"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."
Natalie O'Keeffe
Director Digital Strategy & DTC Marketing, Int'l.
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.
