Digital Summit: Performance vs. brand: Does performance marketing damage long-term brand success?

We live in media overload and are bombarded with messages. In the lecture, we look at the concepts of strategic brand building and performance marketing and how short-term buying decisions are influenced by both factors. We will shed light on the pros and cons of both measures and propose solutions on how brands can achieve successful brand awareness in the long term with the right balance of performance marketing and strategic brand building.

EISENforum: Halle/ Hall 11.1 E50/ F51