The dramatic fall of performance marketing
The underlying problem isn’t that costs are rising, it’s that companies relied so heavily on direct advertising in the first place, writes Michael Browne.
Since being laid off, I’ve had 13 interviews for everything from director to CMO, and every company is asking the same thing: “How do you approach increasing direct advertising costs?”
Typically, I will follow that up with questions about their company: resources, owned list size, campaign strategies, etc. Then, I’ll share some experience and advice.
After hearing what I have to say, I get almost the exact same response: “Wow, that’s really refreshing to hear.”
