28: Campaign Essentials: Marketing Moves in an Uncertain Economy
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28: Campaign Essentials: Marketing Moves in an Uncertain Economy
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This week on Trust Relations: The Podcast, April and Hamish are sharing advice for brands navigating an uncertain global economy. First, they chat about a recent survey from Advertiser Perceptions which reported that 38% of marketers are shifting focus this year from customer acquisition to loyalty programs. Together, April and Hamish weigh in on this marketing conundrum, with the pros and cons for brands seeking to remain profitable. The Campaign Analysis segment features a creative activation from Behr Paint, with an in-depth analysis of the company’s successful “To DIY For” campaign on TikTok.
MARKETING CONUNDRUM:
Should your brand be emphasizing acquisition in the current economy, or shift focus to loyalty?
Read the survey in Marketing Dive: https://www.marketingdive.com/news/marketing-budgets-optimism-inflation-economy/642512/
CAMPAIGN ANALYSIS:
Read about how Behr Paint connects with millennial homeowners on TikTok:
https://www.marketingdive.com/news/behr-paint-diy-marketing-millennial-homeowners-tiktok/642499/#:~:text=As%20more%20millennials%20buy%20homes,increase%20its%20followers%20by%2066%25.
COMMUNICATIONS BUZZWORDS:
Hamish: fructify (v.)
A: putative (adj.)
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