Yes, it’s easy to count clicks. But Cait Lamberton and Jim Stengel argue that companies hurt themselves when they ignore brand marketing.
The digital-advertising dilemma: performance marketing for clicks vs. a focus on the brand. Illustration: Michael Haddad
By Kate Kaye
Businesses looking to advertise may think they have a binary choice: They can opt for quantifiable “performance marketing,” which measures success based on whether people open an email, click to buy something or “like” a product. Or they can choose “brand” marketing—which aims to give consumers a message about the brand as a whole.
In recent years, the industry has shifted heavily toward performance marketing. That makes sense: The internet has made it so easy to quantify whether an ad leads to a sale.
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