With more money pushing into digital and budgets being put under the microscope, the pressure is on for brands to prove value at each stage of the customer journey. This has led to a shift towards performance-driven avenues but to be a successful modern marketer, it’s an art and a science – you need to know how to build brand at the top of funnel and drive conversion at the bottom.
Speaking at The Drum’s Creative Transformation Festival, in the ‘Brand vs. Performance – creative's cursed conversation’ session, Jason Trout, global chief digital officer and VP agency growth at Peach and Richard Oppy, VP global brands (Budweiser, Corona, Stella Artois and Michelob Ultra) at Anheuser-Busch InBev, explored how brand and performance marketing can work better together.
Watch the full ‘Brand vs performance – creative’s cursed conversation’ here.
For brands, digital offers much greater visibility of performance, in terms of engagement – …