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Kapil Narnaware, the Chief Marketing Officer at Pidilite Industries, believes that it is crucial to strike a balance between performance marketing and brand marketing. In an interview with Exchange4Media, Narnaware emphasized that while performance marketing provides immediate results, brand marketing helps create long-term value for the organization.
Narnaware acknowledged that in today’s digital landscape, it is tempting to focus solely on performance marketing, which is measurable and often provides quick returns. However, he believes that neglecting brand marketing can be detrimental to a company’s long-term success. Brand marketing, he argued, helps create an emotional connection with customers, builds loyalty, and fosters brand recognition.
According to Narnaware, Pidilite Industries, a leading manufacturer of adhesives and sealants, has seen significant benefits from adopting a balanced approach to marketing. The company has implemented a mix of both performance marketing and brand marketing strategies, which has enabled it to achieve its goals more effectively.
The company’s brand marketing efforts, Narnaware explained, focus on storytelling, building brand awareness, and creating a connection with customers. This approach has helped Pidilite Industries to build a strong brand identity and establish itself as a leader in the industry.
On the other hand, the company’s performance marketing efforts are designed to drive immediate results. Narnaware stressed that performance marketing is essential for driving sales, leads, and conversions. He highlighted that by combining performance marketing with brand marketing, Pidilite Industries has been able to achieve a 30% increase in sales and a 25% increase in brand perception.
To achieve this balance, Narnaware emphasized the importance of collaboration between teams. He underscored that effective communication between the brand marketing and performance marketing teams is crucial to ensure that both strategies work together seamlessly. He also stressed the need for clear objectives, measurable KPIs, and a strong brand vision to guide the marketing efforts.
Narnaware’s views on the importance of balancing performance marketing with brand marketing are relevant to many companies, as they navigate the complexities of the digital marketing landscape. By adopting a holistic approach that incorporates both performance marketing and brand marketing, organizations can create a strong brand identity, build customer loyalty, and drive business results.