| From the Editor's Desk
How Brand Building and Performance Marketing Can Work Together Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer perceptions of their brand—and is sometimes working against brand strategy.
Brand-building activities are typically measured using metrics that have no predictive or retrospective connection to financial returns. And performance marketing typically lacks measures that account for its impact on brand building, focusing only on sales, leads, and clicks.
Continued here
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FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Terms & Conditions. Powered and implemented by Interactive Data Managed Solutions. WorkPence Undercuts Trump’s Defense in Classified Documents Case Peter Baker is the chief White House correspondent and has covered the last five presidents for The Times and The Washington Post. He is the author of seven books, most recently “The Divider: Trump in the White House, 2017-2021,” with Susan Glasser. More about Peter Baker WorkThe wait for an elusive recession is getting costly for big-name money managers bullish on bonds. They’re doubling down © 2023 Fortune Media IP Limited. All Rights Reserved. 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