Episode 17: Are Performance Marketing Campaign Activations a Waste of Money?

Join Dots Oyebolu as he speaks with Ethan Okwara, Group Head Marketing and Corporate Communications at Asset & Resource Management Holding Company (ARM HoldCo).

Performance marketing can significantly accelerate growth during the initial phases of business development.

However, as brands begin to start scaling, over-investing in this area of marketing often results in diminishing returns.

Today, Ethan covers other categories of marketing that companies should stay focused on, along with some recommended KPIs.

Highlights include:

- Why human-to-human engagement is more important than ever in marketing.

- The types of campaigns marketers are running that are causing a loss of revenue.

- Examples of great B2C and B2B marketing campaigns.

- Is illustrative marketing still relevant today?

- How should a $5 million ad budget be spent?

- What is the right way to execute influencer marketing campaigns?

- Examples of how a brand has used educational leadership to speak to its audience.

- Top KPIs for performance marketing.

- How marketers can leverage AI to drive performance-based campaigns.

Insightful Links:

• https://hbr.org/2023/05/how-brand-building-and-performance-marketing-can-work-together

• https://www.theguardian.com/voluntary-sector-network/poll/2011/aug/26/1

• https://www.thedrum.com/opinion/2020/02/07/the-death-the-marketing-campaign-why-brands-should-rethink-the-dynamics-customer

• https://funnel.io/blog/performance-marketing-vs-branding

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