Backcountry Leans Into Brand Building Strategy to Diversify Performance Marketing

The outdoor retailer’s thinking isn’t 'either/or' between immediate outcomes and driving greater awareness

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Performance marketing achieves immediate but often short-term results, which is the secret to its increasing prominence over the past decade. The data-driven practices and strategies associated with it often cut down on marketing budgets while maximizing ROI. But that doesn’t solve the growing problem of accessing customer data in order to develop long-term relationships.

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