Laura Jones, CMO of Instacart: Love the Challenge
Building Better CMOs and Marketing Leaders
The Importance of a Unified Brand and Performance Voice
Maintaining a unified voice between brand and performance is crucial, especially when transitioning from customer acquisition to broader audience engagement. Initially, focusing on inbound marketing for high-intent customers through channels like Search and Shopping was effective. However, capturing a broader audience with lower intent requires a unified voice to maintain brand consistency and engagement across all customer segments.
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