Understanding Upstream vs. Downstream Marketing

Upstream marketing focuses on creating long-term goals and considers the future of the business whereas downstream marketing looks at current customer needs and sets goals that are reachable in a short period of time. PPCexpo has published an article explaining Upstream vs. Downstream Marketing. The PPCexpo team says, “Upstream vs. downstream marketing can coexist. Depending on the company’s objectives, they may complement each other. Downstream marketing is frequently less aggressive in reaching out to potential customers. This is because it targets people already aware of what they have... [...]