ThinkAdvisor Marketing Blog:
Many financial industry marketers dramatically accelerated their use of digital marketing during the pandemic, focusing on lead-generation and other performance marketing tactics.
But as a recent article in the Harvard Business Review points out (Ten Truths About Marketing After The Pandemic), as we move forward, there is a strong need to balance brand/product awareness and performance marketing to achieve the best results.
“Many companies are bringing their customer relationship (CRM) team closer than ever to their media teams to see the full continuum more easily and realize efficiencies,” writes the author, Janet Balis who heads consultant E&Y’s CMO practice.
“It will be important for companies to leave space for both brand and performance marketing given that bottom funnel strategies drive top funnel goals and vice versa. Simply put, they work better together,” she says.
I couldn’t agree more. ThinkAdvisor has a number of ways to combine branding and awareness solutions such as high-impact display units and interactive content hubs with performance marketing programs like our lead-gen and webcasts.
As always, if you have any questions, please feel free to contact me via email at [email protected]. Lastly, as usual, please read on to find the latest finance industry developments that are most important for marketers to know about.
Vice President, Financial Markets Leader
Trends Financial Marketers Need To Know
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From John Hancock Investment Management