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<span style="font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-variant-numeric: normal; font-variant-east-asian: normal; font-variant-alternates: normal; font-variant-position: normal; vertical-align: baseline; white-space-collapse: preserve;">For years, the mantra in <a href="https://theiidm.org/"><span style="font-size: 13pt; font-family: Arial, sans-serif; color: rgb(17, 85, 204); background-color: transparent; font-variant-numeric: normal; font-variant-east-asian: normal; font-variant-alternates: normal; font-variant-position: normal; text-decoration-line: underline; text-decoration-skip-ink: none; vertical-align: baseline; white-space-collapse: preserve;">digital marketing</a><span style="font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-variant-numeric: normal; font-variant-east-asian: normal; font-variant-alternates: normal; font-variant-position: normal; vertical-align: baseline; white-space-collapse: preserve;"> has been clear: focus on performance. Track conversions, measure clicks, and optimize campaigns relentlessly to squeeze the most sales out of every dollar spent. This laser focus on immediate results has delivered undeniable success. But a subtle shift is taking place, and some are wondering: is performance-only marketing facing a slow death?

Discussion*

<span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">The rise of brand building and storytelling in marketing paints a different picture. Consumers are bombarded with targeted ads, making them increasingly wary of blatant sales pitches. They crave authenticity, connection, and a deeper understanding of the brands they interact with. This is where brand storytelling thrives. By weaving a compelling narrative, brands can forge emotional connections, build trust, and ultimately drive long-term loyalty – a strategy that goes beyond the immediate conversion. <span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">This shift doesn't diminish the importance of performance metrics. They remain crucial for measuring campaign effectiveness. However, they're no longer the sole focus. Marketers are now embracing a "full-funnel" approach, recognizing the value of upper-funnel activities like brand awareness campaigns that nurture leads and build a positive brand image. <span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Data seems to back this up. Studies by Nest Commerce, for instance, show that brands employing brand awareness or traffic campaigns alongside performance marketing witnessed a significant 31% YoY boost in return on ad spend (ROAS) compared to those solely focused on performance, which saw a 32% decline. <span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">So, what does this mean for businesses that rely heavily on performance-based metrics? Here are some key takeaways:<ul style="margin-top:0;margin-bottom:0;padding-inline-start:48px;"><li dir="ltr" style="list-style-type:disc;font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Embrace the Full Funnel:<span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> Don't abandon performance marketing, but integrate it with brand-building efforts. Invest in upper-funnel activities like content marketing and social media engagement to build brand awareness and nurture leads.</li><li dir="ltr" style="list-style-type:disc;font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Focus on Long-Term Growth:<span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> Shift your mindset beyond immediate conversions. Brand storytelling fosters customer loyalty, leading to repeat business and a more sustainable customer base.</li><li dir="ltr" style="list-style-type:disc;font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Metrics Matter, But They Evolve:<span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> While performance metrics remain valuable, they need to be re-evaluated. Consider brand sentiment, website traffic, and <a href="https://theiidm.org/courses/2/" style="text-decoration:none;"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#1155cc;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:underline;-webkit-text-decoration-skip:none;text-decoration-skip-ink:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">social media</a><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> engagement alongside conversions to understand the full picture.</li></ul> <hr> <span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"><img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXcYS7r3SHbSk5o-zkN9JzTZlXGpNHYaYIFWJKLB6vACglYdUISGgUfAYe2FWknJkj-pDNem6s6Cmg1hx7QF14wgxTEeR9BSS84sbc_ZG4PcjHE789OhSwtGVfHgJfIzjtH-CcRMAozKrbzxsberWVHW-xja?key=EcxblyNFDsjBvUCO3vPnng" width="624" height="417" style="margin-left:0px;margin-top:0px;"> <span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">The death knell of performance-only marketing may be exaggerated. Instead, we're witnessing a necessary evolution.&nbsp; In today's crowded digital landscape, simply focusing on immediate conversions isn't enough.&nbsp; By weaving performance marketing within a compelling <a href="https://theiidm.org/courses/4/" style="text-decoration:none;"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#1155cc;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:underline;-webkit-text-decoration-skip:none;text-decoration-skip-ink:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">brand </a><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">narrative, businesses can build lasting connections with their customers and achieve sustainable success.

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