Finding the right balance of brand and performance marketing in 2023

As tough economic times force brands to make difficult financial decisions in 2023, balancing brand and performance elements in marketing strategy will become even more important.

2023 is likely to start with a hangover of uncertain markets, still spiralling energy costs and ever-increasing pressure to make sure that you get the most bang for your marketing buck.

In this setting, a familiar reaction is emerging once again: the temptation for many brands is to hunker down and go all out on performance marketing for quick returns on scarce budgets. But enjoying that sugar rush of instant feedback on results distracts from thinking about the long-term impacts on their (brand) health – and to survive in any environment, you surely need to think about bothinstant...

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Insights Team
Bray Leino

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