In 1931, Mr. McElroy of Proctor and Gamble was the first to argue that companies should have ‘Brand Men’ or people whose sole responsibility would be to manage the brand and he was heavily scrutinized as a result. Marketers are now scrutinized for making the argument that brand advertising and brand stories are less important and the focus should be direct response marketing.
39% of CMOs surveyed by Columbia Business School went as far as to say that they consider it important to spend ONLY on marketing activities where the financial effects can be specifically measured. 70% of them reported that a “cross-platform model for ROI” is a major goal for their business. Marketers are still spending the majority of their budgets on branding though, and not direct response advertising. Why the disconnect?
Teg Grenager, CPO and Co-Founder of Adap.tv, continues his video series, TEG Talks, with the latest episode entitled “The Death of Brand Advertising and Why You Should Cheer.” Grenager focuses on the measurability and ROI data of the popular brand advertising versus the more recent trend of direct response advertising.
Check out Episode 2 below.
