Brand building undeniably results in long-term gains for brands and products alike, and marketers should consider reinvesting in brand awareness like never before!
Marketing and advertising professionals Peter Field and Les Binet released a report, "Media in Focus - Marketing Effectiveness in The Digital Era" by the IPA in 2017, which outlines the decline of the long-term effectiveness of marketing during the global financial crisis. Although many brands implement short-term campaigns, they argue the effects of them compared to longer, brand-building campaigns.
Thando Mxosa, our Senior Strategist, believes it is indeed the combination of both short-term and long-term marketing initiatives which will help a brand stand out from its competitors.
There’s an age-old rivalry within marketers to choose between brand marketing or performance marketing when the answer has always been to do both. Both are how the most outstanding marketing businesses have succeeded with their products and services, and it is a principle Thando aims to restore within local clients as a cornerstone for effectiveness.
WARC International Ad Forecast, a marketing and strategy company, established in 1985, believes in 2008, traditional media has plummeted while digital advertising is booming. However, Peter Field says, “businesses should resist the seductive sales pressure from short-term media to increase activation spend unless they are one of the fortunate few countercyclical businesses that can meet demand… Do not abandon your existing brand campaign unless it is clearly unsympathetic to the mood of customers. There may be more value and reassurance in continuity than in change.”
Penquin is set up to do just this. The company bridges all of marketing’s significant divides. It has all the components of the modern marketing machine sitting happily together under one roof: media, content, technology, creativity, brand and performance marketing, data, ideas, agency, and consultancy.