Jordan Ogren

February 14, 2022

The balancing act of brand vs. performance marketing.

Everything is NOT trackable.

With marketing, there is a clear balancing act going:

Doing and measuring things for immediate ROI and also realizing there is no way to measure some stuff for their direct impact.

Essentially it is brand marketing vs. performance marketing. 

Which camp are you in?

Personally, I think both have their place. But I’m more of an advocate for doing the things today that will bring the most significant ROI in 2-3 years (brand marketing).

I believe we, as consumers, are moving away from being influenced by ads and the traditional performance channels and doing more buying in communities and through brands we trust.

That, IMO, makes brand marketing more essential in today’s time. But how can you focus on brand marketing when you need to keep the business afloat?

Balance. Maybe this looks like doing 35% brand and 65% performance.

The issue is that many companies do one or the other. I’m guilty of relying too heavily on brand marketing without ever doing performance. This only works if you have been at brand marketing for a significant amount of time (1-2 years).

The lesson: Realize that you cannot measure everything (i.e., trust or affinity) and put energy and resources toward those unmeasurable activities that build future demand and ROI.

Where do you need to focus more on in your marketing?

🧠 + ❤️ // JO