Digital marketing has ushered in an obsession with immediate measures and short-term focus, making it increasingly difficult to justify an allocation of marketing dollars to longer-term brand-building. Even when marketers judge advertising by its ability to lift brand KPIs, there is no solid evidence of the performance value of these metrics over time: Does brand lift translate into business outcomes and how sustainable is it?
Similar to the above, marketers are faced with contradicting information in other decision areas, particularly in respect to the balance between reach and targeting in their media.
Existing growth frameworks still advise marketers to solve for maximum reach with their media buys, thereby avoiding targeting altogether. Still, marketers know that this runs counter to documented evidence that targeting existing heavy and medium buyers can lead to high ROAS.
At this time, it is unclear and unproven what the right balance is on these factors (brand vs performance, reach vs targeting) so marketers are unsure how to best balance their media resources for the present and the future of the brand.
The MMA is forming a consortium of marketers and media companies who are interested to take a leadership role and address these important marketing questions.
To learn more or get involved, contact Vassilis Bakopoulos, SVP – Head of Industry Research for MMA Global, or fill out the form below.