Performance marketers are changing their focus to prioritize the development of the brand. While literally big ads have been gaining attention, advertisers are going to have to increase their brand recognition and improve relationships with customers in order to stand out in a packed digital landscape. Thirty-six percent of marketers globally intend to boost their spending on brand marketing in the coming year, compared to 31% in the previous year, as agencies shift their marketing tactics. And even though performance marketing is definitely not disappearing by any means, advertisers are aiming to find a more optimal mix between performance marketing, which drives sales, and brand marketing, which maintains brand awareness among consumers. (Digiday)
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