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Rethink Brand And Performance Media

October 26, 2021

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Media has been classified into brand and performance categories 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.

Key takeaways:

  • Stop classifying media as brand or performance.
  • Brand and performance marketing were meant to align to stages of the funnel.
  • Persuasion and precision better account for the entire customer journey.
  • Precision media uses influential channels that target customers by interest and intent.
  • Use media for more than just acquisition.

Target audience level: intermediate

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