United States Client Login Solutions Insights News Center About Insights Report Take command of your brand Long-term growth requires a balanced marketing strategy Media 06-08-2021 Download Marketers have always been pressured to deliver measurable ROI for their efforts, but the demand for growth has sharpened as the world looks toward a post-pandemic future. As the learnings of several multinational brands suggest, that growth must be addressed with balanced marketing strategies that re-elevate upper-funnel, brand-building efforts to work in tandem with the mid- and lower-funnel efforts. The rebalancing of marketing strategies before the pandemic by brands like Gap and Adidas speaks to an important recognition: Building and maintaining a brand takes more than simply maintaining sales. That’s because any brand’s existing customer base won’t generate enough incremental sales to meet most long-term growth goals. Importantly, upper-funnel marketing efforts are a lever to drive sales. They also generate an array of ancillary benefits that can drive the efficiency of sales activations. This paper delves into the importance of a balanced marketing strategy and the benefits that both short- and long-term initiatives deliver along the path to sustained brand viability. Download Tagged: advertising | brand marketing | Marketing Performance Contact Us Related Insights Article In uncertain times, continuous planning should be the new norm Nielsen recently identified three pillars of effective media planning that marketers should focus on in order to thrive in an uncertain future—focusing on the people they’re trying to reach, connected planning and continuous planning. Read More > Video Debunking the Myth that Brand Building Doesn’t Drive Sales The appeal of conversion-driven marketing is clear, given the ability to register quick, measurable results. However, that shouldn’t overshadow brand building. Read More > Article For Marketers Today, Reallocation Times (and Tools) are Critical There are signs of a rebound across sectors, but that doesn’t alleviate the need for marketers to stay focused on the effectiveness of their marketing spend. Read More > Get the Nielsen Media Pulse Global Nielsen news and insights delivered directly to your inbox. By clicking on Subscribe, I agree to the Privacy Policy and Terms of Use. Company Info About Nielsen Investor Relations SEC Disclaimer Careers News Center Responsibility & Sustainability Nielsen Panels Client Learning Press Room Contact Us Insights Articles Reports Podcasts Case Studies Top 10 & Trends How We Measure Webinars & Events Resources Newsletter Sign-up Solutions Audience Measurement Audience Outcomes Gracenote Content Services Privacy Statement Do Not Sell My Personal Information Terms of Use Copyright © 2021 The Nielsen Company (US), LLC. All Rights Reserved. By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. Cookies Settings Accept All Cookies