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The future of performance marketing with Kris Tait from Croud
Nov 13, 2024
Kris Tait, US Managing Director of Croud, shares his insights into the rapidly evolving world of performance marketing. He discusses the critical mistake many marketers make by overlooking brand awareness. Kris emphasizes the need to blend short-term metrics with long-term strategies for sustainable growth. He highlights the importance of first-party data in navigating privacy regulations and warns that while AI will complicate marketing, it won't diminish its value. The conversation reveals how to maintain human engagement in an increasingly automated landscape.
38:14
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Quick takeaways
- Marketers must shift their focus from immediate performance metrics to brand awareness and long-term customer relationships for sustainable growth.
- Integrating incremental measurement strategies with brand marketing is crucial for understanding true campaign effectiveness and refining media spending.
Deep dives
The Importance of Incremental Results in Performance Marketing
Performance marketing must validate its effectiveness through measurable, incremental results. The conversation highlights that a significant portion of current metrics, such as leads and clicks, may not truly reflect the value being delivered to businesses. Moving forward, marketers are encouraged to look beyond surface metrics to assess actual growth and potential cannibalization of organic sales. This re-evaluation is crucial to ensure that marketing efforts genuinely contribute to increased revenue rather than simply attributing success to misleading channels.
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