{"id":93264,"date":"2026-04-29T01:33:09","date_gmt":"2026-04-29T06:33:09","guid":{"rendered":"https:\/\/www.bricktowntom.com\/blog\/?p=93264"},"modified":"2026-04-29T01:33:09","modified_gmt":"2026-04-29T06:33:09","slug":"the-business-case-for-marketing-balance","status":"publish","type":"post","link":"https:\/\/www.bricktowntom.com\/blog\/04\/the-business-case-for-marketing-balance.html","title":{"rendered":"The business case for marketing balance"},"content":{"rendered":"

In late May, the U.S. military airlifted<\/a> 70,000 pounds of baby formula from Europe to the U.S. to help with the national shortage.<\/p>\n

It was another troubling development in what has become a national supply-chain crisis that\u2019s still affecting everything from cars to semiconductors to lumber. And that\u2019s a problem for marketers focused on lower-funnel initiatives when products may not be available anytime soon. Should they continue executing conversion-oriented tactics when supply is low, they risk losing trust when consumers realize the brand can\u2019t deliver on what\u2019s been advertised.<\/p>\n

This current issue will eventually settle down. However, it offers a lesson that\u2019s applicable no matter what the global supply chain looks like: Focusing on long-term brand building<\/a> is just as important as short-term sales.<\/p>\n

In tough economic times, it can be tempting to double down on immediate revenue wins. Even though it may seem counter-intuitive, now is exactly when you should be investing in your top-of-funnel marketing.<\/p>\n

Just as the Ehrenberg-Bass Institute has long argued<\/a>, awareness (or \u201cmental availability\u201d) is the best path to customer acquisition. After all, who\u2019s going to purchase your product when they\u2019ve never heard about it in the first place? And with more people<\/a> shopping online, and with the virtual shelf being infinitely longer than the one at your local grocery store, there\u2019s more competition to beat out.<\/p>\n

Brand awareness is critical. On average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% <\/a>increase in future sales, according to Nielsen\u2019s research.<\/p>\n

Plus, Americans these days are especially open to trying new products. U.S. consumers say that 12.1% of their online purchases<\/a> involve a brand they hadn\u2019t purchased before. And, even if you don\u2019t have any inventory to sell at the moment, you can slightly tweak your lower-funnel activities to further strengthen your brand awareness and consideration.<\/p>\n

For example, consider replacing a \u201cBuy Now\u201d call to action button with one that says \u201cSign Up for the Waitlist.\u201d By adding customers to an email database, marketers can automatically provide updates when sought-after products are back in stock, as well as target them with other brand-building messages or even pique their interest in another set of products.<\/p>\n

In this way, you shouldn\u2019t see the two parts of your funnel as at odds. Even when you\u2019re focusing on the long-term health of your brand, both approaches work together to ultimately drive revenue.<\/p>\n

Of course, building a strategy that effectively tackles both objectives isn\u2019t always straightforward. Channels that are great for promoting brand equity may not be ideal for driving sales, and vice versa. Marketers need to measure the impacts of both objectives to ensure their full-funnel efforts strike just the right balance.<\/p>\n

Of course, building a strategy that effectively tackles both objectives isn\u2019t always straightforward. Channels that are great for promoting brand equity may not be ideal for driving sales, and vice versa. Marketers need to measure the impacts of both objectives to ensure their full-funnel efforts strike just the right balance.<\/p>\n

For more insights on how to grow brand and sales together, visit Nielsen\u2019s Full Funnel Hub<\/a>.<\/em><\/p>\n

Source: Nielsen<\/p>\n

Republished by Blog Post Promoter<\/a><\/small><\/p>","protected":false},"excerpt":{"rendered":"

In late May, the U.S. military airlifted 70,000 pounds of baby formula from Europe to the U.S. to help with the national shortage. …<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[51],"tags":[126],"class_list":["post-93264","post","type-post","status-publish","format-standard","hentry","category-a-few-things","tag-information"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p3k0YU-ogg","jetpack-related-posts":[{"id":93150,"url":"https:\/\/www.bricktowntom.com\/blog\/05\/how-to-overcome-supply-chain-challenges-in-2022.html","url_meta":{"origin":93264,"position":0},"title":"How to overcome supply chain challenges in 2022","author":"admin","date":"May 2, 2026","format":false,"excerpt":"COVID certainly threw the world into an uproar, causing major disruptions in everything we did \u2014 the way we worked, played, ate, and shopped. 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