Brand building ‘most important’ factor in achieving business objectives
Despite a third of marketers recognising how crucial brand will be in helping their business thrive in 2024, half say their campaigns are too focused on performance.
Brand building is the “most important” factor in achieving company objectives, despite a preoccupation with performance metrics within business, according to Marketing Week’s exclusive 2024 Language of Effectiveness research, supported by Kantar.
While a third (33%) of the more than 1,200 marketers surveyed say brand advertising is the most important tactic for driving business objectives in 2024, nearly half of the sample (49.8%) also claim their campaigns are currently too focused on performance marketing.
Beyond brand, a quarter of marketers say performance advertising (25.6%), brand partnerships (25.5%) and product or service innovation (25.1%) will be the most important tactics for delivering on business objectives in 2024.
