Best Practice Report

Rethink Brand And Performance Media

Orienting Media As Persuasion And Precision Break Down Channel Silos

August 27th, 2021
Collin Colburn, null
Collin Colburn
With contributors:
Emily Collins , Jay Pattisall , Shar VanBoskirk , Cole Walsh , Kara Hartig

Summary

Media has been classified into brand and performance buckets for a long time. But those classifications are no longer relevant. Marketers should instead recast their media efforts around persuasion and precision — a new taxonomy that centers media around the customer rather than around channels. Persuasion and precision media provides a construct for marketers to better connect with their consumer and improve customer acquisition and retention.

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