Season 5, Episode 10: Podcast: Understanding "Brandformance" marketing (with Jess Jacobs)

My guest on this week's episode of the podcast is Jess Jacobs, the CMO of MDVIP, having previously served in senior marketing roles at Shopify and Wayfair. The topic of our conversation is Brandformance marketing -- or brand-oriented marketing pursued with specific sensibilities around directly-measurable business objectives.

Among other things, we discuss:

• The definition “brandformance," and differentiation between brandformance and traditional brand marketing;
• The approach to measurement that best integrates top-of-funnel brand marketing into a performance marketing workflow;
• The common characteristics across marketing teams that are effective at utilizing both brand and direct response tactics;
• What companies tend to get wrong about brandformance;
• Why brand marketing is incorrectly viewed as less analytically rigorous than direct response marketing;
• The optimal level of integration between brand and direct response efforts;
• Whether a CMO can capably manage both brand and direct response initiatives.

Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

• INCRMNTAL⁠⁠. True attribution measures incrementality, always on.
• ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.

Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

The Mobile Dev Memo podcast is available on:

• Apple Podcasts
• Spotify
• Google Podcasts