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Budgeting For Short And Long Term Brand Building | Branding Strategy Insider

Budgeting For Short And Long Term Brand Building | Branding Strategy Insider | The MarTech Digest | Scoop.it
To make next year’s budget support both the short and long term for your brand, you must be able to answer two questions:

1) How large is my pool of “receptive consumers” – those who are receptive to marketing investment in my brand?
2) What form of investment in my brand – product, A&P, pricing, distribution, other – are they most receptive to?

The answers to these questions will tell you where increasing investment will result in both a big, profitable volume response and a sizeable bump up in your longer-term brand equity. Just as important, they’ll tell you where and how you are overinvesting in your brand. This is the key to unlocking funds for increasing investment without having to trade-off next year’s margin for more growth.
CYDigital's insight:

Budgeting For Short And Long Term Brand Building | Branding Strategy Insider

 

It has never been more science than art.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Future of marketing technology and how brands can leverage it... - exchange4media

Future of marketing technology and how brands can leverage it... - exchange4media | The MarTech Digest | Scoop.it
To stay differentiated in today’s digitally connected world, marketers must deliver contextual and insight- driven engagement with customers. Brands that understand this have been able to lift and scale performance marketing outcomes. With the emergence of Big Data and AI, marketing is able to create seamless Brand experiences for its consumers. Highlighting these facts, John Gallagher, IBM Global Head Performance & Programmatic Marketing, believes that artificial intelligence will never be a substitute for human intelligence as far as the use of marketing technology is concerned. In his view: “AI augments in many ways the human being. It actually frees up the individual to bring their aspects of human intelligence to the benefit of the marketers. As far as India is concerned, it has a technological advantage and increasingly businesses here are adopting the use of AI to better understand their business targets and the trend is going to grow even more in the coming time.”

CYDigital's insight:

FWIW...

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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B2B Firms Upping Brand Investments, Committed to Brand-Related Research - MarketingCharts

B2B Firms Upping Brand Investments, Committed to Brand-Related Research - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital's insight:

Just be ready to measure the ROI.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Brand strategy spend on the rise in B2B marketing, study reports - The Drum

Brand strategy spend on the rise in B2B marketing, study reports - The Drum | The MarTech Digest | Scoop.it
In the next five years, 81.3% of B2B companies expect to invest more in their brand strategies, with an anticipated increase of up to 20% in 2017. This spend comes on top of the 86.7% increase that took place over the past five years according to a recent survey by brand strategy consultancy Spencer Brenneman.

CYDigital's insight:

Nooooooooooo..........

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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The resurgence of brand marketing in a demand generation world - Marketing Land

The resurgence of brand marketing in a demand generation world - Marketing Land | The MarTech Digest | Scoop.it
While the role of brand has never gone away, its importance is being increasingly recognized as a critical piece of a company’s growth strategy.

In fact, based on B2B CMO recruiter conversations I’ve had over the last few quarters (strictly for research, of course), CEOs and boards of directors are now seeking marketing executives that have a proven ability to develop a sustained brand position and value propositions that differentiate a company and its solution.

In addition, 68 percent of B2B marketers say refreshing a company’s brand is the most critical effort for B2B marketers this year (Forrester Research).
CYDigital's insight:

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

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