A NEW ERA FOR PERFORMANCE MARKETING
To better understand the evolving landscape of performance (and brandformance) marketing in the US, we surveyed 100 media executives, and conducted in-depth interviews with industry experts, about their performance marketing experiences and plans for the year ahead.
In this report we delve into their responses, starting with the types of marketing they are prioritizing and investing in. We take a look at the objectives, channels, and metrics they currently use in their performance marketing campaigns and explore how these are expanding to cover activities and KPIs at every level of the funnel.
We also outline the perceived benefits of performance marketing, as well as the challenges marketers need to overcome, before detailing their priorities for the next 12 months.
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