Businesses will be familiar with brand marketing and performance marketing, and will most likely see these as completely separate entities managed by different teams in their organisation. But what’s ‘performance branding’? How has branding activity evolved and why should brands now really consider performance branding to further drive success?

Since the Smart Shopping takeover in 2022, Performance Max has taken the world of paid media by storm. The goal-based campaign has been known to help advertisers drive 18% more conversions at a similar CPA, due to its AI technology in bidding, assets, and search query matching.

Measurement has always been a vital aspect of digital marketing - it allows businesses to track the effectiveness of their marketing efforts. By measuring key metrics such as traffic, conversions, and customer lifetime value, brands can get a better understanding of how their marketing efforts are performing. This can help them identify which tactics are working well and which ones may need to be adjusted or abandoned.

The affiliate channel can be low cost, low risk and full of opportunities, offering the chance to partner with publishers globally across all stages of the marketing funnel. The evolving industry has birthed new publisher opportunities to increase key metrics, help accelerate Influencer activities, create stronger and more mutually beneficial partnerships with editorials and ultimately, increase sales.

Over the last 12 months, we’ve attended a range of large and small conferences, and seen many talented people talk passionately about some fascinating topics. Where is the main value in attending conferences and how should you be prioritising your time? What are the most interesting conferences you should be attending?

Businesses need to be able to understand the impact of different marketing efforts in order to make informed decisions when it comes to strategic prioritisation and budget management. Media mix modelling can act as the solution for this, but what is it?