marketing 101

Performance Marketing v. Brand Marketing: What is the Right Combination?

Performance Marketing v. Brand Marketing: What is the Right Combination?

Good marketing contains multiple components that consider both the long-term and short-term success of your business. Performance marketing is the short-term, easier to measure marketing tactics that include, pay per click ads, discount offers, etc. Brand marketing is the long-term, brand building efforts that can be more difficult to measure. Examples of brand marketing are TV, radio, and sponsoring the lanyards at an event. Healthy marketing includes both performance and brand marketing. Building brand awareness takes time, effort, and/or monetary investments in the brand. Depending on the type of business and the market you’re entering, it can be more difficult to build brand awareness and you may need to lean on performance marketing before your brand marketing efforts pay off.

Brand marketing is accretive, which means that it builds upon itself over time. Each brand marketing action helps to form the overall brand experience and the brand equity with the customer. Many household brands have built their name and reputation with long-term investments in brand marketing. It’s hard to separate the Coca-Cola product from the Coca-Cola brand at this point and a lesser brand might not have gotten away with a misstep like New Coke.

Marketing Mix - The 4 Ps of Marketing

Marketing Mix - The 4 Ps of Marketing

At Silver Shade Group, we help our clients with all different kinds of marketing solutions. Sometimes we edit or create print collateral, sometimes we write digital content, and sometimes we create brand or product launch strategies. In every case, the work comes down to the same basic concepts and questions. Who is my customer? What do they want to buy? How can I get my products in front of them at the right time? How do I price my products and services so that those customers will make a purchase? If you can answer these questions, you're on the path to a successful product launch, brand refresh, website update, or strategy session.