Post by rabia85852 on Oct 26, 2024 10:45:07 GMT
During September and October 2023, more than 1,400 marketers from around the world participated in the WARC “The voice of the marketer 2024” of which, among several findings, one in particular stands out and is the evidence, at least in this statement, of reducing the strength of performance-oriented investment and increasing it to actions that build or strengthen the business brand .
The specific data is: in 2022, according to Insider Intelligence, 46% of respondents said that during 2023 they will increase their investment in performance work, while 31% of them said they would do so in branding . A year later, in 2023, the statement made for 2024 shows that 36% of respondents said they will increase their investment in business branding , while 40% said they will do so in performance.
Less performance, more branding for the business brand
That is, more than a third of on page seo service marketers will invest in and for the business brand , increasing the volume of these versus what could be done in performance, where, from one year to the next, there are 6% fewer respondents saying they will invest in the search for results as such.
It makes sense, since it is increasingly difficult for advertisers, services, products and business brands to create loyalty and fidelity with their clients and/or users, since they are increasingly exposed to stimuli other than direct advertising that distract their interest and that even the best positioned or remembered brands suffer.
Current challenges in building business brand loyalty in a hyper-stimulated world
Audiences are attentive to many aspects associated with the business brand that go beyond price or what it represents; they are more in tune with proximity, the type of messages, respect for privacy and media consumption, as well as the relevance of messages in terms of timeliness, language and innovation. Added, of course, to the key aspects of service, experience and customer service channels. Everything adds up to the construction, or destruction, of the business brand and that is clear for 36% of those surveyed.
On the other hand, the consolidation of generative Artificial Intelligence tools means that businesses can (and should) establish content almost tailored to each user, which makes working on branding and recall not only more fun for creatives, but mandatory in a competitive world where performance ensures a fleeting result, but this personalization of the message and its dynamics allows you to win hearts and that Top of Heart gives you the loyalty that is so elusive these days in terms of marketing for the business brand .
The specific data is: in 2022, according to Insider Intelligence, 46% of respondents said that during 2023 they will increase their investment in performance work, while 31% of them said they would do so in branding . A year later, in 2023, the statement made for 2024 shows that 36% of respondents said they will increase their investment in business branding , while 40% said they will do so in performance.
Less performance, more branding for the business brand
That is, more than a third of on page seo service marketers will invest in and for the business brand , increasing the volume of these versus what could be done in performance, where, from one year to the next, there are 6% fewer respondents saying they will invest in the search for results as such.
It makes sense, since it is increasingly difficult for advertisers, services, products and business brands to create loyalty and fidelity with their clients and/or users, since they are increasingly exposed to stimuli other than direct advertising that distract their interest and that even the best positioned or remembered brands suffer.
Current challenges in building business brand loyalty in a hyper-stimulated world
Audiences are attentive to many aspects associated with the business brand that go beyond price or what it represents; they are more in tune with proximity, the type of messages, respect for privacy and media consumption, as well as the relevance of messages in terms of timeliness, language and innovation. Added, of course, to the key aspects of service, experience and customer service channels. Everything adds up to the construction, or destruction, of the business brand and that is clear for 36% of those surveyed.
On the other hand, the consolidation of generative Artificial Intelligence tools means that businesses can (and should) establish content almost tailored to each user, which makes working on branding and recall not only more fun for creatives, but mandatory in a competitive world where performance ensures a fleeting result, but this personalization of the message and its dynamics allows you to win hearts and that Top of Heart gives you the loyalty that is so elusive these days in terms of marketing for the business brand .
