{"id":117216,"date":"2020-03-03T20:00:00","date_gmt":"2020-03-04T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/webinar-highlights-featuring-forrester-brand-and-performance-marketing\/"},"modified":"2024-12-19T16:43:09","modified_gmt":"2024-12-19T21:43:09","slug":"webinar-highlights-featuring-forrester-brand-and-performance-marketing","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/webinar-highlights-featuring-forrester-brand-and-performance-marketing\/","title":{"rendered":"Webinar highlights featuring Forrester: Brand and performance marketing"},"content":{"rendered":"

Brand and performance marketing complement each other\u2014and compete with one another. The two are often talked about separately because they focus on different parts of the customer life cycle and marketing funnel. Brand marketing influences awareness and supports brand reputation, whereas performance marketing is focused on conversion. Yet they often compete within an organization for resources, budget, and priority.<\/p>\n

With Collin Colburn, our guest speaker from Forrester, we explored this topic in our in-depth webinar Why Brand and Performance Marketing Will Have to Come Closer Together in 2020<\/strong>. You can stream the recording online here<\/a> and read on for some of the key highlights and predictions that came out of the conversation.<\/p>\n

Four developments that will affect brand and performance marketing<\/h2>\n

As the consumer landscape continues to see a radical change in technology and the way brands communicate, 2020 will force marketers to think differently and ultimately find ways to connect brand and performance marketing strategies.<\/p>\n

\"Overhead<\/p>\n

The media landscape is extremely fragmented compared to 10-15 years ago, and the sheer volume of digital media is now so extensive that it surrounds us all day every day. The downside for consumers is an overwhelming bombardment of messages from marketers. The subsequent downside for marketers is that consumers are tending to avoid ads, driving the need for marketers to look for new ways to reach their target audiences via the media available.<\/p>\n

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    Subscription fatigue will become a thing<\/h3>\n

    With so many subscription-based services available and more on the horizon, we are going to see consumers take a step back when they see the costs of these pile up. Consumers will start to narrow down their subscription services and choose the ones they really need, forcing subscription-modeled services to provide solutions that combine subscriptions to mollify this consumer backlash.<\/p>\n

    Streaming services, for example, will react to increasing consumer choice by redefining advertising techniques\u2014and increasing investments in creative integrations, such as product placements\u2014in order to get paying advertisers in front of viewers in a non-disruptive way.<\/li>\n

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    Podcasts will continue their inexorable rise<\/h3>\n

    Podcast ad spend reached $400 million in 2018<\/a> and, with consumers spending more and more time listening to podcasts, this is predicted to top $1 billion in 2021.<\/p>\n

    \"Cropped<\/p>\n

    Podcast listeners are highly valuable to marketers. They are generally high-income and highly engaged, spending three hours every week listening to online audio content. They can also be reached by marketers in a less disruptive way, especially as advertisements are increasingly being delivered by podcast hosts themselves.<\/li>\n

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    US retailers will focus on digital advertising<\/h3>\n

    Online retailer revenue is growing exponentially year over year. In fact, according to Google, US retail ad inventory volumes grew at a rate of 48% in June of 2019 compared to 10% for all other publisher vehicles. Strategically incorporating ads into an online shopping experience can improve the experience for consumers and help retailers grow their revenue.<\/li>\n

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