How short sighted is your marketing?
Achieving the right balance between short term sales campaigns and long term brand building is always difficult and a hot topic with my clients.
The recommended ratio for successful marketing is reportedly 60:40, with 60% of your budget focused on long-term brand building and 40% on short-term sales activation.
Perhaps even more important though is what your marketing is all about…
“What actually drives growth in the long-term is sustained commitment behind some kind of emotional association or message — or something that gets brands talked about. These are, in the vast majority of cases, not to do with timely offers or indeed new product functionality, but emotional platforms.”
Purpose, community, tribes. We all know we should be talking about more than just what our products and services can do but how many of us actually go far enough and say something meaningful? Before your next marketing effort maybe you should spend some time reflecting on your message.
You can access the full report on marketing effectiveness in the latest blog post by Tom Fishburne | Marketoonist