Several months ago, colleagues of mine at Ampush tried to persuade a client with whom it had been running brand marketing to put some budget into direct response, or DR. Their case was persuasive. Ampush does DR better than any other Facebook Marketing Partner.
The client responded forcefully: their job was not to drive new user acquisition, but rather to acquire impressions efficiently.
In that moment, the client exposed a challenge: how can brand marketers get back to powering growth? After all, the CMO isn’t going to keep her job because she bought cheap reach and frequency. The CMO will advance because she helps grow her brand.
In this post on the Simulmedia blog, I talk about ways in which brand marketers can become performance-minded and get back to the mission of growth.