The recovery continues to affect markets all over the world, making branding and marketing ever more complex.
Marketing leaders are contending with shifting KPIs, shrinking budgets and, in some cases, a recalibration of entire marketing funnels. For some, driving short-term sales has become an urgent priority — due to greater pressure to prove ROI and attrition. For others, KPIs have shifted to longer-term goals such as digital transformation — and perhaps part of that — gaining a fuller view of the customer journey. Meanwhile, a majority of marketers need to contend with shrinking budgets - making targeted engagement even more imperative.
That’s why GfK partnered with Campaign Asia to conduct the survey, Branding and Marketing in the New Abnormal, to gain a better understanding of the shifting marketing priorities and budgets, and to allow marketers to benchmark themselves against their fellow colleagues.
The survey primarily focused around four areas:
Having a holistic framework and approach to maximizing marketing ROI and brand measurement has become even more critical than ever in the post-pandemic environment.
Are you ready to revolutionize how marketing effectiveness and brand value can be measured for your organization? Are you ready to change your game?
The survey findings portray a clear gap between their business goals and the tools they leverage to achieve them. In a post-pandemic environment, it is vital for brands to quickly realign objectives, measure effectiveness and lead through digital transformation.
"GfK's study highlights the importance of utilizing marketing mix modelling to better understand consumers’ cross channel marketing effectiveness."
Director, Marketing Science, Greater China, Facebook
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