In Les Binet and Peter Field’s latest major research, Effectiveness in Context, hundreds of campaigns from the IPA Databank were examined with a focus on marketing effectiveness and this sheds light on the dual model. Field and Binet define marketing disciplines activation (fast) and brand building (slow) like this: Activation is marketing that invokes an immediate behavioral response without necessarily affecting long-term memory and behavior. It’s lead generation, as we in the BB segment like to call it.

It’s PPC It’s a limited-time

It’s PPC. It’s a limited-time promotion (think greece whatsapp data Amazon’s daily deals); brand building is when you create long-term memories that influence behavior for longer. These are far-reaching campaigns. These are TV ads or campaigns that people remember for years. Every marketing activity has branding and activation effects. But this mix varies, depending on the target, the copy, the medium, among others. Research shows that there is a trade-off between brand effects and activation. Activities that have good results in one usually do not perform as well in the other.

It is not difficult to

It is not difficult to divide marketing activities the ranking of the page depends into those that work primarily with a focus on brand effects and those that work through activation. Pay attention to the term “primarily”. In recent years, we have seen short-term marketing techniques become a priority for companies in many industries, including the BB sector and financial services. Companies have invested much of their resources in short-term, quick-return campaigns, driven mainly by online paid media programs and related content in the hope of increasing sales for the coming quarters.

Les Binet Sales Activation Model

Les Binet Sales Activation Model vs. Brand c phone number Building ModelStill according to Binet and Field, “short-termism” is, in many ways, the reason for the decline in marketing effectiveness in recent years.What happened? As I mentioned earlier, marketers are increasingly focusing on the short term. They spend money on quick marketing programs rather than slower, long-term campaigns focused on brand building. They prefer bottom-of-the-funnel tactics over a three-month period because this will yield a better return in most cases.

However in one of the

However, in one of the most important parts of their research, Field and Binet demonstrate that in the long run, this short-term focus soon deteriorates the overall marketing impact. Too much time spent picking the low hanging fruit means less time watering the tree. Over time, it stops growing. “Online brands need to dedicate a greater percentage of their budget to brand building because they already have direct channels for conversion. Digital fulfillment is leading to greater distribution efficiency, so a greater emphasis needs to be on branding.