By AdExchanger Guest Columnist
When Times Are Tough, Performance Marketing Is A Must
Thursday, November 10th, 2022 – 1:00 am
When Times Are Tough, Performance Marketing Is A Must
Sean PopenEVP
When Times Are Tough, Performance Marketing Is A Must
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
When Times Are Tough, Performance Marketing Is A Must
Today’s column is written by Sean Popen, EVP at Matterkind.
When Times Are Tough, Performance Marketing Is A Must
The jury is still out on whether a recession is inevitable given the current strength of the job market and consumer demand. Nevertheless, the vast majority of businesses are revisiting all line items in their budgets.
When Times Are Tough, Performance Marketing Is A Must
Research clearly shows that investing in marketing during times of economic crisis yields strong business results. Some businesses have already changed their mix and reduced their spend on performance in favor of brand marketing. Airbnb has done just this, leaning on the strength of its instantly recognizable brand as a primary marketing tactic since 2021.
When Times Are Tough, Performance Marketing Is A Must
So, is prioritizing brand marketing at the expense of performance the right tactic for brands looking to maintain control of marketing spend at a time of uncertainty?
My answer is a firm no. Performance marketing is a CFO’s dream – it drives measurable growth for every dollar spent. That’s why it’s absolutely essential in an unstable economic climate.
1. Performance is moving up the funnel
Traditionally, branding and performance are seen as opposite extremes of the funnel. However, performance tactics are now moving up the funnel, meaning brands can use them to drive awareness and build relationships.
Rather than investing in lower-funnel affiliate programs, for instance, brands can use affiliate marketing on premium publisher sites and through high-profile social media influencers.
But channeling more spend into data-backed performance marketing doesn’t mean neglecting brand…
..