Question 1

Do brands still matter or is performance marketing enough?

Accepted Answer

Rad or Fad verdicts: Clubhouse and social audio are a fad (brands are better off building identity around a podcast), mainstream TikTok is rad as shown by the e.l.f. Beauty and Chipotle collaboration, social commerce is 'double rad' because it removes friction, and in-house brand agencies only really work for very large brands. The average consumer is exposed to roughly 8,000 ad messages a day, and more like 10,000 in a major metro, so creative is still the biggest differentiator. Running one identical campaign across every channel no longer works, but you still need brand consistency so you don't look like a different company on each platform.

Question 2

Does branding still matter if you have strong performance marketing?

Accepted Answer

Rad or Fad verdicts: Clubhouse and social audio are a fad (brands are better off building identity around a podcast), mainstream TikTok is rad as shown by the e.l.f. Beauty and Chipotle collaboration, social commerce is 'double rad' because it removes friction, and in-house brand agencies only really work for very large brands. The average consumer is exposed to roughly 8,000 ad messages a day, and more like 10,000 in a major metro, so creative is still the biggest differentiator. Running one identical campaign across every channel no longer works, but you still need brand consistency so you don't look like a different company on each platform.

Question 3

Does brand building still matter in performance marketing?

Accepted Answer

Rad or Fad verdicts: Clubhouse and social audio are a fad (brands are better off building identity around a podcast), mainstream TikTok is rad as shown by the e.l.f. Beauty and Chipotle collaboration, social commerce is 'double rad' because it removes friction, and in-house brand agencies only really work for very large brands. The average consumer is exposed to roughly 8,000 ad messages a day, and more like 10,000 in a major metro, so creative is still the biggest differentiator. Running one identical campaign across every channel no longer works, but you still need brand consistency so you don't look like a different company on each platform.

Question 4

Does creative still matter in digital marketing?

Accepted Answer

Rad or Fad verdicts: Clubhouse and social audio are a fad (brands are better off building identity around a podcast), mainstream TikTok is rad as shown by the e.l.f. Beauty and Chipotle collaboration, social commerce is 'double rad' because it removes friction, and in-house brand agencies only really work for very large brands. The average consumer is exposed to roughly 8,000 ad messages a day, and more like 10,000 in a major metro, so creative is still the biggest differentiator. Running one identical campaign across every channel no longer works, but you still need brand consistency so you don't look like a different company on each platform.

Do brands still matter or is performance marketing enough?

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