‘Brand Commerce: A new planning model for marketers’ – Econsultancy
Michael Sandstrom says, “With the growing role digital plays in our shopping behaviours, many marketers have seen the traditional customer journey grow increasingly complex.
We now have to consider a whole range of additional touchpoints when planning marketing and advertising campaigns.
As an agency working predominantly with below-the-line activations and digital touchpoints – effectively the last mile of the marketing funnel – we’ve increasingly come to the realisation that the old marketing model, with a clear separation between sales activations from brand marketing, is broken.
In fact, in the long term this disconnect between the two only helps dilute the brand and makes a sale less likely further down the line.
While a painful truth, it is one we clearly need to quickly accept and adapt to. If not, then we run the risk of facing diminishing budgets and increasingly higher expectations from clients“.
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