H2 2023: Creating a Balance Between Performance Marketing and Brand Marketing

With the demise of third-party cookies, there is even more pressure on brands to explore how to deliver performance marketing campaigns effectively.

In today’s competitive market, it is also necessary to strike a balance between performance marketing and brand marketing. This enables a brand to stand out in crowded markets and has been shown to lead to long-term growth and success.

This 60-minute session will discuss how a brand can optimise its performance marketing and create a balance with brand marketing.

It will cover:

  • How to build a performance marketing strategy.
  • How to improve the effectiveness of performance marketing.
  • What role brand marketing and having a long-term focus plays.
  • How to measure the effectiveness of performance marketing
    and brand marketing.


The Fundamentals of Digital Advertising

With the digital arena expanding to include apps, TVs, virtual worlds and even outdoor billboards, digital advertising has grown vastly in size and scope in recent years. This best practice guide looks at how marketers can successfully plan, create, execute and measure digital ad campaigns.

Content Marketing Best Practice Guide

Content plays a vital part in any brand’s marketing strategy, supporting business objectives at every stage of the purchase funnel. This report provides best practice guidance on building an effective content marketing strategy to enable brands to engage audiences in creative ways that promote authenticity and trust.

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Online Video Best Practice Guide

This report looks at how brands can identify clear objectives, fine-tune audience profiles and plan their distribution strategies, getting to grips with the numerous different platforms on offer. Some of the key technical aspects needed to commission video and work with specialist partners are also covered.

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Paid Search Best Practice Guide

Search engines are often the first port of call in the customer journey. Econsultancy’s Paid Search Best Practice Bundle covers everything businesses need to know about the complex and constantly evolving area of paid search advertising.