Performance marketing

Performance marketing is the umbrella term for channels where you pay and steer per measurable response: clicks, leads, sales. Its appeal is apparent certainty; every euro seems to justify itself directly. The illusion lies in what the measurement does not see: part of the measured conversions would have happened without the ad, cost per acquisition rises as you scale, and the demand reservoir that brand building fills quietly drains. Performance harvests demand but barely creates it. Healthy marketing therefore combines both and tests performance on incrementality rather than on the numbers from its own dashboard.

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