To designate certain strategies and tactics as driving performance implies that other tactics, like brand marketing, don't perform - and that's simply not the case, Schultz says...
The most important thing we can do is drive top-of-funnel awareness and consideration, and then the rest of the funnel takes care of itself,
But there isn't a line [between] brand and performance - it all performs,
Meta's next push for WhatsApp... will include the whole shebang, from branding to DR, and focus on one US state to see if we can really accelerate the growth.
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