As the world has evolved, marketers have had to start thinking differently about brand, performance and media. The ongoing debate on balancing the role of short-term activity, which converts in-market demand, and long-term brand-building, creating that in-market demand, continues. To drive long-term revenue growth, we show the benefits of not looking at brand and performance as two separate streams of activity but as one joined up strategy. This joined up creative and media strategy can be deployed, and measured using short-term online metrics to measure immediate performance and provide indicators for the success of long-term brand building.
Jaywing’s work with Furniture And Choice was based on deep insight into audiences, the market and understanding of previous marketing activity. The strategy has given them a roadmap to broaden reach and awareness for the brand while building on the security of data from a performance marketing base to make better informed decisions. Equipping Furniture And Choice with the tools to measure the role and impact of each channel, tactic, and message enables the brand to understand how channels work together throughout the customer journey. This work will enable Furniture And Choice to achieve its business objectives, deliver more personal and relevant content, maximise revenue and increase brand value.
Watch the ‘Data & Insight Driving Brand & Performance’ video presentation to learn how media activity is working across Furniture And Choice’s brand and hear the best ways to maximise brand and performance strategies.