Hyper-targeted activation has become the norm in marketing. But this approach can actually be detrimental to business objectives. The last few years have seen short-term marketing techniques as enterprises’ first priority. Companies have invested most of their marketing budget in short-term, fast-return campaigns that are driven by online paid media programmes and content, in the hope to keep sales afloat for the next 6 months. In the longer term, this short-termism has rapidly deteriorated the overall impact of marketing. Too much time spent on low-hanging fruit means less time watering the tree. And eventually…the tree stops growing. Join Attest’s Mark Tomkinson, and Senior Marketing Director at Rock Content, Giuseppe Caltabiano, as they explain why brands should adopt an integrated model, a model of marketing running at two velocities. You will discover: Brand building and sales activation are not choices or alternatives – they are interdependent and both are essential to long-term success. Activation marketing is about growing physical availability, and is best served by tight targeting and relevant messages.Brand building is about increasing a consumer’s mental availability for your brand, and is driven by broad reach, stories, emotions and associations in B2C; by stories, educational and informational content in B2B.B2C and B2B marketing aren’t as different as you might think – both need to appeal to consumers’ rational and emotional sides.