How can your customers buy from you, if they don't know who you are?
It feels like that one simple question should be the end of any debate around the value of investing in brand awareness, and yet many CMOs struggle to get buy-in and alignment from stakeholders, and are instead pressured to focus as much as possible on clearly attributable performance marketing.
Rachael Donnelly, CMO of Experian Marketing Services, knows that you need to balance both sides, and she's joined us on CMO Convo to share her insights on how you can clearly communicate the value of brand awareness.
Key talking points
- Why brand awareness can often be negelected and why that's a problem for companies.
- Why performance and brand awareness go hand-in-hand.
- How to make the case to stakeholders and convert them to believers in the power of brand awareness.
About the guest
Rachael Donnelly is the Chief Marketing Officer of Experian Marketing Services, the marketing and data analytics arm of the Experian credit bureau. Her goal is to help brands, marketers, and companies reach their audiences.
Prior to Experian, Rachael was the SVP of Product Marketing for Publicis Media, and had held senior marketing positions in a range of start-ups.
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