My guest on this week's episode of the podcast is Jess Jacobs , the CMO of MDVIP , having previously served in senior marketing roles at Shopify and Wayfair. The topic of our conversation is Brandformance marketing -- or brand-oriented marketing pursued with specific sensibilities around directly-measurable business objectives. Among other things, we discuss: The definition “brandformance," and differentiation between brandformance and traditional brand marketing; The approach to measurement that best integrates top-of-funnel brand marketing into a performance marketing workflow; The common characteristics across marketing teams that are effective at utilizing both brand and direct response tactics; What companies tend to get wrong about brandformance; Why brand marketing is incorrectly viewed as less analytically rigorous than direct response marketing; The optimal level of integration between brand and direct response efforts; Whether a CMO can capably manage both brand and direct response initiatives. Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: INCRMNTAL . True attribution measures incrementality, always on. ContextSDK . ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers. Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture . The Mobile Dev Memo podcast is available on: Apple Podcasts Spotify Google Podcasts
