Investing in brand marketing key to unlocking growth, new SCMP Advertising+ and IAB HK landmark study finds.
- Marketers are now more focused on brand marketing to position businesses, and drive acquisition of new customers, loyalty, retention and overall business growth.
- Importance of marketing effectiveness and strategic business metrics are only set to grow.
As we move towards a post-Covid era, marketers now favour brand marketing over performance marketing, with the focus on marketing effectiveness and strategic business metrics becoming increasingly important.
This was one of the key findings from research conducted by the South China Morning Post and the Interactive Advertising Bureau of Hong Kong (IAB HK). The landmark study, titled Unlocking Brand Marketing’s Potential in Asia, looked at how companies in Asia are leveraging marketing to drive business growth.
The research revealed that in the post-Covid era, marketers are more focused on brand marketing to drive acquisition of new customers and boost loyalty, retention and overall business growth.
“During Covid, we were focused on performance, but now we are moving up the funnel again, investing more in brand and destination marketing – and scaling back on performance marketing,” said Bart Buiring, chief sales and marketing, Asia Pacific, Marriott International.
And this switch to brand is seen across all markets.
