A lot of D2C brands often want to benchmark their marketing effectiveness against other D2C players, disregarding the product category.
While a similar marketing effectiveness strategy could work for fast moving goods, the same cannot be applied to D2C brands with longer sales cycles – like furniture or electrical appliances.
I have seen some brands taking cue from D2C FMCG products and think that the performance marketing measures working for these fast moving products, could also work for them.
In some cases, they also want agencies to prove a high short term ROI or rather prove the efficacy of the whole Marketing effectiveness exercise by citing examples of these brands.
For products with long sales cycle, it is essential that the focus should be on brand building activities and measuring brand equity.
Short term sales activation while required, will not capture the long term ROI of any medium.
I would suggest brands with long sales cycle to model brand equity as well, because in the cluttered market your job as a brand is to be in the consideration set of the buyer.
How do you gain access to this coveted set?
Well the answer is – through long term focus on brand building.
As they say, what gets measured gets improved. MMM can certainly help you in this regard.
Link to the our case study on Brand Equity in resources.
Resources:
Link to case studies:
- https://www.linkedin.com/posts/ridhima-kumar7_capturing-brand-equity-changes-through-ucm-activity-6982674967968567296-7I84?utm_source=share&utm_medium=member_desktop
- https://www.linkedin.com/posts/ridhima-kumar7_performancemarketing-brandequity-marketingmixmodeling-activity-6975331552855560192-Mgnh/?utm_source=share&utm_medium=member_desktop
