Brand building and performance marketing work differently as they present in two different streams. They don’t know about each other and that’s why they wouldn’t be able to produce the expected result. But, now when the time of digitalization emerges, a need pops up for both to run in association with each other. 

Due to such digital transformation, both brand and performance marketing are coming closer inch by inch. And a company can’t spend much on building its brand when there are no outcomes. Thus everyone needs to catch the smart marketing tactic and rely on performance marketing for brand building. 

Read below now to see how both complement each other to reach the finish line together to get hold of the prize i.e., increase brand awareness. 

A glance at Brand Marketing

Everything around us is a brand in itself. Phones, cars, food, etc can easily count under this segment. In this realm dominated by social media, even people become brands. It is not at all to define a brand by a definition. But it is not wrong to say that brands are about consumers’ emotions and perceptions. 

Brand Marketing in this respect means a long-term strategy of involving a brand in every aspect. It mainly showcases the usage of brand identity and value in an engaging and enthralling way consecutively so people will remember it. 

However, if we talk of Performance marketing then it also involves Brand Marketing but it mostly exists on the other side of marketing. Performance Marketing as explained by the name itself mainly focuses on performance. It emphasizes short-term results like lead generation, sales, traffic, and conversions. Performance marketing now proves as a tool that drives businesses to grow at a fast pace. 

Know how Performance Marketing is Modifying

Only after being a part of performance marketing, you can sense how the air is changing. As with the emergence of Artificial Intelligence and Machine Learning algorithms, we need to change our mindset regarding performance marketing. 

Digital has completely revolutionized our lives in every possible manner like how we think, we interact, and how we behave. It is a fact that almost everyone has their presence online in a way and half of them at least own a smartphone. Mobile phone is taking over and with the rise of paid social, performance marketing becomes or expanding its tentacles visually. 

Bygone the time of Brand vs Performance Marketing

Whatever exists today is the synergy, chemistry, and amalgam between two i.e., Brand Building and Performance Marketing or maybe becoming identical. 

The number of customers depends on the way you build and present the brand in front of everyone. Through Social marketing, it becomes possible to target numerous people instantly by following a strategy. Besides this, you indeed need to be a popular brand to assume that people know about you. But most of the time, it appears that no one knows so it turns out to be the first time when people interact with your brand. Thus, all your ad copies, web pages, and landing pages must remain aligned with your brand. 

Attaining some short-term acquisitions will push the bar of your brand awareness. Pay attention to the impressions of brand search campaigns or organic reach as well as simultaneously on the Facebook prospecting campaign. If there seems some upliftment that describes well enough how performance marketing boosted your brand awareness. 

It works in contrasting scenarios as well, like when you have an established brand that will result in higher click-through rates and lower CPAs for campaigns under performance marketing. It is of no wonder that a popular brand like Puma, gains reach out of brand-boosting campaigns without even caring about CTA features. 

Predominance of Video, Video, and Video

Video marketing or performance video is a booming tool. Most of the marketers depending on the research believe that it is for certain most of the fruitful tool for marketing purposes. 

All in all, video is that arrow that always aims and gains more exposure to the brand which results in better performance. Video ads can bring you more CTR than image ads as they carry 

the capacity to say much in less time.

Video is an element of marketing that is enthralling, engaging, and binds people consisting of the same. The catch is the usage of a combination of both brand and message in a video to pass on to the masses. It will boost awareness and attract customers parallelly. You can reach out to Orangemantra who provides the best digital marketing services in India to make your brand, a brand in a real sense.  

Brand Building and Performance Marketing: An Effective Blend

Everyone for sure will be convinced with this fact that brand building and performance marketing will go hand in hand. It is the time for both to work together in all segments like planning, executing, and reporting or evaluating results. 

When it comes to creating and testing creatives, both teams need to be on the same page to ensure brand consistency over all the platforms. Furthermore, as they belong to different domains, they can prove beneficial for one another. You have to use brand building as a vehicle and performance marketing as fuel so that it makes it run smoothly. When these two combine, your brand will certainly leave a vivid impression on everyone’s mind. 

Here are some of the pros when performance marketing makes its entry into the realm of brand building. So, please take a look:

• Now, brands don’t need to think much about spending as you can easily recover it with the help of techniques of performance marketing. 
• Companies can run the message on all the platforms they have their existence to acquire an omnichannel holistic approach. 
• Brands can easily examine content that shows how a brand is performing and how users react to it to know what more they need to do. 
• Brand marketing is equipped with its channels but measuring the results sometimes appears very hard. But with the usage of performance tracking and brand tracking data, analysis becomes easy which makes it convenient to reduce the risks. 

Just like two sides of the coin, Performance marketing also has its cons. Being highly data-driven, it is not free from risks. A tough fight goes on gigantic portals like Google and Facebook and the cost to run an ad or campaign increases day by day. 

Conclusion

Businesses can only seek benefits when they use performance marketing along with brand building. Their balance or support is required in the creative strategy to spread the awareness of a brand worldwide. Though there are some risks, the advantages are quite appealing. So, it is time to shift our focus from brand vs performance marketing to a blend of both. Moreover, when we talk of marketing, it is all about performance marketing along with brand building. 

To seek assistance for the same, contact Orangemantra for the best digital marketing services in India. We’ll make sure to make your brand a well-known one.