Retail’s balancing act: Your guide to sustainable performance

This report, created by WARC and Google, explores how to rebalance marketing strategies for retail in the aftermath of the pandemic and subsequent supply chain issues.
  • To rebalance away from ‘short-termism’, marketers must invest in brand building to deliver value to discerning customers and create ‘future demand’ in the long run.
  • Build brand advantage based on four drivers: fame (am I aware of it?), mental availability (would I consider it?), recognition (do I know it when I see it?), perceptions of value (do I think it’s worth the price?).
  • Developing an understanding of how the strengths of different platforms (especially and marketplaces) can allow marketers to balance their budget allocations across channels to achieve their marketing objectives.
  • Consider implementing attribution and marketing mix modelling (MMM)...

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