In this episode, Sharan interviews Sudeep in a deep dive into how traditional and digital marketing approaches are evolving. They revisit the past reliance on TV as the cornerstone of Integrated Marketing Campaigns (IMCs) and contrast it with today’s multifaceted strategies tailored for a cluttered media environment. KEY TAKEAWAYS: The Shift from TV-Centric Campaigns to Multi-Channel Approaches: Sudeep elaborates on how marketers once centered brand messaging around TV campaigns, which were then supported by secondary channels, and how digital-first brands are reshaping this strategy. Consistent Salience vs. One-Time Visibility: The concept of maintaining "consistent salience" in a world flooded with advertising is discussed, emphasizing the need for brands to reinforce their propositions regularly to stay top-of-mind. Balancing Branding and Performance Marketing: The discussion highlights the necessity of coupling top-of-the-funnel brand-building efforts with performance marketing to safeguard the customer journey and improve ROI. Guarding Against Funnel Drop-Offs: Sharan and Sudeep explore tactics to prevent potential customers from drifting towards competitors, focusing on how brands can effectively use performance marketing without neglecting their broader brand-building efforts. QUOTE "Consistent salience is easy to create but challenging to sustain in today's media-saturated world. Brands that balance strategic brand-building with tactical performance marketing will outlast their competition." RESOURCES: Evidence that shows a linear relationship between conversion ratio and awareness levels Previous episode on Building Integrated Marketing Campaigns As always, send your feedback and topic suggestions to [email protected] Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla on ⁠Linkedin⁠ Sharavana Raghavan on ⁠Linkedin⁠ FOLLOW US ⁠LinkedIn Instagram⁠ CREDITS Album Art & Design by ting.in Voiceovers by Anjale Stephanos Music from Zapsplat.com