In the past, “Brand Marketing” and “Performance Marketing” were considered two independent and highly different advertising strategies. However, as we learned at the IAB Direct Brand Summit, direct-to-consumer (DTC) brands now give equal attention to how they tell their story and the ways they target and measure audience response. It’s no longer a choice between brand OR performance marketing—it’s brand AND performance marketing, working in harmony. When these two marketing strategies work together, it's called performance brand marketing.
At the event, Marketing Architects moderated a panel on “Media and Acquisitions: Performance vs. Brand,” featuring leaders from Stitch Fix, Mizzen+Main and Tula.
Here are 5 performance brand marketing insights we found most compelling for B2C brands:
1) Results are greatest when brand and performance marketing come together.
By mixing brand and performance activities, DTC marketers make a stronger impact and improve measurability. They use brand marketing to establish their personality and point of view over time, then add performance marketing to take their offer direct to buyers, all backed by hard data.
2) A successful performance brand marketing campaign requires an agile and informed approach.
Whether it’s shirts, razors, skincare or mattresses, consumers expect more than ever. That’s why top DTC brands produce multiple iterations of creative concepts and brand stories. They map each to a particular media or point in the consumer’s buying journey, then use data to refine their approach. The days of one-size-fits-all, set-it-and-forget-it marketing are long over.
3) Branding means belonging.
DTC brands may be synonymous with selling, but category leaders recognize that lasting engagement extends far beyond the actual purchase. That’s why they’re constantly looking for ways to share and reuse the original content produced by customers and key influencers. Supporting these grassroots storytellers boosts authenticity and builds trust that’s invaluable to growing a brand.
4) You can’t overlook the operational details.
At the same time getting the technical details right can make or break a campaign. Websites must load in split seconds; data points must support hyper-personalization and fluidity across devices and screens. It means taking the time to optimize all the touchpoints that impact the consumer experience before hitting “launch” on the next performance campaign.
5) Top performers never stop learning.
Top performing brands have a culture of innovation and experimentation. These marketers believe in data, testing and measurement for every possible variable—yet they also set aside a healthy portion of each year’s budget (as much as 30 percent) as “protected spend.” These funds have less strenuous ROI goals, making them ideal for trying new tactics, channels and audiences.
The Role of Television in Brand and Performance Marketing
Traditionally, television has been considered a strong channel for brand marketing due to its ability to reach large audiences and communicate stories. However, as TV becomes more measurable with the rise of digital technologies, it has become more of a performance marketing channel.
New technology such as addressable TV advertising and connected TVs allow marketers to target specific demographics and measure the impact of TV in real time.
Get the best of both worlds. Our creative pretesting platform applies proven testing principles to help advertisers build the best performance brand marketing campaign possible. Contact us to learn more.
