The article discusses a Tactics + Insights guide by Vistar Media, centering on a survey of 113 marketing professionals regarding the integration of branding and performance marketing. Many marketers struggle to align budgets and achieve both brand recognition and performance-driven results due to cost restrictions and siloed data operations. Advanced analytics offer solutions to measure branding impact on conversions, allowing for better campaign optimization. However, outdated beliefs and processes still hinder progress, highlighting the need for marketers to adapt to a rapidly changing landscape and leverage new opportunities effectively.
Advanced analytics can now measure the influence of branding campaigns on conversions.
This evolution unlocks new opportunities for marketers to reach incremental audiences, experiment with media and creative, improve efficiency and maximize conversions.
Cost restrictions and siloed data operations are the biggest obstacles to achieving marketing goals.
Institutionalized thinking and outdated processes that pigeonhole media channels prevent marketers from seizing opportunities and adapting to evolving platforms.
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