What is Performance Marketing?
Performance marketing is an approach to digital marketing where businesses only pay when there are results. Results in this instance refer to specific actions taken by users such as a sale, lead, click or other outcome agreed upon by the marketer and business.
Unlike other types of marketing, the company only pays for successful campaigns and not the efforts exerted. It has no regard for building the brand as the goal is primarily to gather and use more data for campaign performance.
What is Brand Marketing?
On the other hand of the spectrum is brand marketing, where businesses aim to express their brand’s position and attributes with only the slightest call to action. It promotes your services in a way that highlights your overall brand.
Although the major goal of brand marketing is to emphasize your whole brand, it also affects sales in that it gives conversions a lift. In other words, this kind of ad is considered successful when it does a great job of building the brand.
Performance vs. Brand Marketing
One question that comes to mind, is it possible for brands to bolster their brands while also achieving performance marketing success? In today’s world, both types of marketing are critical and companies don’t have to focus on one at the expense of the other.
Admittedly, performance marketing is more attractive because it’s easier to measure whereas brand building is harder to measure since it is a long-term initiative. However, merging brand and performance marketing can help bring the maximum effects. A strong brand will help a company gain and retain loyal customers while performance marketing helps you to reinforce that brand.
For instance, a company that’s just entering the market will have to first run a massive brand marketing campaign since it’s unlikely that people will just download an app if they’ve never heard of the company. Brand marketing will help grease the wheels so people can become familiar with the company, providing the initial traction to power future performance campaigns.
Performance and brand marketing are becoming more interdependent like never and the power of combining the two shouldn’t be underestimated.
Performance and brand marketing are both important but there’s no rule that says you have to pick and drop the other. Merging the two types of marketing will help any business achieve long-lasting success. While performance marketing will help bring more people to the table so the company can achieve its short-term goals, brand marketing will feed them well and make sure they come back again and again.
Related News
Riding the Mobile Affiliate Marketing Wave in the Digital World
Need to set up an alarm or book a rail ticket, want to know the directions for reaching a new destination, or feeling bored and looking for some entertainment, etc., t
May 12, 2025
From Clicks to Customers: Building A Profitable Pipeline with Targeted Traffic Sources
Affiliate marketing success is strongly dependent on the quality and type of traffic landing on affiliate offers. High-quality traffic is an inevitable part of any mar
May 05, 2025
Conversion Pixels vs Conversion API Tracking: Which One Tracks User Activity Better?
Effective tracking of user interactions and conversions is at the heart and soul of every marketer's strategy. By doing so, marketers improve the performance of their
Apr 25, 2025
Get the Affiliate Traffic You Want with Dynamic and Responsive Geo-Targeting Techniques
Statistics predict that “ Searches for XYZ restaurants, shopping centers, favorite products or other services near my location” or where to buy XYZ products near m
Apr 15, 2025