‘Every dollar should be performing’: Booking.com’s CMO on the false distinction between brand and performance
Booking.com CMO Arjan Dijk prefers to view his marketing through the lens of low, medium and high intensity activity, rather than in performance versus brand terms, a debate which he says is “a bit 2003”.
If you’ve ever looked online for holiday accommodation, it’s almost guaranteed that a result from Booking.com will have popped up on your search. The booking platform, which allows users to book flights, hire cars and attractions as well as stays, is renowned for its search engine marketing.