The secrets to unlocking an outcomes-obsessed culture in your organization
April. 22, 2024 | By Mindshare
Most marketers today say they realize that brand marketing and performance marketing can’t operate in silos. But, in practice, too many of them seem hooked on the instant gratification of performance marketing, despite mounds of academic research and brand testimonials suggesting the returns can be misleading.
The accelerated growth of performance marketing separated from brand is bad for both business and consumers. On the business side, the short-term gains in customer acquisition or return on ad spend aren’t sustainable, and marketers end up optimizing themselves into a corner while ignoring the impact of brand metrics. And because budgets and tactics are split along these artificial lines, consumers are stuck with disjointed communications and experiences.