All organizations need to utilize a combination of brand marketing and performance marketing. These two marketing approaches work synergistically to ensure long-term brand positioning (and loyalty) goals are supported while capturing lower funnel conversions with the short-term, measurable marketing tactics. One of my favorite quotes illustrates the need to balance of both types of marketing: “Marketing is like asking someone on a date. Branding is the reason they say yes.”
Most digital marketing tactics fall into the “performance marketing” category, with the exception of a few, such as streaming video or audio. These streaming tactics can play double-duty but typically lean more toward brand or awareness support versus immediate action.
Using the ladder-up approach to reporting, we can clearly see how lower funnel performance marketing channels support more strategic goals that are less attributable to specific tactics, but also factor in brand marketing.
A wholistic view and balance of results-focused marketing and brand marketing is vital to success. Read more about the importance of brand marketing as a complement to results-focused marketing.
Ready to get started? Contact Angela at [email protected] or 918-938-7912.
