We sat down with Zoetis and Samsung to discuss the everlasting marketing truths that remain despite disruption, and how brands can adopt innovative marketing techniques to withstand our unprecedented ecosystem.
Responding to constant disruption
Sticking to the five marketing principles and their business impact
Adopting a holistic measurement strategy to future-proof marketing plans
Recorded at the Festival of Marketing 2022
"We take the principals that we know have worked from previous campaigns or our core marketing theory. We'll apply that, and then we will do some rapid testing. We do a small scale pilot and if it works we'll scale it up. And then we try to build some kind of playbook or tool kit that helps us define what we know works or doesn't work in a market...and if you just keep doing small scale pilots, test and then scale up, that seems to be the most efficient way for us to do it risk free, and in a relatively controlled environment."
Director Digital Strategy & DTC Marketing, Int'l.
Director Digital Strategy & DTC Marketing, Int'l., Zoetis
Formerly Head of Marketing Strategy, Planning and Effectiveness, Samsung
ROI GENOME FLASH
Brand vs Performance - how to find the right mix
Zoetis knew they needed to make changes to improve their brand notoriety. But many leadership teams will prefer marketing focuses on performance marketing to drive sales, especially when the economy is tough and short term survival is the priority.
But in our ROI Genome Flash, we examine the halo effect of brand messaging on performance marketing - and prove the undeniable direct and indirect commercial value of brand campaigns.