Demand Drives Performance.

Performance Marketing ≠ PPC.

Just because someone is in the market doesn't mean they're in the market for you. Better acquisition economics begin before the click.

Demand Creation

Grow awareness and preference.

Representative tactics

  • Broadcast Media
  • Sponsorships

Connecting both:

  1. Measure
  2. Learn
  3. Reinvest

Demand Capture

Convert active intent.

Representative tactics

  • Paid Search
  • Conversion Optimization
Performance is measured across the system—not defined by a single tactic.

Capturing existing demand can generate sales. Creating demand can expand future opportunity and improve the conditions for conversion. The right strategy connects both, measures what works, and directs investment where it can create the greatest value.

Performance marketing is broader than PPC.

PPC is a tactic, whereas performance is about measurable business outcomes across channels and activities.

Demand creation can improve capture economics.

Brand familiarity, preference, and greater market demand can influence the effectiveness of subsequent conversion efforts. The feedback loop helps determine where investment should go next.

Do you need every marketing channel?

Full-funnel thinking doesn't require a full channel lineup. Start with the tactics your budget and objectives support. Measure their contribution, then adjust.