Global marketing and branding news for May 29, 2026. Today’s issue selected by Soulpapa Marketing.
Brand strategy is being repositioned within an immediate performance-driven structure
As the criteria for advertising execution shift toward real-time measurable performance metrics, marketers face pressure to justify campaign value through short-term profitability. Activities that assume long-term effects, such as brand asset building, are placed in a relatively weak position in budget allocation discussions.
In markets where performance has solidified as the key criterion for strategic decisions, marketers are becoming accustomed to reporting outcomes centered on immediately quantifiable metrics like ROAS and conversion rates. While this trend improves advertising investment efficiency, it simultaneously increases the burden of proving value for hard-to-measure marketing activities.
As the structure prioritizing immediate profitability over brand value solidifies, investment logic for long-term customer relationships and awareness assets becomes difficult to maintain without a separate evaluation framework.
This article is excerpted from Brand Marketing Issues/News for May 29, 2026. Check out the daily marketing news briefings selected by Soulpapa Marketing.
Frequently Asked Questions
How can I protect brand campaign budgets in a performance marketing-focused environment?
The key is to establish a separate evaluation framework to demonstrate the long-term effects of brand activities. Since short-term metrics like ROAS and conversion rates alone cannot adequately explain the value of brand assets, you must structure reporting to include metrics such as brand awareness changes and customer lifetime value (LTV) to hold your ground in budget discussions.
What is an effective approach for marketers to persuade executives about the value of hard-to-measure marketing activities?
The more difficult an activity is to measure, the greater the burden of proof becomes, making a hybrid reporting approach linked to performance metrics more effective than standalone reporting. For example, you should create logic that connects the business contribution of long-term investment to quantifiable data by showing, with a time lag, how increased brand awareness contributed to subsequent conversion rate or CPA improvements.
Insights from Soulpapa Marketing — Korea’s digital marketing agency.
Original Korean article: https://soulpapa.co.kr/2026/05/29/news-2026-05-29-%ed%8d%bc%ed%8f%ac%eb%a8%bc%ec%8a%a4%ea%b0%80-%ea%b4%91%ea%b3%a0%ec%9d%98-%ec%83%88%eb%a1%9c%ec%9a%b4-%ea%b8%b0%ec%a4%80-%ed%86%b5%ed%99%94%ea%b0%80-%eb%90%98%eb%8b%a4/
