On Friday, I will moderate our next Live with Search Engine Land  discussion on brand vs. performance marketing during COVID-19. We’ll discuss whether marketers should be focusing on top-of-funnel awareness campaigns and less on the bottom-of-the-funnel during this tumultuous period.
With reduced budgets and pressure to justify spend and hit sales targets, marketers often default to “more measurable,” performance-based campaigns. Brand campaigns are seen as softer, longer term and less measurable than bottom-of-the-funnel tactics. The panel will discuss why that thinking could result in missed opportunities.
The panel will feature:
- Dana Tan , Senior Manager, Global 体育平台app , Under Armour
- Amy Bishop , Owner Cultivative
- Michelle Morgan , Director of Client Services, Clix Marketing
Our experts will share their current experiences and what they’re seeing in the market in real time. We’ll discuss B2B, B2C, content, commerce and which channels are best performing right now. The panelists will also talk about how current trends are likely to play out after the crisis is over.
We at Search Engine Land know there is so much uncertainty now in our community, and we hope this series of live discussions, presentations, tutorials and meetups help everyone stay sharp and up to date on tactics and best practices. We do not plan to gate these sessions. This isn’t about leads for us. This is about giving great marketers a platform to inform, support and convene our global community at a time when so much is up in the air, including livelihoods. If you have an idea for a session or would like to join a panel, email our VP of Content Henry Powderly  .
In the meantime, check out our most recent chat (on content) below.
About The Author
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.
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