The quest for “better visibility” may start with a simple digital presence, leading to getting caught up with the performance marketing whirlwind, only to discover it leads to paying for the privilege of spending more time at becoming a marketeer.
Performance marketing says: "Cast wide, sort later." Strategic brand building says: "Be so clear about your values that quality prospects identify themselves." The businesses getting this right aren't chasing more customers. Instead, they're using methodologies where the right customers find them.