Performance brand marketing .. Are you ready?

It’s essential that performance and brand marketers join forces to get the most out of your marketing strategy.

While both come under the marketing umbrella, these two specialities have developed their own language, culture and objectives that don’t often overlap. We’ve taken a look at how they can interact and how might each benefit from the other’s input.

MEASUREMENT

To start it’s important that brand and performance marketers are aware that brand isn’t just pretty pictures and can’t be measured! It can! Brand teams have several metrics that they can track closely including brand recall affinity, consideration, purchase intent, NPS, and sentiment. Metrics can be attached to these and campaigns can be specifically created to make a positive impact. Tracking correctly, you can see a correlation between increasing or decreasing brand equity and sales.

This illustrates a common ground between performance and brand teams where the shared data encourages measurable improvements and helps your brand in a proactive and practical way.

BRAND VS PERFORMANCE

It’s important to have a holistic view of brand, content and consistent investment in awareness campaigns. These are all aspects of marketing that never gain initial credit based on first or last touch attribution models – but they’re still important. Brand is the engine for growth, with performance marketing being the fuel. Having one without the other can only get you so far. It makes complete sense! Would you click on a promotion from a brand you know and love, or one you’ve never seen before… or don’t like? You have to have both components to increase your customer base, generate greater awareness and increase sales.

 

Overall when brand and performance work closer together, you start to develop better creatives and deliver brand consistency, while maximising their impact through smart targeting and future refinement based on performance feedback.

 

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