A new webinar from Skai explores the age-old tension between the two sides of the marketing organization: brand and performance.
Brand marketing has traditionally been the biggest slice of the media plan budget. It’s been the pillar of the marketing plan and tasked to deliver innovative, creative ideas year after year to win the hearts and minds of consumers.
Meanwhile, the term “performance marketing” was once reserved for lower-funnel, highly measurable direct response tactics such as search marketing. But the collapse of the marketing funnel and growing pressure for all marketing teams to become more accountable to performance outcomes, whatever their role, has blurred the lines between brand and performance in modern marketing.
Performance is now everything.
But should everything be performance?
If you had to double down on either brand or performance marketing, which would you choose?
Brand or Performance? Watch four experts debate.
Skai’s recent webinar, Performance is everything. So should everything be performance? was a lively, “pub-debate” discussion on the new and changing relationship between brand and performance.
We brought together four experts—two to argue the brand marketing viewpoint, two to argue the performance marketing viewpoint—to have a friendly debate about the pros and cons of each.
Speakers were either on #TeamBrand or #TeamPerformance
Hosted by Kate Dubois, Executive Vice President, Omnichannel Growth at Skai, speakers included: