Data vs. Emotion: The Marketer's Dilemma
21 Jul, 2023
In his latest column for MAD//Insight, Ian Maskell, Unilever's former VP Global Marketing, argues that key to marketing success lies in finding the delicate balance between performance-driven marketing and creatively building brand power.
The digital age has been transformative, performance marketing is the new game in town with metrics - PPC, ROI & clicks – reigning supreme. Data has become the lifeblood of marketing campaigns. Advanced analytical tools and the abundance of data enable marketers to make informed decisions and optimise plans. The focus has shifted towards targeted advertising, personalized messaging, and hyper-segmentation.
The emphasis on performance marketing has driven focus on bottom-of-funnel activity. Marketers are investing resources in tactics - lead generation, conversion optimization - to drive immediate results. The pursuit of short-term gains takes precedence over long-term brand-building efforts.
In the quest for instant gratification, the art of brand building is taking a back seat. Crafting a powerful brand with strong emotional connections takes time, investment, and a deep understanding of consumer psychology. However, it is these very elements that forge lasting relationships with customers and differentiate brands from their competitors. They also create distinctive memory structures.
Brand power is the intangible asset that sets a brand apart. It encompasses nebulous factors like brand awareness, reputation, trust, and emotional resonance; somewhat out of step in the era of data & precision. But, without a strong brand, performance marketing tactics may not deliver their full potential & will not foster long-term loyalty and advocacy.
The key to marketing success in 2023 lies in finding the delicate balance between performance-driven marketing and building brand power. It is not an “either-or” but a symbiosis to fuel sustainable growth over many years. Brands need to invest in short-term performance tactics and long-term brand-building to achieve optimal results and a strong ROI (Return on investment).
Emotional connection remains fundamental to successful brand building. Data and analytics provide invaluable insights & fuel powerful sales tactics but the importance of eliciting an emotional response from consumers cannot be overstated. Powerful storytelling, authentic experiences, and purposeful initiatives create emotional bonds that transcend transactional relationships. In short, Creativity is the magic dust to deliver the X-factor for the most powerful brands.
Brand equity, the value that a brand holds in the minds of consumers, plays a vital role in shaping consumer perceptions and influencing purchase decisions. It is the culmination of years of consistent brand messaging, exceptional customer experiences, and a strong brand identity. Brand equity also fuels performance marketing, enhancing effectiveness and driving higher returns.
During MAD//Fest a couple of weeks ago I had the pleasure to listen to a captivating narrative from Beavertown Marketing Director Tom Rainsford. Apart from being a wonderful storyteller, Tom demonstrated his commitment to the power of creativity. Certainly, Beavertown is distinctive & differentiated in the cliched beer category. It’s not an accident that the funky brand identity makes their beer glass the most stolen in the UK – this is not a result of performance marketing, but the magic of creativity & the dark arts of brand building! Beavertown seems to have bridged the digital divide - an inspiration for all brands!
In the dynamic landscape of marketing in 2023, the tension between performance-driven tactics and brand power is evident. While performance marketing metrics provide immediate feedback and tangible results, brands cannot neglect the art of brand building. Investing in brand power, emotional connection, and building strong brand equity forms the bedrock for sustainable success. By striking the balance between performance and branding, marketers can harness the full potential of the digital age while creating meaningful and enduring relationships with their audience.
Ian will be writing a column for MAD//Insight regularly throughout the year. You'll be able to watch the panel he chaired at MAD//Fest London earlier this month on our YouTube channel from next week.