New York—A new study by b-to-b agency Stein Rogan+Partners, in conjunction with Forbes and Ziff Davis Enterprise, found that marketers are taking a balanced approach to brand building and demand generation in the down economy.
The study, “Balancing Brand and Demand: Measures and Methodologies for an Economy in Transition,” was based on an online survey of 278 marketers and agencies conducted in May.
When asked which is more important to a company's success, brand or demand, 64% of respondents said brand building and demand generation are equally important; 23% said generating demand is more important; and 13% said brand building is more important.
The top marketing tactics used to build brand include out-of-home advertising (72%), social media (69%), PR (69%), broadcast advertising (68%) and print advertising (64%).
The top tactics used to drive demand are outbound telemarketing (86%), sales promotion (70%), sales enablement tools (69%), direct mail (68%) and e-mail marketing (62%).