement (100% unrelated to ambiguities) of the results that spring from the womb of performance marketing. Furthermore, 74% of marketers consider the processing and use of data as a top challenge.
On the other hand, at a general level, spending on performance marketing reaches 52%. 96% of marketers maintain that performance marketing should provoke some type of reaction or, failing that, a transaction on Phone Number List the part of the user. And 66% also agree that this discipline serves both for customer acquisition and customer loyalty. 44%, however, have a different opinion and do not believe that customer acquisition and customer loyalty can coexist without friction in the universe of performance marketing. Are branding and performance marketing condemned to walk divergent paths? Regarding marketing focused on branding, marketers seem to agree that attention, differentiation and recognition are the particular trio of "superpowers" that overlap with this marketing formula. There are disagreements, however, over the question of whether or not branding brings higher prices compared to those of the competition. 20% of marketers flatly reject this statement. The study by Sportfive and Onefotball also accounts for another discrepancy brought to the spotlight by Simon Peel: the supposed incompatibility of performance marketing (terribly indebted to short-termism ) with long-term results.
Half of marketers affirm that the marketing actions they wish to implement should take effect within a period of just three months. And only 20% give themselves a period of one year to obtain results. In light of these figures, one could easily assume that performance marketing consumes much more than 52% of marketing budgets . However, the truth is that marketers are quite divided about the effectiveness of performance marketing. Only 56% of marketers call actions emanating from performance marketing short-term. On the contrary, 96% of marketers agree that branding is indeed an instrument focused on obtaining long-term results. From the point of view of Patrick Fischer, Chief Business Officer of Onefootball, branding and performance marketing should not be seen as separate or even antithetical disciplines. «It is evident that the brand is the basis of everything. If the brand is not attractive, it really doesn't make much sense to invest in performance marketing. This is why good branding always translates into good performance,” he emphasizes. On the other hand, 24% of marketers doubt the measurement (100% unrelated to ambiguities) of the results that spring from the womb of performance marketing. Furthermore, 74% of marketers consider the processing and use of data as a top challenge.
