Building and Executing a True Performance Marketing Campaign
Not to mention, performance marketers need additional headroom to handle peak demand (e.g., holiday). The good news is that access to on-demand cloud computing and data management solutions are now within the reach of every performance marketer.
Attribution is also a cornerstone of a true performance marketing campaign. However, determining how to best leverage and optimize paid/owned/earned media isn’t just about how much money you should spend in various channels. It’s an exercise in understanding people, the communities they form, how they communicate and how to engage them in conversation.
True performance marketers are focused on improving marketing economics by dedicating the ideal budget to each channel while concurrently optimizing the creative to best appeal to each channel’s audience. This is done through real-time message/creative testing, and requires more than just powerful technology. It requires art — i.e., performance marketing people with innovative ideas on how to best engage audiences.
Performance marketers are redefining the marketing landscape in real time, continually refining the blend of art and science needed to drive results. Achieving a true performance marketing campaign is complex, and it’s arguably the toughest challenge marketers have ever faced. Nevertheless, those who do build a true performance marketing capability will reap unmatched rewards.