Kantar study: Aussie marketers favour performance over brand value
New Kantar research suggests that Australian marketers recognise brand value but prioritise performance marketing and sales promotions.
Destination: Marketing Effectiveness identifies that the drive towards performance marketing is because marketers “find it easy to communicate the returns” (47%), say it “drives more short-term returns than brand marketing” (42%), “feel pressure from the C-Suite to achieve targets” (38%) and “find it more cost-effective” (31%).
The research reveals the traits of leading organisations in Australia (those outperforming their competition) through to lagging (those trailing their competition).
