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.
BrainStation’s most recent online panel discussion – Finding the Balance: Growth vs. Brand Marketing – was held last week, and the event once again attracted thousands of professionals from the world.
Ian Bester, BrainStation’s Vice-President and GM, hosted the panel, which included Whitney Bell from Lyft, Michael Bouteneff from Mastercard, Megan Sakakibara from Unbounce, and Juliet Warkentin from Trouva.
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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.
You can watch the online Finding the Balance: Growth vs. Brand Marketing panel discussion here: