How do you balance brand building and performance for online sales?

Looks at how to balance brand-building and performance marketing for digital sales.
  • As sales have shifted onto digital commerce platforms, marketers have moved budget out of brand-building.
  • There has been a rise in spend on performance-based formats close to the point of purchase, including search ads on Amazon and other retail media.
  • Marketers seeing sales shift online now need to strike a new balance between brand-building and performance.
  • This report it part of the WARC series ‘Rethinking brand for the rise of digital commerce’....

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