Beyond performance marketing: Strategies to maximise performance across the funnel

Gabriella Munro, Inessa Ishunkina, Konstanze Fichtner and Harry Davison

In an evolving media landscape, finding the optimal marketing strategy is pivotal for marketers to maximise their performance. In order to continue to grow, brands can benefit from tapping into broader audiences to boost the outcomes of their direct response marketing. This will allow them to:

For businesses that sell online, digital and AI-powered advertising solutions have revolutionised the role marketing has on growth. Performance marketing serves the right ad to the right person at the right time to capture demand from consumers who are signalling they are in the market. For many companies, it can be their main driver of growth as they increase their budgets and optimise their campaigns to convert an increasing share of the in-market audience. The majority of companies have plenty of headroom to continue growing in this way. For the most successful, growth can slow as they reach a plateau...

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