With the pace of change in marketing, staying on top of the latest strategies can be tough. Here are the differences between growth and brand marketing.
Finding the Balance: Growth vs. Brand Marketing, a BrainStation Digital Leadership Event, attracted thousands of professionals from the world eager to better understand the balance between growth and brand marketing.
You can watch the panel event here:
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As always, the panelists touched on a number of topics, including:
- Defining brand, growth and performance marketing
- Team structure and how marketing teams work together
- Emerging tools and tactics
- The most in-demand marketing skills
- Measuring campaign performance
Discussing the internal struggle many companies have balancing growth versus brand marketing, Lyft’s Whitney Bell came to the defense of brand-building initiatives.
“The tension [between brand and performance marketing] is something we struggle with all of the time. It’s easy to say ‘with this incentive we can show this ROI or CPA,’ but it can be a struggle getting [stakeholders] to understand that an investment in branding is just that – an investment. We can’t always give in to those shorter-term pressures,” she said.
Ultimately, though, the panelists agreed that a balance is almost always best, as Trouva’s Juliet Warkentin explained.
“There is nothing that happens at Trouva that happens in a silo. We do not succeed as a business unless we are integrated and supportive of each other’s projects and KPIs,” she said.