#performance-marketing
#performance-marketing

Cadent Acquires AdTheorent For $324 Million, With Plans To Expand Beyond TV | AdExchanger

AdTheorent acquisition to boost Cadent's omnichannel marketing strategy.

Cadent emphasizing digital demand and performance marketing for audience-based targeting. [ more ]

moredigital-advertising

brand-building

Digiday

'It's just going to be a competition of attention': Why performance marketers are shifting their prioritizes to build the brand

Marketers are shifting focus to brand building from performance marketing amid digital advertising challenges.

Agencies are witnessing a rise in requests for partners to assist with brand building. [ more ]

The Drum

The Drum

Performance marketing has changed due to unreliable third-party data and less accurate targeting and measurement after iOS14. Marketers must justify budgets and focus on brand-building. [ more ]

Digiday

As competition stiffens in digital marketing, Orangetheory Fitness reconsiders performance spend

Investing in brand building is crucial for balancing performance marketing.

Orangetheory Fitness is adapting its marketing strategy to stand out in the digital landscape. [ more ]

Digiday

Marketing Briefing: Agencies see more RFPs for brand building amid 'recalibration' of marketers' priorities

Marketers are shifting focus back to brand building and investing more in brand channels.

The marketplace has shifted, and marketers are now considering brand needs along with performance marketing. [ more ]

morebrand-building

performance marketing

Digiday

Influencer or creator? Here's how marketers can know who to hire

Marketers are increasingly distinguishing between influencers and creators, with influencers being used for performance marketing and creators for branding.

The tumultuous economy has made marketers more specific about when to collaborate with influencers versus creators.

Brands are gravitating towards influencers for their reach and engagement metrics, while showing interest in creators who prioritize crafting genuine, narrative-based content. [ more ]

The Drum

'Destination' e-commerce stores: Why search and performance are no longer everything

Brand marketing is becoming essential to online retail, as performance marketing loses its sway.

Online retailers are creating new measures and indicators of brand perception.

Google's ranking measurements have shifted to prioritize user experience over keywords. [ more ]

Digiday

moreperformance marketing

Marketing Briefing: 'Flat is the new up': Why 2023 hasn't been the easiest year for agencies

The demand for efficiency has intensified due to economic uncertainty.

Marketers and agency execs are still managing conservative budgets and facing challenges like project work and layoffs.

There is a sense of trepidation in the market despite some agencies seeing new business interest. [ more ]

AdExchanger

4 days ago

Why CMOs Keep Turning To Meta; A Ruling In The Google Search Antitrust Case Inches Ever Closer | AdExchanger

Performance marketers blame Meta and Google for downturns in sales or ROAS. [ more ]

Entrepreneur

3 weeks ago

Why This Niche Marketing Approach is the Key to Business Growth | Entrepreneur

Brandformance integrates branding and performance marketing to measure strategy effectiveness and align with data-oriented results for better ROI in the digital marketing landscape. [ more ]

Forbes

Council Post: Performance Vs. Brand Marketing: A Guide For Small Businesses

Performance marketing focuses on immediate results through direct responses and measurable outcomes.

Brand marketing aims to build long-term brand presence, awareness, and perception to drive loyalty. [ more ]

The Business of Fashion

Fashion Executives Examine the Industry Swing From Performance to Brand Marketing

71% of executives plan to increase brand marketing spend in 2024, while only 46% intend to do the same for performance marketing.

Challenges for brands include swinging back to brand marketing, avoiding inflated ROIs, and adopting an incremental view of the business. [ more ]

Forbes

Council Post: 15 Performance Marketing Insights To Pay Attention To In 2024

Different definitions of performance marketing exist

Focus on data gathering and targeting for success [ more ]

Adweek

Not All Performance Marketing Tactics Are Created Equal

Marketers facing budget constraints must spend wisely to achieve KPIs effectively.

CPG marketers struggle with trade spend allocations and uncertainty about advertising effectiveness. [ more ]

AdExchanger

2 weeks ago

Marketing tech

Streaming Platforms Must Become Performance Channels To Stay On Wall Street's Good Side | AdExchanger

Survival in streaming requires turning media into a performance marketing channel with targeted attribution for investors' approval. [ more ]

Forbes

Artificial intelligence

Council Post: How AI Can Help Marketers Stay Profitable During Economic Downturns

Companies must readjust for profitable growth during economic uncertainty.

AI empowers marketers to optimize performance and navigate changing consumer trends. [ more ]

AdExchanger

Unpacking 'Performance TV' | AdExchanger

TV advertisers now seek performance over ratings for streaming ad buys.

Nontraditional ad formats like Disney's Gateway Shop ads cater to reengaging consumers when they're ready to shop. [ more ]

Digiday

Privacy technologies

WTF are outcome-based measurement guarantees?

Performance-minded marketers prioritize outcomes over ad views.

TV networks and streaming services are offering guarantees based on delivering specific business outcomes. [ more ]

Berlin Startup Jobs

Berlin

Job Vacancy: (Senior) E-Commerce Marketing Manager (f/m/d) // Craftly | Marketing & Communications Jobs | Berlin Startup Jobs

Experience in performance marketing for consumer brands is key.

Knowledge of various online platforms and tools like Amazon Seller Central and Google Ads is essential. [ more ]

Berlin Startup Jobs

Berlin

Job Vacancy: Performance Marketing Manager (m/w/d) // MYNE Homes | Marketing & Communications Jobs | Berlin Startup Jobs

Analyzing and optimizing existing performance marketing channels

Testing new marketing channels and strategies

Improving website conversion rates and creating reports [ more ]

MarTech

When and how to move beyond performance marketing to brand strategy | MarTech

Performance marketing is essential for early stage brand growth, but over-reliance can lead to decreased profitability as competition intensifies.

To build a sustainable business, companies should focus on brand storytelling, relationship-building, and leveraging user data to refine their strategy. [ more ]

Skift

Trivago Saw Fourth Quarter Profit Decline 76% Because of Increased Competition

Trivago's fourth-quarter profits dropped 76% due to increased competition in performance marketing channels.

Trivago's new brand marketing campaign is part of a strategy shift towards more traditional advertising methods. [ more ]

The Drum

How a leading car finance broker is driving marketing performance on a privacy-first web

Car Finance 247 uses first-party data to maximize performance marketing channels on a privacy-first web.

Search advertising is the biggest volume driver for Car Finance 247, and accurate measurement using first-party data is crucial for continued performance. [ more ]

Adweek

4 months ago

Amanda Richman Joins Wpromote's Board of Directors

Amanda Richman, former leader of Mindshare in North America, has joined Wpromote's board of directors.

Wpromote is positioning itself to chase larger clients and expand its service offerings with Richman's expertise. [ more ]

The Business of Fashion

Graphic design

The Year Ahead: Why Brand Marketing in 2024 May Reclaim Its Glory Days

Fashion companies are shifting their focus from performance marketing to brand marketing due to factors like cost and data privacy regulations.

71% of fashion executives plan to increase brand marketing spend in 2024, marking a significant shift in priorities. [ more ]

The Drum

Inside David Salisbury's record-breaking lead generation campaign

David Salisbury and Launch won the Performance category at The Drum Awards for Digital Advertising.

The campaign focused on exploring new channels, improving lead property value, and increasing lead-to-consultation rate. [ more ]

AdExchanger