Performance branding: Borrow from the past to win the future

Zenia Johnson and Tom Leonard
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Zenia Johnson: 3Q Digital, USA
Tom Leonard: 3Q Digital, USA

Journal of Digital & Social Media Marketing, 2020, vol. 8, issue 3, 233-243

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.

Keywords: Facebook; Google; performance branding; advertising; marketing; digital marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2020:v:8:i:3:p:233-243

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