How Brand Building and Performance Marketing Can Work Together

Over the past 20 years, performance marketing has become the dominant approach companies use to connect with consumers. It is defined by the Performance Marketing Association as paying for results from marketing campaigns—like sales, leads, or clicks—conducted through third-party channels such as direct mail providers, search engines, and social media sites. It’s easy to see why the approach is so compelling: It enables companies to run highly targeted marketing campaigns that deliver measurable ROI, solving the century-old Wanamaker problem, named after the department store retailer who’s credited with saying about advertising, “Half the money I spend is wasted; the trouble is I don’t know which half.”