brand marketing

Despite programmatic tech adoption, this world of three-letter acronyms is as foreign to some digital marketers as reading a medical journal.

Performance marketing can become a crutch for some brands, warns Duolingo CMO Manu Orssaud, especially app-based businesses that are under pressure to show rapid growth. That’s why Duolingo makes organic marketing a top priority.

Sonos chief marketer Jordan Saxemard spoke with AdExchanger about balancing brand and performance marketing and the evolution toward a new hybrid kind of ecommerce and retail shopping.

Dividing brand and performance makes sense as long as the two sides collaborate closely, says Jennifer Burch, Hasbro’s senior director of global media.

Angela Zepeda is the former CMO of Hyundai Motor America – but not because she’s leaving the brand. She’s Hyundai’s newly-minted chief creative officer. Hyundai recently restructured its marketing department to split the CMO role into two jobs: creative and performance.

If Alex Schultz, Meta’s CMO and VP of analytics, had his way, the term “performance marketing” would be retired. There isn’t a line [between] brand and performance,” he says. “It all performs.”

Lots of marketers are playing around with generative AI. But for Ally Financial, generative AI is a serious investment, not a game or a gimmick, says CMO Andrea Brimmer.

State Farm has spent tens of billions of dollars on TV advertising and brand marketing. But programmatic media buying also has a big role to play in helping nurture leads, says Alyson Griffin, State Farm’s head of marketing.

Performance marketing is more effective when it’s woven into a broader strategy that also includes branding efforts, according to Ally Financial CMO Andrea Brimmer.

In the face of persistent economic uncertainty, marketers are simultaneously hustling to satisfy quickly changing consumer appetites and striving to squeeze the value out of every last marketing dollar. Not to mention needing to adopt full-funnel marketing approaches and allocate spend to channels as flexibly as possible.