A cracker of an episode in the second installment of this series! The performance marketing vs brand debate is discussed by Tom Roach and Claire Strickett. The two have merits, but have different objectives and payback periods.
Many marketers get stuck in a hamster wheel of only measuring performance metrics like ROAS and CPA.
Instead of seeing it as a battle between brand and performance, why not work together to allocate budgets appropriately?
A highly interesting Ep#2 Planning for Effective Outcomes: "Performance vs. Brand"