The Economist launched its first brand marketing campaign in 15 years with a goal of broadening its readership beyond an elite audience to include younger, more digitally native individuals. Marketing EVP Nada Arnot explained that the success metrics emphasize brand lift and awareness rather than web traffic, which was not the campaign's focus. Despite seeing volatile traffic patterns, including both high and low numbers, the brand's goal remains to attract users to their app rather than their website, indicating a strategic shift in how they measure engagement.
"Nowhere in our brand messaging did we say, 'go to Economist.com to learn more,' because that's not a true brand campaign, right?"
"We're seeing, and strategically, what we really want, is for more people to go to our app, anyways. So, tracking traffic to the website is a little bit of a red herring."
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