Post by mdsaikwat03 on Feb 18, 2024 0:00:54 GMT -5
When businesses slashed their marketing budgets in 2020, branding suffered the most. About 70% of companies cut their budget for brand advertising, whereas only 13% cut their budget for performance marketing, according to WARC data. The budget cuts happened largely as companies shifted their branding dollars to e-commerce infrastructure, to accommodate consumers making more purchases online. It made sense: IBM estimates that the transition to e-commerce that happened during the pandemic would have taken five years under normal circumstances. That only makes building a brand more important, though. Every company has access to the same Shopify storefronts and martech staples, but brand — like community — is an increasingly precious differentiator.
So despite budget fluctuations in a crisis, branding remains a latestdatabase.com top marketing objective. Brand-building was the most common top priority among marketing leaders in June 2020, and the second most common top priority in February 2021, according to The CMO Survey. We asked three experts why, when and how companies should invest in a brand marketing manager. The experts Dani Marom, freelance creative director at MarketerHire Jared Rosenberg, a freelance brand marketer and marketing course leader Patrick Sullivan, a brand marketer and graphic designer Why it’s worth investing in an expert brand marketing manager We get it. When it comes to measuring ROI, brand marketing poses a lot more challenges than most other digital marketing roles.
You can make a change to an email marketing campaign’s subject line, and measure how it affects KPIs like conversion rates and revenue. You can quantify how an SEO strategy boosts your rankings for important keywords. Brand marketers don’t have such concrete performance metrics — and it’s a waste of time to A/B test all their recommendations. But an expert brand marketer is still worth their weight in gold. 1. They make all your marketing channels convert better. Without a strong brand, it’s “a lot more expensive for you to convert people [and] to keep people” with performance and lifecycle marketing, MarketerHire director of marketing Tracey Wallace has found.
So despite budget fluctuations in a crisis, branding remains a latestdatabase.com top marketing objective. Brand-building was the most common top priority among marketing leaders in June 2020, and the second most common top priority in February 2021, according to The CMO Survey. We asked three experts why, when and how companies should invest in a brand marketing manager. The experts Dani Marom, freelance creative director at MarketerHire Jared Rosenberg, a freelance brand marketer and marketing course leader Patrick Sullivan, a brand marketer and graphic designer Why it’s worth investing in an expert brand marketing manager We get it. When it comes to measuring ROI, brand marketing poses a lot more challenges than most other digital marketing roles.
You can make a change to an email marketing campaign’s subject line, and measure how it affects KPIs like conversion rates and revenue. You can quantify how an SEO strategy boosts your rankings for important keywords. Brand marketers don’t have such concrete performance metrics — and it’s a waste of time to A/B test all their recommendations. But an expert brand marketer is still worth their weight in gold. 1. They make all your marketing channels convert better. Without a strong brand, it’s “a lot more expensive for you to convert people [and] to keep people” with performance and lifecycle marketing, MarketerHire director of marketing Tracey Wallace has found.