For many brands that have found initial success through direct response methods, “performance marketing” has been the engine behind much of their growth. These brands have relied on highly targeted tactics to drive quick wins in customer acquisition.

Performance marketing strategies, such as search marketing and digital performance ads, have helped sustain sales and maintain visibility in competitive spaces. But as brands reach a certain stage, they often realize that continuing with a pure performance marketing approach may no longer be enough to unlock their next wave of growth.