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Performance branding: Borrow from the past to win the future
Journal of Digital & Social Media Marketing,
8
(3),
233-243
(2020)
Abstract
This paper discusses how the sophistication of social media advertising channels has democratised the skill set early adopters had to master to achieve low customer acquisition costs. As advertisers flood social platforms in the quest to become the next great company, advertising costs have skyrocketed. Brands (specifically, direct-to-consumer brands) that shift from a pure direct-response advertising strategy to one of building long-term brand value through performance branding will outlast those that do not.
Keywords: Facebook; Google; performance branding; advertising; marketing; digital marketing
The full article is available to subscribers to the journal.
Author's Biography
Zenia Johnson is an Account Director for 3Q Digital, where she develops strategy and manages paid media for clients in a wide range of verticals. While she is knowledgeable in all aspects of digital marketing, her passion is in paid social marketing. A demonstrated thought leader, Zenia has presented or contributed to many digital marketing publications including Search Engine Land, Marketing Land and Search Marketing Expo.
Tom Leonard is 3Q Digital’s Director of Programmatic & Emerging Media and helps fuel client growth through video advertising. He works cross-functionally with 3Q and client teams to develop campaigns that really deliver. He helps brands navigate largely untapped and underutilised tactics, allowing for digital video to be more than simply an alternative to television.
