Despite increasing pressure to deliver immediate results, marketers are doubling down on long-term brand-building strategies, with a particular emphasis on compelling storytelling and purpose-driven campaigns, according to a new study from CNN International Commercial (CNNIC) and MTM. The research, which surveyed 1,090 senior marketing leaders across 12 global markets, offers valuable insights into the priorities and challenges shaping the future of marketing.
The white paper, titled “Brand Power: Strategies for Instant Impact and Future Growth”, explores how marketers are navigating modern challenges, including evolving technology, economic uncertainty, and changing consumer behavior. A key takeaway from the report is the overwhelming consensus that brand-building is the number one goal for marketers globally.
Brand Awareness Tops Marketing Goals
According to the study, 78% of marketers cited improving brand awareness and reputation as their top marketing goal for 2024. Despite the constant pressure to generate short-term sales and ROI, marketers are increasingly aware of the importance of cultivating lasting brand value through consistent, long-term efforts.
In fact, 9 in 10 marketers (90%) revealed they are planning or increasing brand campaigns in the next 12 months, reinforcing the notion that investing in brand equity is a key driver of sustained business growth.
The Power of ‘Always-On’ Advertising
One notable trend emerging from the study is the growing reliance on “always-on” advertising—strategies designed to keep brands top-of-mind and continuously visible to consumers. 65% of respondents indicated that maintaining an always-on approach to advertising is vital for strengthening brand equity and securing long-term growth. This constant visibility not only helps brands stay relevant but also builds deeper consumer connections over time.
Purpose-Driven Marketing: More than Just a Trend
Purpose-driven marketing is another critical focus area for brands. With 81% of marketers planning to incorporate community building and Environmental, Social, and Governance (ESG) themes into their campaigns, it’s clear that consumers are increasingly expecting brands to take a stand on important social issues. Marketers are responding to this demand, with many planning to integrate ESG initiatives into their core branding strategies in 2024.
The study also highlighted that 50% of marketers are embracing storytelling as a key element of their brand-building efforts. Whether through digital transformation narratives or diversity, equity, and inclusion (DEI) themes, brands are finding new ways to resonate with consumers by aligning their values with those of their audiences.
The Role of News Providers in Brand Building
Despite the rise of social media and digital platforms, traditional news providers continue to play a crucial role in helping brands build trust and credibility. A striking 91% of marketers surveyed agreed that news providers are essential for effective brand-building, with 83% of respondents affirming that advertising during major world events or breaking news does not harm their brand image. This reinforces the importance of aligning brand messages with key global moments and leveraging the credibility of established news outlets to reach consumers.
Regional Insights: A Global Perspective
The study also provided valuable regional insights, highlighting trends that differ by market. For instance, marketers in India, the UAE, and South Africa reported a particularly strong focus on community engagement and ESG-driven campaigns. Meanwhile, in more mature markets like the US, UK, and Japan, digital transformation and new tech adoption emerged as top priorities for brand marketers.
Jo Tenzer, Director of Audience Insight at CNNIC, emphasized the growing complexity of the marketer’s role in today’s landscape. “Marketers are increasingly tasked with balancing the immediate need for short-term results with the long-term imperative of brand-building,” Tenzer said. “The findings from this study show that despite these pressures, marketing leaders understand that sustainable growth comes from a commitment to continuous, purpose-driven storytelling that resonates with consumers.”
Conclusion: The Path Forward for Marketers
As the marketing industry adapts to a rapidly changing environment, the findings from CNNIC and MTM’s study provide a roadmap for navigating future challenges. For marketers looking to thrive in 2024 and beyond, the message is clear: prioritize long-term brand investment, embrace purposeful storytelling, and leverage the credibility of trusted news sources to build deeper, lasting connections with consumers.
- · Brand-building is the number one marketing goal – 78% of marketers say “improving brand awareness and reputation” is their top marketing goal this year.
- · Brand-building ensures lasting brand value and long-term growth – 9 in 10 marketers are planning a brand campaign over the next 12 months.
- · ‘Always-on’ approaches puts brands top of mind – 65% of brands often rely on an ‘always-on’ advertising to strengthen brand equity and achieve long-term growth.
- · Purpose-driven and storytelling campaigns take centre stage – 81% of marketers plan to incorporate community building and Environmental, Social, and Governance (ESG) themes into their marketing efforts.
- · News providers are still vital – 91% of marketers agree that news providers are essential for brand building, with 83% indicating that advertise during major world events or breaking news doesn’t harm their brand image.
- Despite the pressure to focusing on short-term gains, marketers are placing brand-building at the top of their agendas. 81% marketers say “improving brand awareness and reputation” is their top marketing goal in 2024.
- Marketers invest in brand-building for lasting brand value and long-term growth. 84% marketers plan to start running or increasing their marketing efforts on brand campaigns in the next 12 months.
- Always-on’ approaches puts brands top of mind – 70% of brands often rely on an “always-on” advertising to strengthen brand equity and achieve long-term growth.
- Brands are making efforts to effectively resonate with their audiences. 1 in 2 marketers plan to build their brand through story-telling or purpose-driven campaigns. Environmental Social and Governance (ESG) and community building is the top theme (86%) as part of their brand marketing effort, followed by digital transformation /new tech adoption (70%) and Diversity, Equality and Inclusion (DEI) (66%).
- During big international events and breaking news is a good opportunity for marketers to tell their stories that matters to their audiences. 94% of marketers agree that news providers are essential for brand building. 91% also indicate that the news events don’t harm their brand image
- The survey includes participants from India, the US, UK, France, Germany, United Arab Emirates, South Africa, Australia, Japan, Singapore, South Korea, Hong Kong.
