Why All Marketing Should Be Performance Marketing
“Why do we still treat brand and performance as two different jobs?” It’s a strange question when you consider how people actually make decisions. A customer doesn’t think, “First I’ll see a brand campaign, then I’ll encounter a performance ad.” They see a video on social media, notice a billboard, hear a recommendation, search Google, visit a website, read reviews, see a retargeting ad and eventually buy. To the customer, it’s one journey. To marketers, it can be multiple campaigns, teams, budgets and agencies, each measured against different goals. This is one of marketing’s biggest contradictions: we organise marketing around…
