For the past ten years working in digital marketing, the world has been divided into Branding and Performance Marketing. Branding is full of large budgets and not much accountability for their results. Performance Marketing (or Direct Response) has ugly creatives but gets beautiful, carefully documented returns.
Advertising has not always been lik…
Tag: direct response
Don’t call it Performance Marketing
“Performance marketing” vs. “Brand marketing”
There is this weird distinction in the advertising industry between “performance marketing” and “brand marketing”, where the former usually refers to the highly-trackable, data-driven spend, where the other is awareness-creation, emotions-driving, hard-to-measure-impact kind of spend: the most obvious example of the two are SEM and TV advertising. Continue reading