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AWARENESS IS CRITICAL WHEN IT COMES TO BRAND BUILDING

Compared with the alluring, immediate results of conversion-oriented marketing, brand building is slower to generate tangible returns. The returns, however, are meaningful—and measurable. In terms of actual sales, Nielsen’s experience base shows that on average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales. While it might be easy to dismiss a single percent as immaterial, a 1% return on sales of $1 billion equates to $10 million, which is far from immaterial.

Source: Nielsen
link https://www.nielsen.com/us/en/insights/article/2021/when-it-comes-to-brand-building-awareness-is-critical/?utm_campaign=Corporate_Marketing&utm_medium=Email&utm_source=SFMC&utm_content=Newswire_Newsletter&utm_id=06_16_2021

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