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Performance marketing works efficiently when people already want to buy and therefore you can sell directly. Whereas content marketing is more of a digital bridge-builder towards the big brand advertisers. So it's communication via content, not necessarily selling. Lilo's SEO manager explains this by using the example of a cigar shop and what happens when publishing a great article on how to store cigars. Even though people appreciate that piece of content, they will not necessarily purchase. Still, this is a chance to get in touch with people, to show them that we care and can be helpful, and later on, if they decide to buy online, the probability is much higher to buy with us rather than with those who don't do this. The biggest challenge of content marketing is grabbing people's attention. It will be harder to get their attention because there is a bombardment of information rushing to you, so to be able to pierce through that and still reach people, you have to fight a tough fight. The attention span decreases and, as a consequence, it has a strong implication on how content has to be made: top content, no mistakes. Regarding the future of digital marketing, Andre thinks there is going to be a bigger shift from investments in traditional media in the digital world and a lot more advertisers are becoming smarter about the digital marketing and also more demanding. The level will be higher, but the potential gains are also increasing. The game is becoming more professional, a new league is opening up.

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