South Africa, Nov. 10 -- Mastering the balance

Gone are the days when a single conversion campaign was enough to drive meaningful business results. Today, success demands a holistic, full-funnel digital strategy that balances awareness, demand creation and conversion performance.

Marketers who master this balance see lower acquisition costs, stronger brand loyalty and, most importantly, sustained growth beyond one-off sale cycles.

Pillars for effective performance marketing

Let's break down the pillars that separate effective performance marketing from wasted ad spend.

The value of brand awareness

All too often, performance marketers focus purely on conversion campaigns, forgetting that brand awareness is the backbone of sustainable...