Marketers understand the importance of both brand and performance marketing. Brand marketing aims to create a strong brand identity over time, while performance or demand marketing focuses on delivering measurable results such as lead generation, sales and revenue. The real challenge for modern marketing teams is balancing the two strategies while ensuring long-term goals are not compromised. So, how can marketing teams invest their resources in creating content that delivers immediate results and long-term value for their brand?
During this episode of Retail Remix, learn how to balance brand and performance marketing by getting tips from Ilene Richardson, Founder and CEO of Imaginary Content, a company that helps brands navigate new content and commerce realities. Listen to learn:
- How to prioritize investments in both brand and demand marketing;
- Which channels and platforms are rising to the top in strategic marketing conversations;
- How to approach these topics amid new financial pressures; and
- The importance of measuring the impact of content to optimize investments and maximize reach.
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What is Retail Remix?
The rules of retail are constantly changing. Today, we're in an exciting new era where brands can differentiate through experience and use technology to connect with customers in new and exciting ways. Retail Remix is a new podcast series brought to you by Retail TouchPoints, the industry's leading source for news, insights and research for all things customer experience. Every week, we sit down with someone who is helping put a new spin on the retail experience. Hear from the top practitioners, analysts and innovators in retail, and see what new engagement opportunities await.