Fashion Executives Examine the Industry Swing From Performance to Brand Marketing

Today, brands have two key marketing challenges: firstly, how can they swing the pendulum back to brand marketing and make that case to their CFOs? And how can they pull attribution back to avoid the inflated ROIs they've been reporting and look instead at an incremental view of the business?

Indeed, the impact and effectiveness of performance marketing is reducing, driven by a convergence of factors. From the competitive dynamics of social channels and social fatigue to diminishing reach and engagement, as well as increased costs and regulation, 2024 will instead see an increased level of spending in the brand marketing space.

For example, last touch attribution, alongside third party commercial insights from social platforms, are not incrementally valid and have trained chief financial officers to expect unrealistic return on investment across marketing activities.

Read at The Business of Fashion