In an age of speed, dominated by advertising and consumerism, Performance Marketing is a challenge both for digital marketing agencies and for their clients.
Since more and more companies are becoming aware of the importance of their online presence and image, marketers are being challenged to come up with new innovative solutions and satisfactory results in shorter periods, for lower costs. However, all of this is possible if the vision of the company and that of the agents is focused on the same purpose – the constant increase of the number of clients and the operational rhythm in order to satisfy everyone’s needs and requirements.
What is Performance Marketing?
Performance marketing is a branch of marketing consisting in a systematic structure of elements and actions meant to successfully implement strategies for bringing in revenue for companies offering quantifiable products and services. This is done based on the set objectives and in accordance with a marketing plan developed by the marketing team.
For the plan to work, marketers must identify, set and achieve the digital performance objectives at the lowest possible costs for clients. Succeeding in this regard generates increased company revenue and a sustainable development, that can be measured at any moment.
In other words, we at Craft Interactive manage Performance Marketing campaigns, constantly focusing on the improvement of the ROI (Return on Investment) and the optimization of the stages through which the clients of the companies that we collaborate with generate conversions (Conversion Rate). That’s why this type of digital marketing is known for using key performance indicators (KPIs) in order to obtain leads, conversions and sales, not just brand awareness, clicks and mere impressions in the online environment.
Taking all of this into account, we manage to plan strategies that ensure favourable, quick and efficient results for our clients, using the features of all the tools that the online environment provides us with– PPC, Google Ads, Social Media, Email Marketing and SEO. However, this involves the constant measurement of the effects of our marketing actions and the development of realistic medium and long-term analyses.
The advantages of Performance Marketing:
- It works both for small companies, that are just starting out, and for large businesses with tradition. The condition is for them to make a sufficient investment in order to reach the objectives that they set together with the marketing specialists. Even though the results obtained depend on the allocated amounts, Performance Marketing can generate positive effects even with minimum investments. In practice, the companies pay for what they receive in conversions, not for what they hope to achieve using classic marketing instruments.
- The risk of Performance Marketing methods failing in bringing in new clients and sales is minimum, almost inexistent. These effects are due to the possibility of quickly implementing the marketing measures and instruments adapted to each type of business. Thus, the risks are considerably reduced, both for the specialists creating and implementing the campaigns, and for the companies that are expecting results and profits as soon as possible.
- Since one of the main purposes is the increase of the ROI, the methods of obtaining results must be constantly improved and updated. However, the developments and results are much easier to monitor and measure, since ROI is the indicator that offers concrete information with regard to the implemented marketing strategies and their consequences. The costs per lead, click or sales are therefore recorded and measured more easily than the level of brand awareness or other marketing strategies that are cannot handle the current dynamics of the online environment.
- In the end, the conversion rate is the relevant indicator for the success of performance marketing, in relation to the allocated budget and the specialists’ adaptability to the changes in the online environment. This represents the actual sales that the Google Ads, SEO or Email Marketing campaigns generate in a given time interval. In addition to the ROI, the conversion rate represents the indicator that concretely and measurably illustrates the effects of the marketing campaigns.
In order to develop Performance Marketing campaigns, the specialists must take into account the type of product, the market, the prices and positioning in the public’s searches and preferences. Based on all of these, the parameters of the action plan and the strategy for achieving the set objectives shall be established.
Our team develops creative Performance Marketing campaigns that are adapted to our partners’ purposes on a local, national or international level. If you’re looking for marketing performance, please contact us.
