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Realisti Managing Partner Birgit Karus recently appeared on BestMarketing\u2019s podcast \u201cEetris on turundusuudised\u201d, where she joined Kaie Kass, Head of Marketing at Uus Maa, to discuss performance marketing, marketing measurement and business growth opportunities.<\/p>\n\n\n\n
One of the recurring themes throughout the discussion was focus. Companies often try to do a little bit of everything at the same time: launch new campaigns, test different channels, create more content and increase their visibility across as many platforms as possible. While this creates a lot of activity, it does not automatically lead to better results. On the contrary, too many small campaigns can fragment attention, budgets and team resources. If there is not enough capacity for producing high quality content, investing in media or maintaining consistent visibility, results often remain limited.<\/p>\n\n\n\n
According to Birgit, the key issue is not always the size of the budget. What matters more is understanding which activities actually help the business move forward and where available resources should be concentrated. From a business growth perspective, the ability to make choices is becoming increasingly important: what to measure, where to invest and when to say \u201cno\u201d to activities that may look productive but do not create real value.<\/p>\n\n\n\n
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The conversation also touched on why performance marketing is no longer just about technical optimisation. Platforms are evolving, automation is increasing and competition for attention is greater than ever. As a result, success today requires more than the right technical setup and well-structured campaigns. Strong creative solutions, high quality content and a clear strategic direction are playing an increasingly important role. The most successful companies are able to bring these elements together and use marketing not only as a campaign tool, but also as a tool for driving business growth.<\/p>\n\n\n\n