Brand vs. Demand: Navigating the Duality of Marketing Content in Modern Retail

Marketers understand the importance of both brand and performance marketing. Brand marketing aims to create a strong brand identity over time, while performance or demand marketing focuses on delivering measurable results such as lead generation, sales and revenue. The real challenge for modern marketing teams is balancing the two strategies while ensuring long-term goals are not compromised. So, how can marketing teams invest their resources in creating content that delivers immediate results and long-term value for their brand? 

During this episode of Retail Remix, learn how to balance brand and performance marketing by getting tips from Ilene Richardson, Founder and CEO of Imaginary Content, a company that helps brands navigate new content and commerce realities. Listen to learn:  

• How to prioritize investments in both brand and demand marketing; 
• Which channels and platforms are rising to the top in strategic marketing conversations; 
• How to approach these topics amid new financial pressures; and 
• The importance of measuring the impact of content to optimize investments and maximize reach. 

RELATED LINKS 

• Connect with Ilene here! 
• Learn more about Imaginary Content. 
• Learn more about content impact trends at Retail TouchPoints.