{"id":14325,"date":"2022-10-13T07:33:23","date_gmt":"2022-10-13T07:33:23","guid":{"rendered":"https:\/\/customlytics.com\/can-performance-marketing-take-over-the-job-of-brand-marketing\/"},"modified":"2022-10-13T08:52:24","modified_gmt":"2022-10-13T08:52:24","slug":"performance-marketing-brand-marketing","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/performance-marketing-brand-marketing\/","title":{"rendered":"Can performance marketing take over the job of brand marketing?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14325\" class=\"elementor elementor-14325 elementor-14321\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ddcd433 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ddcd433\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9c4b4ca\" data-id=\"9c4b4ca\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-72d7a08 elementor-widget elementor-widget-text-editor\" data-id=\"72d7a08\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><strong>Author:\u00a0<\/strong>Steffen Meyer, Mobile Marketing Content Specialist<\/h3>\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 30px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n<p>Look at his question:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6951f4f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6951f4f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1964860\" data-id=\"1964860\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d3bd42a elementor-widget elementor-widget-text-editor\" data-id=\"d3bd42a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>\u201cCan marketers drive brand recognition and customer loyalty with just performance marketing?\u201d<\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5d2e518d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5d2e518d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-667727dd\" data-id=\"667727dd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-46bb6775 elementor-widget elementor-widget-text-editor\" data-id=\"46bb6775\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Can you tell why this question, posed on a podium at the Mobile Growth Summit in Berlin, can be considered provocative, or some might even say: heretic?&nbsp;<\/p>\r\n<p><\/p>\r\n<p>If you do, skip the coming explanation and dive right into the answers.&nbsp;<\/p>\r\n<p><\/p>\r\n<p>For all others, we introduce you to one of the big debates in marketing: performance vs. brand marketing, and why this question cuts deep.<\/p>\r\n<p><\/p>\r\n<div class=\"wp-block-spacer\" style=\"height: 25px;\" aria-hidden=\"true\">&nbsp;<\/div>\r\n<p><\/p>\r\n<h2>Explaining the question<\/h2>\r\n<p><\/p>\r\n<p>First, it\u2019s important to dissect the three marketing terms used in the question:<\/p>\r\n<p><\/p>\r\n<ul>\r\n<li><strong>Brand recognition<\/strong> means that people recognise your logo, your visual identity or your slogan.&nbsp;<\/li>\r\n<\/ul>\r\n<p><\/p>\r\n<p>So for example, you will recognise a Coca Cola bottle just by its shape, or maybe you\u2019ll even associate big red trucks with the brand due to <a href=\"https:\/\/www.youtube.com\/watch?v=ccNzBhTcehs\"><u>its christmas commercials<\/u>.<\/a><\/p>\r\n<p><\/p>\r\n<ul>\r\n<li><strong>Customer loyalty<\/strong> describes how loyal people are to products because they like its features. Don\u2019t confuse it with brand loyalty which reflects emotional attachment to your brand.&nbsp;<\/li>\r\n<\/ul>\r\n<p><\/p>\r\n<p>In the Coca Cola example, customer loyalty means people rather buy a Coke than a Pepsi because of its taste. Brand loyalty means people prefer one over the other because they associate it with the feeling of christmas or family.&nbsp;<\/p>\r\n<p><\/p>\r\n<p><strong>Performance marketing <\/strong>came up with digital marketing\u2019s possibility to track user actions on a very granular level, allowing to measure campaign results. This comes in handy especially for short-term sales. Traditional brand marketing with its billboard campaigns and print advertisements doesn\u2019t have this tracking option and is more orientated at building brand recognition.<\/p>\r\n<p><\/p>\r\n<p>So speaking of Coca Cola again, all these billboard ads, tv commercials and print advertisements over the last years most probably made you develop certain associations with the brand &#8211; so that\u2019s brand marketing. Performance marketing in this case could be a social media campaign to promote the Coca Cola App and measure exactly what the Cost per download is.<\/p>\r\n<p><\/p>\r\n<p>So the question basically was:&nbsp;<\/p>\r\n<p><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-57c38d9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"57c38d9\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c0d8444\" data-id=\"c0d8444\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-57b4259 elementor-widget elementor-widget-text-editor\" data-id=\"57b4259\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"has-text-align-center\"><em>\u201cCan short-term focused digitally tracked campaigns let people recognise your brand and make them loyal to what you have to sell?\u201d<\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1707736 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1707736\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dbe2a33\" data-id=\"dbe2a33\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3ddac22 elementor-widget elementor-widget-text-editor\" data-id=\"3ddac22\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Since loyalty and recognition usually fall into the department of brand marketing, this can be translated as well in\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7ca7902 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7ca7902\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-42d7bc0\" data-id=\"42d7bc0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5b952f6 elementor-widget elementor-widget-text-editor\" data-id=\"5b952f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"has-text-align-center\"><em>\u201cCan performance marketing take over the job of brand marketing?\u201d<\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-54dd4e3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"54dd4e3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-228016e\" data-id=\"228016e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ccd8d5e elementor-widget elementor-widget-text-editor\" data-id=\"ccd8d5e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Add to this the fact that the debate between these two marketing camps becomes heated quickly, you can now understand the provocative nature of the question.<\/p>\n<div class=\"wp-block-spacer\" aria-hidden=\"true\">\u00a0<\/div>\n<h2>Answering the question<\/h2>\n<p>Customlytics CEO Christian Eckhardt who sat on the podium didn\u2019t just answer with a Yes or No but painted a bigger picture: \u201cWe are heading towards a future where the lines of traditional brand marketing and performance marketing are getting more blurry.\u201d\u00a0<\/p>\n<p>On the one hand, he referred to lately implemented and upcoming privacy rules by Apple and Google that make tracking more difficult,\u00a0<a href=\"https:\/\/customlytics.com\/de\/new-attribution-world\/\">transforming the attribution world as we know it<\/a>, and thus transforming performance marketing.<\/p>\n<p>On the other hand, he said that digital marketing provides the tools to track brand campaigns to a certain extent and thus transforming this field as well. \u201cIt was accepted that branding needed no measurement because it was for long-term brand recognition\u201d, says Christian. \u201cBut I would say, always try to measure what\u2019s possible, track as much as you can for all the campaigns.\u201d\u00a0<\/p>\n<p>This underlined the experience of another participant of the discussion, Anthea Muller, Director of Business Development and Marketing at the news app Upday. At her company, brand and performance marketing aren\u2019t separated but are placed in one department.\u00a0<\/p>\n<p>The marketers measure brand campaigns for conversions and decide on these numbers where to increase the budget. So this lets you wonder: Is a brand campaign that is tracked for conversions still a brand campaign?<\/p>\n<p>Christian admitted that tracking isn\u2019t the only distinction. \u201cThe one is more focused on brand values and the other one on hard facts\u201d, he said. \u201cBut I very much see them as complimentary\u201d.<\/p>\n<p>Again, this statement emphasises practical experience shared on the podium: Bruna Borges de Oliveira, Head of Performance Digital Marketing at the e-commerce company Mercado Libre, said that combining performance and brand marketing campaigns is more powerful than doing only one or the other. So as a marketer you should always go for both options.<\/p>\n<div class=\"wp-block-spacer\" aria-hidden=\"true\">\u00a0<\/div>\n<h2>Questioning the question<\/h2>\n<p>All in all, not only the lines between the two camps become blurry but both performance and brand marketing campaigns enrich each other and best shouldn\u2019t be used singularly or thought about without thinking about the other.\u00a0<\/p>\n<p>So instead of answering the question if performance marketing takes over the job of brand marketing, Christian\u2019s just dropped a question of his own:\u00a0 \u201cWhat\u2019s the difference these days?\u201d<\/p>\n<p><a href=\"https:\/\/www.instagram.com\/p\/CiM9tE5qVHn\/\"><u>Watch the whole debate on Instagram. The question mentioned here is posed at 21:10<\/u>.<\/a><\/p>\n<p><em><img decoding=\"async\" class=\"emoji lazyload\" role=\"img\" draggable=\"false\" data-src=\"https:\/\/s.w.org\/images\/core\/emoji\/14.0.0\/svg\/1f4a1.svg\" alt=\"\ud83d\udca1\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/>\u00a0Knowledge sharing is at the core of what we do. Get our\u00a0<\/em><a href=\"https:\/\/customlytics.com\/de\/marketing-master-map\/\"><em>Marketing Master Map<\/em><\/a><em>, sign up for our\u00a0<\/em><a href=\"https:\/\/customlytics.com\/newsletter-sign-up\/\"><em>newsletter<\/em><\/a><em>\u00a0and become part of\u00a0<\/em><a href=\"https:\/\/www.linkedin.com\/company\/customlytics\/\"><em>our community on LinkedIn<\/em><\/a><em>\u00a0to learn how to make apps succeed in the competitive mobile landscape.<\/em><\/p>\n<div class=\"wp-block-spacer\" aria-hidden=\"true\">\u00a0<\/div>\n<p>Helpful Links:<\/p>\n<ul>\n<li><a href=\"https:\/\/customlytics.com\/de\/new-attribution-world\/\"><u>Customlytics Blog: It\u2019s the end of the attribution world as we know it (and we feel fine)<\/u><\/a><\/li>\n<\/ul>\n<ul>\n<li><a href=\"https:\/\/customlytics.com\/de\/podcast-interview-christian-eckhardt\/\"><u>Customlytics Blog: Customlytics CEO interviewed: \u201cWhy would anyone still stick to old school ads?\u201d<\/u><\/a><\/li>\n<\/ul>\n<ul>\n<li><a href=\"https:\/\/customlytics.com\/de\/what-the-skad\/\"><u>Customlytics Blog: What the SKAd? The basic concepts of Apple\u2019s SKAdNetwork<\/u><\/a><\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Look at his question: Can marketers drive brand recognition and customer loyalty with just performance marketing?\u201d Can you tell why this question, posed on a podium at<\/p>\n","protected":false},"author":18,"featured_media":14323,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[106],"tags":[263,262],"class_list":["post-14325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-performance-marketing-de","tag-brand-de","tag-brand-marketing-de","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Customlytics CEO Christian defused an explosive question on performance vs. brand marketing<\/title>\n<meta name=\"description\" content=\"Can performance marketing take over the job of brand marketing? That was the question, but put nicely.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/customlytics.com\/de\/performance-marketing-brand-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Customlytics CEO Christian defused an explosive question on performance vs. brand marketing\" \/>\n<meta property=\"og:description\" content=\"Can performance marketing take over the job of brand marketing? 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