Especially when a company is not doing well, the first reaction is to pursue short -term results. But when you only look at the number of clicks and leads to determine the success of your marketing, the organization is vulnerable to lose market share in the long term.

The idea that there are two types of marketing comes from researchers Les Binet and Peter Field in their report 'The Long and the Short of It'. 

sales activation

The first type of marketing is called 'sales activation'. Sales activation works fast, but only has an effect in the short term. Ultimately, the market share of your brand changes minimally. With sales activation you call an immediate response. Examples are price promotions, lead generation and conversion optimization.

brand construction

The second type of marketing is called 'brand construction'. Brandbouw works less quickly, but it does increase the market share of your brand step by step. Although it only has measurable effect after six months. With brand construction you build lasting memories in the head of people and you influence their behavior in the long term. Examples are PR, branding and advertising.

The ideal ratio

Brand building and sales activation are not choices, but both essential for long -term success. According to research by Les Binet and Peter Field, the ideal ratio is around 60% brand construction and 40% sales activation for consumer brands (B2C). For business brands (B2B) this is 46 percent brand construction and 54 percent sales activation. Yet many companies focus a lot higher on sales activation. The importance of a well -positioned brand on the success of sales activation is forgotten. Successful marketers harvest short -term demand with sales activation, while building long -term demand with brand construction.

Realize brand preference

Growth of your market share therefore requires more than just a sales increase in the short term, within a target group that is already known to your brand. Go for an ideal balance between brand construction and sales activation. By building your brand for the long term, you realize brand preference, which you can then convert with sales activation into more income.