Summary
Brands increasingly recognise that short‑term performance marketing alone can’t sustain growth. In a recent Q&A, Michele Madaris, Media Director at Boathouse, argues that companies must balance immediate, performance‑driven outcomes with long‑term brand building. She warns that overemphasizing bottom‑of‑funnel tactics ignores the fact that consumer journeys are now nonlinear and driven by multiple touchpoints. Instead, leading marketers are combining upper‑funnel storytelling (brand equity) with lower‑funnel performance tactics to build trust, influence intent, and improve conversions. To truly gauge marketing effectiveness, brands are shifting focus from traditional metrics like clicks and reach to “incrementality” — measuring whether campaigns delivered actual new customers or sales that wouldn’t have occurred otherwise.
Chief Marketer
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