Best Practice Report

Profit From Performance Marketing’s Dilution

Use Halo Effects To Make Your Dollars Go Further

August 10th, 2022
Nikhil Lai, Senior Analyst
Nikhil Lai Senior Analyst
With contributors:
Emily Collins , James DeNeill , Christine Turley

Summary

Performance marketing — as a category — is diluting now that nearly every element of marketing, from channel-specific tactics to creative testing to brand building, touts performance benefits. As performance marketing dilutes, cost pressures, data deprecation, incompatible currencies, and diminishing returns challenge marketers to hold all channels accountable to profitable outcomes. This report helps marketers take advantage of these challenges by unifying offline and online channels to profit from halo effects.

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