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Performance branding: Borrow from the past to win the future

Author

Listed:
  • Johnson, Zenia

    (3Q Digital, USA)

  • Leonard, Tom

    (3Q Digital, USA)

Abstract

This paper discusses how the sophistication of social media advertising channels has democratised the skill set early adopters had to master to achieve low customer acquisition costs. As advertisers flood social platforms in the quest to become the next great company, advertising costs have skyrocketed. Brands (specifically, direct-to-consumer brands) that shift from a pure direct-response advertising strategy to one of building long-term brand value through performance branding will outlast those that do not.

Suggested Citation

  • Johnson, Zenia & Leonard, Tom, 2020. "Performance branding: Borrow from the past to win the future," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 8(3), pages 233-243, December.
    • Handle: RePEc:aza:jdsmm0:y:2020:v:8:i:3:p:233-243
    as

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    More about this item

    Keywords

    Facebook; Google; performance branding; advertising; marketing; digital marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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