A concise edition adapted from the BIZCAT journal.
See the wider picture
Digital marketing covers a broad range of online communication, from content and social presence to paid campaigns. Some activity builds familiarity over time; other activity supports a more immediate customer action.
Define the action
Performance marketing concentrates on measurable outcomes such as qualified leads, purchases or registrations. Campaigns, audiences and landing experiences are reviewed against those objectives.
Connect the experience
A credible digital presence helps a visitor understand and trust the offer. Performance campaigns bring relevant people to that experience. Use what those visitors do to refine messages, remove friction and improve the next campaign.