后疫情时代品牌营销和效果营销的加减法 2021-10-12 15:10:00.0-2021-10-12 15:50:00.0|2021-10-12 15:10:00.0

高峰论坛现场视频实录

主题阐述

品牌营销和效果营销是两大要害部门,对企业的增长至关重要,但当管理不当时两者有时会出现冲突。品牌营销成功与否通常以消费者对品牌的认知度来衡量,而效果营销人员则通过产生的收入等硬指标来评估成功,疫情的影响进一步加剧了这一对比。在后疫情时代,对营销人员而言,品牌营销和效果营销,哪个更重要?

Brand marketers and performance marketers are two powerful departments, crucial to the growth of a company and, unfortunately, can sometimes be at odds with each other if not managed properly. Brand marketing success is often measured by brand recognition amongst consumers. In contrast, performance marketers measure success by looking at hard metrics such as revenue generated amongst others. The contrast is further dramatized by the impact of COVID. In the journey of recovery, what’s more important to marketers?
 

演讲嘉宾

何嘉琳    

INITIATIVE极致传媒 中国区首席执行官

温道明    

UM优盟 中国区首席执行官

林永岚    

美国运通在中国境内合资银行卡清算机构 首席市场营销官

钟经伟    

汉高大中华区化妆品部总经理

章驰       

伽蓝集团媒介总监

刘霄      

埃克森美孚中国投资有限公司 北亚市场部总经理