Branding and performance are more intertwined than before.
This article states that direct-to-consumer (DTC) brands have not only disrupted the industries, but also transformed how marketers communicate with their audience. Elevation of performance-driven tactics in discussions and marketing executions has been the most crucial disruption. The author states that this shift is a “long overdue merging” of branding and performance.
Traditionally, large businesses segregated their branding and performance teams. The latter often took a backseat despite the performance-driven efforts being responsible for a majority of sales. However, the “DTC revolution” has brought “performance” into the forefront, affecting how brands think about marketing.
The author says that the funnel is now a “complex web” where consumers navigate uniquely. Marketers can benefit from this shift by building their brands and driving conversion through every step of the customer journey.
[2 minute read]