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Profound insights, trends, and power-packed sessions from Global Marketing Day 2019 ► http://smr.sh/Kd7 Watch our latest video: How to Go Viral on Quora https://bit.ly/ViralOnQuora1 556 "#GlobalMarketingDay #Branding David Buttle, Global Marketing Director, Commercial, Financial Times Watch all session on https://www.globalmarketingday.com/#r... In the year 2000 brand advertising represented 61% of ad spend; in 2018 it was just 46% and it continues to shrink. This trend is despite evidence to suggest that the most effective balance of long-term and short-term marketing hasn't changed. So why is this happening? And how can businesses break out of this vicious cycle of funnel draining, diminishing effectiveness and lower return on marketing investment. Join the Financial Times who will talk you through their latest research, conducted with the IPA, into the organisational drivers of this marketing short-termism and how marketers can make the case for investment in brands. Session takeaways: How can businesses break out of vicious cycle of funnel draining, diminishing effectiveness and lower ROI Walkthrough the latest research of FT conducted with the IPA Learn how marketers can make the case for investment in brands Follow us on social media: Facebook: https://bit.ly/2D1w7Nn Twitter: https://bit.ly/3g8GMnI LinkedIn: https://bit.ly/2XaiVfP Subscribe to our YouTube channel! http://smr.sh/KdD #semrush #seo #digitalmarketing #seotools