Despite the evolution in technology, application of data, rich content/formats and accurate measurability in Performance Marketing, Brand and Performance Marketing still do not co-exist. General perceptions in the broader marketing industry are that branding/advertising and Performance Marketing cannot co-exist and are treated separately and often siloed by organisational structures, ecosystems, technologies, marketing strategies and goals.
Mark Duffy of Columbus delves into the foibles of Brand and Performance Marketing, the ‘wedge’ between the two, and how we should work towards evolving Performance Marketing.
