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The Year Ahead for ... Strategy

Hesz, Alex

Campaign, 2018-01, p.66-66

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Título:
The Year Ahead for ... Strategy
Autor: Hesz, Alex
Assuntos: Advertising ; Analysis ; Brands ; Marketing ; Methods ; Strategic planning (Business)
É parte de: Campaign, 2018-01, p.66-66
Descrição: Impact vs response Talking of data, the numbers continue to tell a familiar story; long-term, emotionally driven brand-building remains a critical - perhaps the critical - part of the marketing mix for brands that want to stick around.Fresh IPA research shows the familiar formula, an optimal 60:40 balance between the long (emotional brand-building) and the short (immediate sales), to be remarkably consistent over the years; largely unaffected by the advent of pile-high-sell-cheap digital display.The role of the agency strategist in 2018 will be to keep their clients on the path of long-term brand-building, balancing necessary short-termism into the mix, but steering them away from the response-led lure of the dashboard.
Editor: Teddington: Haymarket Media Group
Idioma: Inglês

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