Brand and Performance: The Next Generation

iProspect, Dentsu

Building valuable relationships with consumers, while providing personalised campaigns, has become the norm in today’s constantly evolving marketing landscape.

This convergence has led to brand marketing and performance marketing becoming increasingly interdependent. Brands that wish to succeed must adapt and be willing to change with this environment. The time has come to move away from artificial distinctions of brand and performance and rather focus on the business of creating customers and converting customer intent in a truly integrated fashion.

Brands that are succeeding today are leaning in and stepping up their use of integrated solutions and strategies that cover the entirety of the consumer experience. Consumers no longer view brands in silos; and if our industry wishes to succeed, we must bring brand and performance marketing together, ensuring brands have strong impact while improving measurability.

This is exactly why at iProspect we think about all media as performance media. Our content series Brand and Performance provides recommendations for driving growth, outlining why when we think about traditional brand building tactics and channels we must also think about audiences, how to activate, allocate budget, and optimise through a performance mindset, thus creating truly integrated thinking, all the way through to execution.

You can download the first instalment of Brand and Performance: The Next Generation from your Bdaily Premium Resource Centre now.

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