Watch the video or read the article below.
Performance Marketing absolutely has its place when analyzing ROI. But does it tell the entire story when it comes to your brand metrics?
When I think about how the industry has changed over the years, I really don't think anybody's going to argue that performance marketing is truly that Holy Grail that we've been searching for many years for in terms of ROI.
However, does a click really tell us how much a person loves a brand?
Does a “like” really equal trust? And frankly, do any of those metrics tell us when a person is falling out of love with a brand and maybe are considering a switch?
Branding and the measuring of those activities really still need some type of a tracking that is outside of performance metrics.
You don't have to do it all the time, but just like you'd go to the doctor for an annual visit, it's probably good to do a brand wellness check every 12 to 18 months to understand how and if those clicks and likes are being associated back to the brand just so you can optimize your overall investment.
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