In digital marketing, big declarations never seem to stop. We like to put permanent labels on things because it feels easier: easier to write something off, easier to believe that if you just do X, Y, and Z, you’ll win. Reality is never that simple. And yet, I still hear people confidently claim that paid search is dead. That one surprises me the most. I’m open to new ideas, but in my experience, paid search isn’t dead—it’s just harder, noisier, and far more sophisticated th

I’ve noticed several recent articles and posts focusing on brand marketing—highlighting its importance and the risks businesses face when they don’t invest in it (i.e. Nike’s recent sales dip). While these pieces emphasize why brand marketing matters, they don’t always mention the valuable role performance marketing plays (let alone, how). This can leave readers with the impression that it’s an either/or choice. So, I wanted to pause and break things down a bit more clearly.