Why all marketing should be performance marketing
Remember, the critical difference here is to bring performance thinking to the upper funnel. Don’t settle for reaching a certain demographic at an “optimal” frequency or tolerate a low to negligible click-through rate. Instead, use unique, intent-based insights to trigger the right ads at the right moments, ads that align with constantly changing and evolving consumer mindsets.
Experiment with video (pre-roll, bumpers, etc.), high-impact display, sponsored content, digital out-of-home, and addressable TV to build your brand and stoke the consideration engine. Even direct-response brands can get excited about sponsoring major events (like award shows or sporting events) if consumer intent signals support the investment. Just layer on the right performance lens to be sure you’re getting the most out of these initiatives.
Build your brand for performance
Performance’s legacy role at the end of a consumer journey has been well established for years. Next to traditional channels, digital’s comparable strengths in measurement, targeting, and speed to market helped it grow rapidly over the past decade. However, many brands come to us with challenges in maintaining year-on-year growth within their digital acquisition programs. The common culprit? Declining brand demand.
Sure, disruption from newer digitally native brands can change the rate of decline for a venerable company, but that should only be true if the brand is vulnerable to begin with. Don’t get me wrong, it is still critical to refine your acquisition programs, but that cannot be at the expense of bigger brand-focused marketing powered by performance insight.
If you simply start with your largest acquisition tactics and use advanced measurement to work backward to understand the origins of that demand, you will start to see video, display, audio, and even some forms of print in new light. After all, no one wakes up one morning and just intuits that your brand exists and they need what you sell.
Make performance marketing an organizational responsibility
Lastly, full-funnel performance hinges on bringing performance thinking to your entire organization. If digital advertising alone was the silver bullet, we wouldn’t see massive ad spenders still struggling to produce business outcomes. The burden of customer acquisition can’t sit solely on media and acquisition teams.
Too often, marketing organizations only look to make up performance deficits through refreshed advertising plans or increased marketing investment. Perhaps the performance challenge is in the shopping experience or somewhere deeper in the technical workings of your customer-facing systems. Performance thinking means investigating post-ad engagement and eliminating friction to boost conversion rates. Rich data is hiding everywhere in your organization.
Performance marketing can address digital disruption head on. To drive business outcomes, brands must be there for people at all stages, creating relationships throughout the shopping journey. By applying a performance lens to all media and content, brands can reignite consideration building and streamline conversion processes. Moreover, they can advance to a place where all growth marketing is a pursuit that demands performance.