Why performance marketing is killing your brand

A B2B campaign aimed only at people currently shopping is aimed at a small fraction of its category. Broad reach is not waste, it is what makes the rest of the budget work harder. So how many people should a campaign reach, and how often should it reach them?

The SaaS growth model assumed prior familiarity did not matter, and for a decade the market rewarded that assumption.

Advertising profit is concentrated in two channels, and neither of them is digital. Television and print together return 89% of all advertising-generated profit, which puts a ceiling on what a digital-only plan can earn. So how should a small budget read a ranking it cannot afford to act on?