𝟳𝟬% 𝗼𝗳 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗮𝗿𝗲 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗶𝗻𝗴 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗼𝘃𝗲𝗿 𝗯𝗿𝗮𝗻𝗱 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴

(source: Nielsen’s 2024 marketing report)

63% of their budgets are going to digital channels.
I’m not sure what the perfect marketing mix is for brand building (maybe a bit more than 30%?), but it’s illuminating that marketing is all digital and all direct response.

What are the implications of this?
– 𝘆𝗼𝘂 𝘀𝗵𝗼𝘂𝗹𝗱 𝘄𝗼𝗿𝗸 𝘄𝗶𝘁𝗵 𝗺𝗲
😂 🤣 😂
I jest, but not too much.

When you have people going from a digital environment and you want them to perform a specific action you want to:
– understand what your customers motivations are; their areas of friction are and how your app/website caters to them
– validate and derisk your big product choices
– test any one way/big changes to ensure you’re not breaking your performance channel

People (like me) who are grounded in research, data, personalisation and testing can help you to ensure that the value of your spending is maximised.
My DM’s are open 😉