14 March 2023
If you missed the two days of Performance Marketing World Unlocked, we’ve distilled it all into one hour!
In this week’s The Grapevine podcast, Ed and Tom pull out the three hot topics of conversation… ⬇️
- Cookies: how are marketers making the most of the data that’s left?
- Cross-platform attribution: what’s the answer? Will there ever be an answer?
- The intersection between brand and performance: where’s the line in the sand? Can any marketer answer the question, “If I spent more (or less), what would happen?”
You are never JUST a performance marketer or JUST a brand marketer
Ok, we might not be there just yet. But the delineation between performance marketers and brand marketers is becoming more blurred.
Influencers are a great example. Do they sit within the brand team or the performance team?
Consumers often act on a product endorsement from an influencer, yet they don’t always click to buy at that moment in time. As marketers, we rely on memory muscle to recall that influencer endorsement when an ad surfaces. So the influencer has done their job building brand awareness, but in the long-term, they’ve also converted a sale.
Younger generations spend so much time on digital channels that your brand is now defined by the digital ads that they interact with. So where’s the line between brand and performance? Should we still be measuring ad performance in the same way? If you could track eyes on a billboard and attribute sales in a 7-day window, would you expect to see a big uplift. The answer is probably no.
Should performance marketers take more credit for the work they’re doing for brand?
You are never JUST a performance marketer or JUST a brand marketer
The big companies are already operating in a first-party data world; everyone else is scrambling to get their cows (ok, ducks) in a row.
So how are marketers making the most of what they’re left with?
In this extract from the latest The Grapevine podcast, Tom and Ed investigate the options:
- Server-side tracking
- Conversion APIs
- Data clean rooms
They also ask the big question – can we still assume that “legitimate interest” is enough in this post-GDPR and post-cookie world?
