This post from Jyll is a must read for any paid account manager.

As it turns out, when we only show ads when people are searching for exactly what we offer, we don’t show many ads because not many people are searching for exactly what we offer 🙃

Performance marketing without brand marketing won’t actually perform.

Performance channels like paid search are demand capture channels.

That demand needs to be created somewhere. And in this era of content overload and distraction, it’s getting harder to capture attention and create demand.

Omni-channel is the only channel.