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Performance Marketing versus klassisches Branding: Survival of the Fittest?

In: Marketing.Neu.Denken

Author

Listed:
  • Alexander Steding

    (Universität Bremen)

  • Lennert Schleßelmann

    (Universität Bremen)

  • Christoph Burmann

    (Universität Bremen)

Abstract

Zusammenfassung Der vorliegende Beitrag untersucht die komplexe Beziehung zwischen Performance Marketing und klassischem Branding sowie deren strategische Integration im modernen digitalen Marketingkontext. Während Performance Marketing durch seine datengesteuerte Herangehensweise und präzise Messbarkeit in den letzten Jahren stark an Bedeutung gewonnen hat, werden zunehmend auch die Grenzen und Risiken dieses Ansatzes deutlich. Die Analyse deckt verschiedene Herausforderungen des Performance Marketing auf, darunter technisch-organisatorische Defizite bei der Datenverarbeitung, systematische Verzerrungen in den genutzten Datensätzen sowie ethische Bedenken hinsichtlich des Datenschutzes. Die Untersuchung zeigt zudem, dass Performance Marketing das klassische Branding nicht ersetzen kann, sondern dass eine strategische Integration beider Ansätze notwendig ist. Diese Erkenntnis hat weitreichende Implikationen für die Marketingpraxis und die strategische Ausrichtung von Unternehmen in der digitalen Ära.

Suggested Citation

  • Alexander Steding & Lennert Schleßelmann & Christoph Burmann, 2026. "Performance Marketing versus klassisches Branding: Survival of the Fittest?," Springer Books, in: Marketing.Neu.Denken, pages 247-262, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49371-4_10
    DOI: 10.1007/978-3-658-49371-4_10
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