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Marketing, and more specifically brand marketing, is often the first team to face cuts as budgets are reduced. This paradigm is often caused by a conflict of KPIs between the financial and marketing departments.
But new research has shown that brand marketing should be seen as an essential, always-on investment. Strong brands deliver superior shareholder returns, provide resilience during times of crisis, and deliver a quicker recovery after declines in performance.
So, as CMOs are in the midst of executing their 2024 brand strategy, a key question is: how can we effectively measure the contribution of brand investments towards our business objectives?
Answering this requires proving a relationship between brand marketing and returns, as well as tracking performance consistently cross-channel, cross-market, and over time.
Throughout our collaborations with partners and advertisers, we’ve found that marketers often find it hard to distil the different steps needed to succeed with the above. So, we’ve created a new playbook to help you with just that. Discover how to:
- Determine a KPI that demonstrates the link between brand investments and business outcomes.
- Set up a reporting structure that continually tracks that KPI, and how it links to the business needs.
- Take appropriate actions based on results, for instance optimising and allocating spend based on the highest yield towards your KPI.
