What is the story about?
What's Happening?
Analytic Partners, along with Samsung Electronics and Beiersdorf, presented insights at The Drum Live event on how brands can achieve significant business impact through effective marketing strategies. Kevin O’Farrell, vice-president at Analytic Partners, highlighted that marketing contributes to about 15% of total business impact on average. The session revealed data from 25 years across 50+ countries, analyzing over 1,000 brands and billions in marketing spend. The panel discussed three key strategies: optimizing media mix, enhancing creative quality, and investing in brand consistency. They emphasized the importance of adapting to new channels like CTV and podcasts, maintaining high creative standards, and focusing on long-term brand building to outperform performance-only approaches.
Why It's Important?
The insights shared by Analytic Partners are crucial for brands aiming to maximize their marketing effectiveness and business impact. By optimizing media mix, brands can leverage emerging channels to reach audiences more effectively. Enhancing creative quality is vital, as it significantly influences the success of marketing campaigns. Investing in brand consistency ensures sustained growth and boosts performance marketing returns. These strategies can help brands achieve a competitive edge, driving both short-term gains and long-term growth. Companies that adopt these practices stand to benefit from improved ROI and stronger market positioning.
What's Next?
Brands are encouraged to implement these strategies gradually, testing and learning along the way to find the optimal mix for their specific products and audiences. The panelists advised against abrupt changes, suggesting a step-by-step approach to media and creative adjustments. As brands experiment with these strategies, they may see incremental improvements in marketing effectiveness and business impact. The full video from The Drum Live event will be available soon, providing further insights into these strategies.
Beyond the Headlines
The emphasis on brand consistency highlights the importance of building a strong brand identity that resonates with consumers over time. This approach not only enhances marketing effectiveness but also contributes to brand loyalty and equity. The discussion underscores the need for brands to balance short-term performance goals with long-term brand building efforts, ensuring sustainable growth and resilience in a rapidly changing media landscape.
AI Generated Content
Do you find this article useful?
