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PUTTING THE BRAND BUDGET TO WORK
Where is performance marketing now? And where is it going? In April 2018, TUNE and Acceleration Partners surveyed nearly 2,300 performance marketers in the U.S. and U.K. who are managing a combined $16.6 billion in annual sales. Survey respondents anticipate that nearly two-thirds of traditional brand marketing will soon be moving to performance channels. This clear indication of confidence and high expectations leads us to a key takeaway: Performance marketing is eating brand marketing. In 2011, legendary technologist and venture capitalist Marc Andreessen famously said that software was eating the world. Since he helped build the world’s first popular web browser, Mosaic, founded and sold multiple successful companies, and invested in some of Silicon Valley’s top startups, people listened. His point? Simply that software was taking over as the basis of value creation.
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