Annalect Netherlands’ Post

In the digital era, where immediate results often dominate the marketing narrative, communicating the long-term benefits of brand investment to finance-focused decision-makers can be challenging. Our blog explores the complexities of brand marketing and shares five best practices for measuring its long-term impact: https://lnkd.in/gNmuskmn 1️⃣ Embrace a Long-Term Vision 2️⃣ Prioritize Attitudes Before Behaviors 3️⃣ Adopt a Multi-Stage Modeling Approach 4️⃣ Invest in High-Quality Data Sources 5️⃣ Test Big or Don’t Bother

In the digital era, where immediate results often dominate the marketing narrative, communicating the long-term benefits of brand investment to finance-focused decision-makers can be challenging. Our blog explores the complexities of brand marketing and shares 5 best practices for measuring its long-term impact. 1️⃣ Embrace a Long-Term Vision 2️⃣ Prioritize Attitudes Before Behaviors 3️⃣ Adopt a Multi-Stage Modeling Approach 4️⃣ Invest in High-Quality Data Sources 5️⃣ Test Big or Don’t Bother Read the blog, here: https://lnkd.in/gNmuskmn.

In the digital era, where immediate results often dominate the marketing narrative, communicating the long-term benefits of brand investment to finance-focused decision-makers can be challenging. Our blog explores the challenges of brand marketing and shares five best practices for measuring its long-term impact. 1. Embrace a Long-Term Vision 2. Prioritize Attitudes Before Behaviors 3. Adopt a Multi-Stage Modeling Approach 4. Invest in High-Quality Data Sources 5. Test Big or Don’t Bother Learn more about these challenges and best practices, here: https://hubs.la/Q02yDCcB0

Check out the latest blog from our teammates at MarketBridge—explore the complexities of brand marketing and five best practices for measuring its long-term impact. 👇

This is well be worth a read, and the paper offers an important and well researched contrarion view for modern marketers.

WEBINAR ALERT! Financial brand marketers and leaders, you'll want to see this. Even though financial brand campaigns are largely digital now, they have a carbon impact beyond what you would expect, and... it's only going to get worse. Join us to learn some win-win approaches that not only drive campaign performance but reduce environmental impact. #sustainability #marketing https://lnkd.in/gHCTYrEz

Is your brand prepared for the new era of promotional modelling? Discover how the latest trends-like digital tech and authentic representation-are revolutionizing the industry! From digital prowess to sustainability, our newest blog breaks down the trends that are setting the stage for the future. If you’re ready to transform your brand's approach & keep up with the times, read below!👇🏼 #promotionalmodeling #femmefatalemedia

Demands for more content. More channels to serve. More customers in more regions engaging with more brands. Digital growing pains are real, but by prioritizing performance, scale, and governance, you set your organization up to overcome the obstacles. Read more here to see how some of the world’s largest brands pulled it off: https://bit.ly/3JWzTGj

Interesting article that challenges some core marketing beliefs. Felipe Thomaz is questioning Byron Sharp’s broad-reach strategies, suggesting they may not be delivering the big results we expect. His analysis of 1,000 campaigns reveals only 1% saw significant outcomes, with most producing “mediocre results.” Thomaz’s critique of Sharp’s focus on reach has sparked some serious questions. Is broad reach still the key to brand growth, or do we need more tailored, category-specific strategies? The data points in different directions, so which approach will truly drive long-term success? #BrandStrategy #MarketingScience https://lnkd.in/gYFNR4pv

Regarding the topic of category creation, colleague Geoffrey Moore has resurfaced a model, the Relationship Marketing Infrastructure Model, originally popularized by Regis McKenna thirty years or so ago. Among the lessons that Moore draws out: "Category creation is an outbound communications effort to orchestrate a coalition of the willing across a laddered set of constituencies - techies, business users, executive buyers; tech, social and business media; analysts, opinion leaders, partners, competitors, and others, each with its own set of interests. .. Trying to shortcut the process by skipping over one or more audiences will defeat the purpose. .. There is no magic here, but patience and discipline are required." Makes one wonder whether (m)any AI vendors today are following this recipe or doing their best to shortcut it...