The WARC Podcast Beyond performance marketing: Strategies to maximise short and long term outcomes
May 2, 2024
In this engaging discussion, Harry Davison, Head of Marketing Science for Meta in Northern Europe, Middle East, and Africa, alongside Marketing Science Partners Konstanze Fichtner and Carl Johan Johansson Alm, share insights on the future of performance marketing. They dive into redefining marketing strategies, emphasizing the blend of brand and performance approaches. AI and privacy considerations shape their dialogue, as they highlight the need for creativity and experimentation. Their expertise illuminates the path to maximizing marketing effectiveness for both immediate and long-term outcomes.
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Episode notes
Performance vs Brand Marketing Blur
- Social platforms like Meta blend performance marketing and brand building, not just short-term sales.
- Many advertisers grow their brands digitally, even small ones benefiting from brand building.
Maximize Performance Marketing Efficiency
- Simplify account structures to enhance AI-driven efficiency.
- Use automation, diversify creative, and share data safely to maximize performance.
Younger Audiences Click Less
- Younger audiences tend to click less on ads, making last-click attribution less effective.
- Advertisers must explore alternative measurement models for accurate performance insights.