CMO Evolution

#2 Maturing from paid social to brand marketing

Paid social - the darling of the digital marketing world. Quick results, easy(ish) tracking, a marketer's dream. We've seen a shift, a maturation (maybe? maybe just a shift in priorities of what a business deems high value at a given time), from paid social to brand marketing.

Over the years, the priority has seesawed between the two. Paid social has its time in the limelight, then hands over the baton to brand marketing. We see this trend distinctly in hiring (and layoffs) as well as business prioritization / goal setting shifts.

Brand marketing offers a different allure. It's about building an identity, a story, a connection. It's long-term, it's strategic, it's about winning hearts before wallets.

But why this continued flip flop? Why is it so hard to walk and chew gum at the same time? Both types of marketing are essential, each brings its own unique value to the table.

We need the sprinter, the deliverer of immediate results. We also need our marathon runner that proves longevity. Reflect on your current strategy. Are you balancing the sprint with the marathon?

Read the full article here by The Drum.