Analytic Partners: Brand marketing outperforms performance marketing 80% of time
Brand marketing drives sales, ROI and even performance campaigns. Don’t cut it!
Performance marketing has a misleading allure for marketers. This is because metrics such as last click and other simplistic attribution models used to attempt to measure performance marketing are crude, binary tools that ignore the impact of other marketing and non-marketing factors.
In its most recent ROI Genome Flash, Analytic Partners provides some substantiating figures that finally put to rest the performance vs. branding conundrum for marketers. Specifically: Analytic Partners’ research consistently demonstrates that brand marketing and messaging almost always outperforms performance marketing, doing so 80% of the time. Even more specifically:
- Last click and simplistic attribution metrics overstate the role of clickable activities by 2-10x, on average, and understate the role of non-clickable or non-user-level activities (e.g., video) by just as much or more.
- For marketing teams considering their marketing budget allocations going into 2023, the most impactful investment strategies for both the short and long term would assign at least 50% of budget to brand activities. Or to put it another way, no more than 50% of budget should go to performance activities.
Brand marketing’s outperformance and support of other marketing activities makes it an absolutely crucial part of the marketing mix that you simply cannot afford to underinvest in, or even worse, cut outright. For more insights, check out the full ROI Genome Flash report here.
About Analytic Partners
Analytic Partners is the leading cloud-based, managed software platform which provides adaptive solutions for deeper business understanding and right-time planning and optimization for marketing and beyond. We turn data into expertise so that our clients can create powerful connections with their customers and achieve commercial success.
Analytic Partners ROI Genome
For over two decades, Analytic Partners has collected vast quantities of marketing intelligence across more than 750 brands, 45 countries, and hundreds of billions in spend across industries. ROI Genome presents that intelligence to help marketers understand the tactics, channels, and strategies that drive ROI and performance.
