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Brand vs performance: Marketers on bridging the divide
SMEs are more likely to focus solely on brand marketing than their counterparts in large organisations, according to exclusive data from Marketing Week’s Language of Effectiveness Survey.
By Molly Innes
Is now the time to be ramping up brand spend? It’s widely acknowledged that in times of economic trouble, companies which invest in brand benefit more in the long term.
Of course, when making the case to the C-suite it may not be as easy to justify brand over performance marketing during a cost of living crisis. Among SMEs, the choices differ compared to their peers in large organisations.
