"Marketers thriving today are those treating performance marketing not as a shortcut, but as one piece of a broader strategy that includes education, emotional connection and building trust over time."Today’s digital campaigns offer marketers unprecedented control, a significant leap from the limitations of the pre-digital era. We now take it for granted that we can target the right person, at the right time, on the right platform. We can then iterate and optimise based on data. Smarter decisions can be made, because every click and every conversion is tracked. We have real control, and we can scale with ease.
But there’s a problem. In crowded industries, running digital ads can be a case of diminishing returns as costs per lead (CPL) climb, and even when leads do come in, they’re lukewarm at best. We have at our disposal a remarkable marketing ecosystem but the fact remains that
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