The WARC Podcast Performance marketing's pitfalls
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Jan 30, 2025 In this insightful discussion, Mike Menkes, SVP at Analytic Partners and expert in marketing measurement, shares critical perspectives on performance marketing pitfalls. He emphasizes the vital balance between performance and brand marketing, highlighting how neglecting brand equity can stunt growth. Menkes dives into the challenges of misleading metrics that complicate decision-making and underscores the power of a cohesive strategy that integrates both approaches. Ultimately, he advocates for a data-driven methodology to enhance marketing effectiveness and long-term brand success.
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Brand vs. Performance
- Since the rise of digital media, a narrative against brand building has emerged, favoring performance marketing.
- However, the biggest advertising returns come from viewing brand equity as an accelerator of performance.
Misleading Metrics
- Over-reliance on easily accessible performance metrics can be misleading, as they often misrepresent actual business impact.
- Proper measurement must consider both brand and performance marketing's roles, including indirect effects and non-marketing factors.
Building Future Demand
- Focus on reaching consumers before they're ready to buy, not just those showing purchase signals.
- Brand messaging builds early-stage interest and drives consideration and new customer acquisition more effectively than performance marketing.