The marketing team in every organization faces a familiar tug of war. Should they adjust their brand message in favor of performance marketing? New research shows this practice is growing, to the detriment of brand enhancement.

Brand vs. Performance Marketing

Your clients have many ways to spend their marketing budgets. The two main strategies include:

• Branding – These marketing campaigns emphasize what the brand stands for – such as top quality or “always crafted in the U.S.”
• Performance – These marketing campaigns promote price reductions, often in a limited-​time period, to drive sales.

Marketers generally agree that they should split their spending evenly between brand message and performance initiatives. But marketers aren't on board with that message.

In our increasingly competitive environment, marketers plan to spend 68.8% of their budgets on performance campaigns.

57% of marketers noted in the most recent CMO survey that they are trying to increase trust in brand reputation. They are taking this step as more of them have to report data breaches. In addition, as they use AI to streamline operations, they want to reassure consumers. 

CMO survey respondents reported that their investments improve brand reputation by 13%. But many still hesitate to invest enough money in these efforts.

How Does a Company Improve Their Brand Message?

Brand trust can erode for many reasons. If a company’s executive becomes embroiled in a scandal that involves illegal activity, brand value shrinks. Consumers can also distrust brands during inflationary periods when prices spiral.

Marketers can improve their brand message by integrating it with the messaging they use to drive demand. Prophet recently studied marketer activity and noted that top performers outshine other businesses for unique reasons. Specifically, top marketers focus on common brand-​building activities such as:

• Generating awareness and relevance
• Optimizing experience when onboarding customers

Building loyalty

The effort to treat customers properly from the start makes a difference. They are likely to stay with a company that strives to meet and exceed their needs.

The Target Audience

87% of top branding organizations believe creativity matters in their brand message. For maximum impact, they also use data. 

Great data helps them understand what their target audience, perhaps it’s Gen Zers, is buying. With the right profile data, marketers will know that environmental causes and charities are on top with these young consumers. According to AudienceSCAN from AdMall, Gen Zers are far more likely than average to take solo vacations.

With this kind of information, your travel services client can build a reputation for designing itineraries targeting Gen Zers. A trip to a destination that offers an opportunity to help people or landscapes ravaged by pollutants makes a great brand builder. 

In addition, Gen Zers are far more likely than other consumers to buy products and services that feel fun and exciting. Travel advisors can develop visits to exotic destinations with the environment in mind. When they can design their brand message around what appeals to these younger consumers, revenue will grow.

They can build on the brand message. For example, offering follow-​up promotions that offer discounts to solo travelers can generate new business.

Monitoring Campaign Impact

Marketers can’t afford to set campaigns in motion and hope for the best. Prophet analysts recommend they use a specific timeline to measure results and make necessary adjustments.

Daily: Constant monitoring and adjusting of brand and demand initiatives is a must. Your client should review social media messages and click-​throughs on active campaigns. When metrics don’t measure up to expectations, it’s time to make a change. Quickly.

Quarterly: Marketers should measure details like increases in brand searches and advertising recall.

Yearly: Measure brand awareness changes, sales pipeline changes and review the media and marketing mix to meet new targets.

Your client's brand message must fit neatly with promotional efforts. When consumers see campaigns that work together, they'll understand and support your client's business.

Photo by Eva Bronzini on Pexels.