Measuring the impact of brand-building activities is challenging for companies, often resulting in over-investment in performance marketing due to its quantifiable results. This approach emphasizes conversion, making it easier to demonstrate returns to leadership. However, such a narrow focus can overlook the importance of brand awareness and consideration stages in the marketing funnel. While performance marketing aims for immediate conversions, neglecting brand-building can be detrimental, leading to ineffective budget allocation and a lack of long-term growth, ultimately costing more in the long run.
Performance marketing focuses on the last step: attracting potential customers and driving them to convert. It's the last mile, and you want to finish strong there.
Many organizations over-invest in performance marketing and spend more to achieve the same or even worse results, as companies equate performance with success.
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