InTandem Digital Consulting’s Post

We’ve scaled hundreds of brands. The number 1 mistake I see DTC brands making ❌ Trying to force ‘brand’ through performance marketing. What do I mean? Brand Focus: → Builds a recognisable brand identity. → Ensures consistent messaging. → Builds brand awareness. → Boosts customer loyalty. Having a strong brand is essential to success. By building a consistent, recognisable identity you’ll build up an audience that’ll turn into loyal fans… BUT This doesn’t guarantee conversions. This is where performance marketing comes in: ⚡️ High reactiveness to market developments ⏰ Real-time data to optimise campaigns 📈 Key metrics like CPC and ROAS ♻️ Higher ROI It’s important to balance both to ensure your capitalising on relevant trends and continually testing to optimise your creatives and ad spend. So, here’s how: 1/ Make data-drive decisions. Don’t compromise integrity but generally, let data guide your actions. 2/ Have a customer-centric approach. Your north star should be what your customers wants, above all else. 3/ Trust performance marketers. Give them your backing, time, and the freedom to use their expertise to optimise campaigns. If you’re struggling to balance a brand-focused approach with driving results, reach out at Hambi Media or drop me a DM and we’ll be happy to help!

Once you understand Seth Godin’s ONE Secret to Measuring Your Brand - Everything Becomes Clear Suddenly, when I walked into Waterstones everything made sense. A few questions had been on my mind What is the power of a brand? What is a brand? How do we measure brand? I realised there's a HUGE difference between performance marketing and brand marketing Brand marketing is brave, it doesn’t show immediate return on investment, it may not work, but it builds a deep connection with consumers. Performance marketing is less brave, everything is measured and managed, it’s safe, (your board will love it) but it builds shallow connection with consumers. As food and drink brands scale, founders often move from brand marketing obsession to performance marketing obsession. Founders get muddled. Using Performance Marketing metrics to measure Brand (brand stickiness) is like using a tape measure to measure the speed of an Antelope. It's pointless. As Rory Sutherland says "What gets miss measured gets miss managed" Make sure you're measuring the RIGHT thing. All revealed in tomorrow's newsletter. Don't miss out. Subscribe here: https://zurl.co/kVcm

Brand vs. Performance Marketing: Both are crucial, but focusing solely on short-term wins can be a recipe for disaster. Our blog dives deep: 🔴 The balance between the two. 🔴 Why strong brand building matters in the long run. 🔴 How to find the winning formula for your marketing mix. Check it out: https://bit.ly/3PiUJ6a

Strong brands are built on more than just performance metrics, and many marketers are shifting focus from short-term performance tactics to long-term brand building. See why our Jane Ostler says "brand building remains the foundation for all growth" in this Marketing Dive article: https://loom.ly/V3T1xsE

🚀 Integrating Brand Building with Performance Marketing In the ever-evolving marketing landscape, the integration of brand building and marketing performance is a critical discussion point. Traditionally seen as a choice between long-term brand value and immediate marketing results, businesses are now aiming to seamlessly blend these two strategies. 💢 Brand vs. Performance: A Marketer's Challenge Marketers find themselves at a crossroads: prioritizing measurable marketing outcomes or nurturing brand identity. This can lead to concerns that marketing performance overshadows the essence of the brand. The key lies in redefining success metrics to align brand-building and marketing efforts. By focusing on a unified metric like brand equity, companies can bridge the gap between the two strategies and drive tangible financial results. 🤝 The Way Forward: Embrace a Unified Metric To bridge the gap, a unified North Star metric is crucial – enter brand equity. This metric serves as common ground, aligning brand-building activities and performance marketing by linking them to financial outcomes such as revenue and return on investment. 🎯 Revamping Brand Metrics: A Step-by-Step Guide Here's a step-by-step guide to achieving performance-accountable brand building and brand-accountable performance marketing: 1. Connect Brand Perception with Activation Metrics: Understand how customers perceive your brand and link this to measurable actions like product engagement and promotions. 2. Measure Brand Equity: Evaluate brand strength based on factors like recognition, reputation, and uniqueness, capturing the emotional bond with customers. 3. Make Brand Equity a Key Performance Indicator (KPI): Ensure marketing efforts contribute positively to brand perception, not just immediate sales. 4. Tie Brand Performance to Financial Outcomes: Utilize statistical methods to correlate brand metrics with revenue and shareholder value, demonstrating the impact of brand-building initiatives. The synergy between brand building and performance marketing is not just a vision; it's a practical, achievable goal. By embracing a unified approach centered around brand equity, companies can unlock the true potential of both strategies and drive sustainable growth in today's dynamic marketing landscape. 🚀 If you have any questions or want to bounce ideas, feel free to reach out to us: https://lnkd.in/eCFddyc It would be our pleasure to help you. #GrowthPartner #ODMWorld #MarketingSynergy #BrandPerformance #IntegratedMarketing #BusinessGrowth

It's time to rethink what we learned in school about marketing 🫨 Remember the 4P's we all learned as the holy grail in marketing classes? It's hard to believe, but this model was developed about 60 years ago. The world of marketing has evolved tremendously since then, and it's crucial that we do too. I just read a fascinating article by Byron Sharp, "𝗧𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁-𝗕𝗮𝘀𝗲𝗱 𝗔𝘀𝘀𝗲𝘁𝘀 𝗧𝗵𝗲𝗼𝗿𝘆 𝗼𝗳 𝗕𝗿𝗮𝗻𝗱 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻," and I love how it challenges these long-standing marketing theories and encourages us to adapt to the ever-changing landscape of marketing. It's a reminder that we shouldn't follow old models blindly. Instead, we need to constantly update our knowledge and strategies to stay relevant. This article is a great starting point for anyone looking to broaden their understanding of modern brand strategy and the balance between short-term efforts and long-term brand building. Change is the only constant in marketing, and it's time we embrace it! 🫂 #brandmarketing #brandstrategy #marketingtheory

According to our 2024 Annual Marketing Report, 70% of marketers plan to increase performance marketing spend at the expense of brand building. This shift may drive immediate results but risks undermining long-term brand health and sustainability. For future success, marketers must balance short-term gains with long-term brand investments, guided by holistic, data-driven measurement. #BrandMarketing

Discover how agility in marketing can transform your brand's future. Dive into our blog for key strategies to thrive in the dynamic landscape. https://hubs.li/Q02lW97w0 #MidWestFamily #MarketingAgility

The importance of short-term performance campaigns Vs long-term brand investments even more important in the post cookieless world! #measurementandanalytics #marketinganalytics #mediamix #marketingeffectiveness

💡 Exciting news in the world of marketing: Byron Sharp brings fresh perspectives to traditional marketing theories and brand competition! Released this month, a new article titled "𝗧𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁-𝗕𝗮𝘀𝗲𝗱 𝗔𝘀𝘀𝗲𝘁𝘀 𝗧𝗵𝗲𝗼𝗿𝘆 𝗼𝗳 𝗕𝗿𝗮𝗻𝗱 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻" explores innovative ideas in brand strategy. It delves into a crucial topic that we've been helping our clients navigate: the balance between short-term performance campaigns and long-term brand investments. Here are the top 2 takeaways we found significant from the article: 1️⃣ 𝗥𝗲𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝗦𝗵𝗼𝗿𝘁-𝗧𝗲𝗿𝗺 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗙𝗼𝗰𝘂𝘀: - Sharp's insightful research puts a spotlight on the limitations of strategies overly fixated on short-term performance metrics. This is seen in the discussions about shared customers, similar customer profiles, weak brand differentiation, similar satisfaction scores, and predictable loyalty patterns. - These observations suggest that short-term campaigns, which might target specific segments or rely heavily on differentiation, may not significantly impact a brand's standing in the long run. 2️⃣ 𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗟𝗼𝗻𝗴-𝗧𝗲𝗿𝗺 𝗕𝗿𝗮𝗻𝗱 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴: - The article implies that continuous advertising and ensuring product distribution are crucial for maintaining a brand's mental and physical availability. This is a long-term strategy rather than a series of short-term tactics. - The consistent application of these strategies is portrayed as key to sustaining market share and achieving long-term success. We strongly encourage diving into the full article 👇 🔗 [https://hubs.li/Q02fYVtY0] Struggling to find the right balance between your long-term and short-term investments? Let's connect and explore solutions together! 🤝 #BrandStrategy #PerformanceMarketing #LongTermSuccess #ByronSharp #BrandBuilding