{"id":4269211,"date":"2022-10-26T01:10:00","date_gmt":"2022-10-25T23:10:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/what-if-we-told-you-performance-marketing-isnt-everything\/"},"modified":"2025-12-08T13:39:42","modified_gmt":"2025-12-08T11:39:42","slug":"what-if-we-told-you-performance-marketing-isnt-everything","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-au\/insight\/what-if-we-told-you-performance-marketing-isnt-everything\/","title":{"rendered":"What if we told you\u2026performance marketing isn\u2019t everything?"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tWhat if we told you\u2026performance marketing isn\u2019t everything?\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
\n\t\t\t\n\t\n\t
\n\t\tMelissa Collins\t\t
\n\t\t \n\t\t\t<\/div>\n<\/div>\n\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t26 October 2022\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
\n\t\t
\n\t
\n\t\t\n\t\tOver-reliance on performance marketing is unsustainable for a growing business\t<\/h2>\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t\tIn performance marketing, our goal is to achieve KPIs which often are related to revenue and ROI. With stronger AI and retargeting ability, achieving a return on ad spend (ROAS) goal is not as challenging for digital marketers as it may have been in the past.

But measurable, results-driven marketing can have a darker side: Over-emphasizing immediate impact and undervaluing the less tangible tactics that help a brand grow over the long term.

In response to broad economic uncertainty and recession fears, here\u2019s a familiar story we\u2019ve seen with brands recently. A brand is worried about its ROI, and they fear its top-funnel efforts are dragging down its efficiency metrics, so they reduce its marketing spend. ROAS goes up – great! The board is pleased, the CMO is excited about the results, and an additional budget is approved to increase investment to capitalize on recent performance. But wait – ROAS went down. Spend is reduced, but luckily, over time, ROAS gets a boost\u2014but now the brand cannot meet its revenue goals.

It all seems cut and dry in the beginning. Are you not meeting your efficiency target? Pull back spend. Find underperforming areas of the account and cut them. But this push and pull is a pattern of behavior indicative of an over-reliance on\u2014or oversensitivity to\u2014performance marketing, as opposed to taking a longer-term (and more successful) growth marketing approach. Unfortunately, this strategy has long-lasting negative impacts that make it challenging for brands looking to be market leaders.

Here’s why.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t