Bundling branding & performance marketing

They confuse their channel bias with the need to be active on all marketing channels (e.g. SEA for performance and YouTube and display advertising for branding). While in fact SEA is also useful for branding objectives , and YouTube and display can also be used for classic performance objectives (sales and revenue ). The idea that you have to maintain a total marketing mix at all times creates channel bias:

When you think about

It keeps the distinction between branding and performance running. Stop betting on all channels In fact, a total marketing mix makes no sense at all. Do Hong Kong WhatsApp Number List we really have to be active on all channels? If we’re really honest, we know that: we probably don’t have the budget (and manpower) to sustain this. we should prioritize channels with a certain minimum exposure frequency.

When you advertise

Otherwise we will not get good results. Rather, it makes sense to focus and allocate budget to maybe two or three channels , rather than a spray and pray (and pay) over ten different channels. Thinning out your budget and trying to cover +10 channels also means thinning your ad frequency. Since advertising is about reaching the right people with the right message at the right time, identify and focus better on hitting a bullseye moment. So stop the need for a total marketing mix.

Leave a comment

Your email address will not be published.