Jacob Ader, Julien Boudet, Marc Brodherson, Kelsey Robinson
Brand building’s measurement problem has obscured its importance. As a result, many CMOs shift too much of their marketing spend toward the easy-to-justify capture of customers at the bottom of the funnel at the expense of the less tangible generation of customer demand and attention at the top. This skew toward bottom-of-the-funnel campaigns has significant implications for long-term value. […] To redress this imbalance, leading … [ Read more ]
Content: Quotation | Authors: Jacob Ader, Julien Boudet, Kelsey Robinson, Marc Brodherson | Source: McKinsey Quarterly | Subject: Marketing / Sales