The effect is temporary, but the brand is enduring

The outbreak of the Covid pandemic has accelerated the development of the KOLs (Key Opinion Leaders) economy on multi-channel social media, with livestreaming becoming a dominant trend in the marketing industry this year. Alongside issues awaiting solutions, such as the authenticity of traffic, fake orders, reliability, and sales capabilities of KOLs, livestreaming is gradually transitioning from a hot phase to a cooler one. In an era where 'effectiveness is king,' is brand investment still worthwhile?

My answer is a resounding yes; the brand spirit remains a long-term ace for any brand.

At last year's annual LinkedIn conference, a key topic of debate was: Between brand marketing and effectiveness-based marketing, which is more important for today’s digital marketers? At that time, I leaned toward effectiveness-based marketing; however, if asked again now, I would unhesitatingly choose brand marketing. What about you?

The emergence of big data has created many new job roles, such as Data Science Experts, Efficiency Communication Specialists, and Super Sales Directors. The essence of these roles is to better leverage the advantages of big data to drive sales growth and profitability.

The boundaries between brand marketing and effectiveness-based marketing are increasingly blurred. Most brands leverage large-scale advertising, combining building advertising channels, outdoor billboards in local areas, and prime-time television broadcasts, thus establishing market leadership and maintaining a leading position for many years. Alongside leading market share, sales volume and profits are also quite favorable.

The digital age opens up opportunities that leave marketers dissatisfied with the status quo. They hold the power of new technological innovations, actively shifting their mindsets, utilizing data for marketing, and thoroughly applying advanced methods in the field of science and technology, such as artificial intelligence and algorithms, constantly refreshing the perception and methods of traditional marketers.

Today, the classic question that marketers face is: How can we find a balance between brand marketing and effectiveness-based marketing? Ultimately, is this a matter of percentage or can the two methods coexist?

I believe these two approaches will coexist and complement each other. Brand marketing is essentially the process of creating and sustaining demand. Effectiveness-based marketing, in essence, is about gathering and converting traffic. Where there is demand, traffic is generated. Through effective brand promotion, traffic can be converted into actual purchases and long-term demand more efficiently.

These two methods support and coexist with each other. Your customers may not be aware of your brand for two reasons: either they have previously used a substitute product, or they are using a competitor's brand. As a leading brand, what you need to do is continuously build tangible benefits for your brand. What unique, irreplaceable features does your brand offer compared to substitutes? What reasons are there for choosing your brand over others?

The vast market space presents enormous growth potential, but it also burdens brand marketing with heavier responsibilities. Brands need more time to educate the market before converting this into performance. However, marketers must do this because, when these customers are converted, you will alleviate competitive pressure from similar brands, leading to more enduring and effective performance. The most important thing is that the market development space is always absolutely vast.

Therefore, brand marketing is incredibly important. For consumers who are using competing brands, their reasons for choosing those brands are varied—whether due to brand spirit, loyalty programs, price factors, etc. Based on the motivations and 'pain points' of different customers, different messages need to be conveyed. Overall, this can be referred to as a marketing method aimed at 'gaining market share,' which is relatively quick, short in duration, well-executed, and easy to generate results.

Similarly, the sooner effectiveness is achieved, the easier it is to win customers from competitors. At this moment, 'Brand' will be your stronghold, protecting your fortress from competitors.

'Brand power' is a comprehensive measure of product advantages, user reviews, distribution network, unique brand spirit, brand content, and user experience. Abandoning brand marketing to focus solely on performance marketing lacks significant meaning; without a brand, performance marketing cannot systematically create marketing capabilities.

Brand power is the energy source of a business, the thread that keeps consumers buying and fosters long-lasting emotional bonds with the brand. Debates surrounding brand marketing and performance-based marketing are losing significance. In today’s rapidly evolving digital economy, the interpretation of 'Brand' is constantly changing.

What is most important for those interested in marketing is to:

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• Regularly measure and review key performance indicators of marketing activities that can significantly impact your brand, making timely adjustments.


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• Always prioritize the customer, creating the best brand experience possible.


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• Focus on the brand's essence, whether it's a premium product or a regular industrial product, seizing every opportunity to convey the spirit and story of the brand while connecting emotionally with customers.


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• Always remember: What cannot be seen or touched is often the most valuable. Psychology has proven that when customers make purchasing decisions, they are not solely rational; emotional factors are the key. Thus, winning consumers’ affection is crucial.


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• Not all brand marketing activities are simply about achieving a specific performance goal. Performance is not the aim; it is the result of effective brand operations."




 
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