Invest in brand marketing to grow

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 16, 2021, 2:45 AM GMT+0

Companies that strive to achieve awareness report 2.2 times better growth, according to LinkedIn Marketing Solutions.

Balancing demand and brand investments can help companies optimise brand and demand marketing. Brands should employ both acquisition and customer growth strategies, as 65% of marketers believe that customer loyalty drives business growth.

60% of marketing budgets are spent on brand marketing in B2C firms, while B2B brands spend 54% of their marketing budgets on demand marketing and 46% on brand marketing. Further, 69% of marketers prefer broad targeting over hyper-targeting, as the latter could miss important influencers in the buying cycle.

Marketers are twice as likely to create rational ads for brand building. Emotional ads are preferably used in generating demand or reaching out-of-market customers. Investing 50% of the budgets in the brand can help businesses enhance financial performance.

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