*The following is a summary of an article originally published by The Association of National Advertisers on March 4, 2024.
SEATTLE, WA - The once clear line between performance brands and brand-centric ones is starting to blur. At a high level, performance-driven brands operate on near-term, directly measurable results, while brand-builders tend to play the long game and have a more diversified media mix. But for brands to succeed in the modern digital marketing world, they’ll need to unlock an integrated, full-funnel approach, says New Engen VP of Digital Marketing, Kevin Goodwin:
“Flash forward, and the most significant opportunity in today's marketing landscape lies in finally bridging the gap between these two long-standing approaches without either dominating the funnel. This reconciliation involves integrating the immediate, conversion-focused strategies of performance marketing with the long-term, brand-building strategies of full-funnel marketing.”
Dive into Kevin's insightful article on ANA's website here.
About The Association of National Advertisers
The ANA is the U.S. advertising industry's oldest and largest trade association. Originally known as the Association of National Advertising Managers, it was established to promote cooperative relationships between regional and national advertising industries, manufacturers and dealers, and advertisers and agencies.
About New Engen
New Engen is a digital marketing agency driving impact for brands across every phase of the customer journey – maximizing it, measuring it, and repeating it. Through a collective passion for building brands, a relentless desire to challenge the status quo, and deep digital expertise across hundreds of brands and verticals, we put our clients on the cutting edge of what’s possible in digital marketing.