Digitization makes everything measurable. That’s so beautiful. But focus too much on short-term results. As a result, the brand becomes less effective. Many digital brands are in fact no longer brands, but rather plain. They have the same taste and smell. Ingmar de Lange, brand strategist at Emerce Digital Marketing, said that with 165 online mattress sellers, you can hardly tell them apart.
“I’m not saying you should stop performance marketing, but it has gone too far,” Delanger said. “This leads to short-term thinking.”
According to De Lange, performance marketing does produce results, but they are short-lived. After the event, the brand will return to anonymity. Then you are one of many anonymous brands.
“People are more likely to buy brands that they are familiar with, even if they pay a little more for these brands. But it takes time to build such a brand and attract the attention of consumers. The numbers have become too impatient. You need at least six It takes only one month to bring a brand to the market.”
Brand building and performance marketing need to be better integrated, especially now that more and more brands want to sell products directly to consumers. De Lange: “Adidas is one of the brands that realizes that it has invested too little in brand strategy. In the long run, you will notice the consequences.”
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