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Rethinking Performance Marketing
Why performance marketing may be more than what you think it is.The way in which people are talking about performance marketing is changing – but is that conversation really reflecting what performance marketing is, and what it seeks to achieve? So much of what is written about performance marketing seeks to portray it as a ‘bottom of funnel’ tactic that is too heavily focused on short-termism and platform-specific last-click metrics. If that’s how you’re looking at performance marketing, you’re missing out on huge opportunities for growth.
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In Rethinking Performance Marketing, we make the case for reclaiming the term “performance marketing”, and explain why we believe that, by putting consumer behaviour at the heart of our thinking, we can enhance performance throughout the customer journey – not just at the final click.
