WARC and Google research Marketing Strategy provide recommendations for achieving sustainable growth across the marketing channel. The recipe includes balanced investments in marketing mix modeling (MMM), attribution and artificial intelligence. These tools help understand the complex relationships between marketing activities and business performance in both the short and long term.
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Marketing budget optimization
According to an Ipsos meta-analysis focused on e-commerce brands, an optimal distribution of buy telemarketing data the marketing budget, with 50-60% invested in branding , offers significant advantages. This approach maximizes returns by prioritizing short-term goals at the expense of long-term branding, ignoring potential upper- and middle-funnel revenue.
Source: WARC
From binary approach to integration
WARC recommends that Marketing Strategy marketers move away from the traditional budget split between brand and performance and invest in omni-channel marketing. According to a Nielsen study commissioned by Google , 1 percent increased brand awareness accounts for 0.6 percent. increase in long-term sales and 0.4 percent. an increase in short-term sales. The study also found that a 1% increase in purchase intent leads to a 0.7% increase in short-term sales and a 0.2% increase in long-term sales. This relationship between brand and performance shows that focusing only on short-term ROI can overlook the significant media returns that come from building a long-term brand.
Why is Marketing Mix Modeling Key?
MMM is experiencing a renaissance as a tool that provides an integrated view of why anchor text matters for long-tail keyword ranking media investments. It helps optimize budget allocation across channels, set benchmarks and inform strategic planning. Ecommerce marketers can choose in-house or out-of-house models depending on their specific needs and expertise. Combining MMM with attribution and experimentation creates a robust framework for investment optimization and insight testing.
Artificial intelligence as an engine for faster and more accurate decision-making
Artificial intelligence in marketing enables fast, to meet both current and long-term goals efficient management of resources. Which is critical for businesses in a rapidly changing digital environment.
A holistic approach to strategy
While long-term media exposure Marketing Strategy is critical to brand growth and profitability. Focusing only on short-term ROI risks missing out on crucial ge lists branding opportunities. Therefore, an integrated strategy that combines short-term and long-term goals ultimately drives sustainable growth and competitive advantage.