Volume 6 No. 3: Long vs short-term marketing tactics
What does balance look like?
Maybe it’s an artist exploring the composition of their next masterpiece. An accountant tallying assets and liabilities. Your own efforts to achieve work-life balance.
But what does balance look like in marketing?
Long-term vs short-term: Which one wins?
Each week, we break down another marketing trend so you can skip having a breakdown.
The last decade’s trend toward accountability has pushed for marketing channels to provide clear results. Ecommerce’s rise to stardom has led retail brands to emphasize the point-of-purchase with digital and social ads. And worries about an upcoming recession focus on channels that drive immediate sales.
All for good reason—performance matters. Short-term marketing strategies are essential.
But distinctiveness and mental availability remain crucial for growth. According to a report by Nielsen, global marketers say brand awareness must be a top priority through 2022.
Both long and short-term marketing tactics are important.
- Les Binet and Peter Field recommend investing roughly 60% of a brand’s marketing mix into brand-building and 40% into short-term sales activation, with slight adjustments made for brand size, price and category.
- The B2B Institute suggests B2B brands invest 46% of their marketing in brand building and 54% activation.
Key takeaway: Whatever the exact split, there’s always a balancing act happening. Marketers win when the two types of tactics work together.
The Growth Lab
Question: What's the best way to encourage employee development?
We ask an experienced group of business leaders, marketers and statisticians about strategies for success.
Answer: "Reskilling and upskilling among employees is imperative to company growth and begins with leadership fostering a culture of relentless learning. Demonstrate curiosity. Encourage employees to ask ‘why?’ by taking time to explain ‘why’. Employee development doesn’t have to mean a formal course—we learn best through our daily interest!"
— Courtney Hoefener, SVP Talent & Organizational Solutions
Courtney is known for her endless determination, unrivaled customer service and passion for helping others. Outside of work, you’ll find her planning her family’s next trip.
Follow: The B2B Institute
Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.
Marketers constantly search for new ways to create value. Find exactly that with LinkedIn’s The B2B Institute, a “think tank” gathering industry-leading experts to research the future of B2B marketing. They push the boundaries on marketing silos and create a space for open dialogue among B2B marketers and business leaders.
Our favorite insight? According to Jon Lombardo, Head of Research at The B2B Institute, using a low frequency and high reach strategy is sure to bring higher sales growth.
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