What is the difference between brand marketing and performance marketing?
Answered independently in 4 episodes, by 2 different people. Every line below is verbatim from the transcript, timestamped to the moment it was said.
What the archive says
01Nielsen research covered on the show found brands are over-investing in low-funnel performance marketing at the expense of awareness building, and it's hurting results. source →
02Brand marketing looks like founder podcasts, influencer partnerships and story-driven video; performance marketing is the $15.99 t-shirt ad — you need both, in order. source →
03Earn the right to run side projects and personal brand content by hitting your job's results first; credibility comes from performance, not posting. source →
04Brand and performance are not either/or: Privy's direct traffic grew 40% in a year with almost no tactical SEO or paid spend, which makes future paid campaigns more effective. source →
What 2 people actually said
And if you think about the way that Google and Facebook and Chrome, they're very, very cleverly attuned to those platforms initially to doing that performance job. And I think it's only more recently that the platforms are beginning to work out how they need to attract the brand, the brand marketing budgets of those big brands.
Like the Clyde stales going down the street when when worked on a Budweiser campaign and you know the mid like It's here's a difference here's difference if it's a difference between people seeing your ad and being like who the hell is this brand verse oh Yeah, I love their podcast or oh, I know that I went to I went to their vent and what which would you rather have right?
Absolutely. Yeah. Well, I've been on my soapbox recently with some of my posts, especially on the business room, about that very thing of, you know, performance marketing and building mouse traps, you know, all a mouse trip does is kill the mouse.
4 episodes answer this
Why Authentic Experience is the Key to Modern Branding with Lisa Holladay
Tom Roach - Brand Strategist and VP of Jellyfish
Weekly Marketing and Advertising News, August 27, 2021: Change Is Coming: Facebook And Instagram