performance marketing

The 5Ws of Performance Marketing

Mokshit Naidu

Akshay Gera

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Performance marketing is the wave of the future. No, I’m not talking about pay-per-click advertising. I’m talking about bringing performance marketing to your entire business. It is a commonly used technique for affiliates to help drive results for their conversion goals. Performance marketing helps drive conversions for critical actions based on a website’s performance. It is a form of affiliate marketing highly focused on Return On Investment (ROI). The nature of marketing has changed. Gone are the days when you could set up an ad, wait for the leads to come, and you were done. You need to constantly tweak your campaign to maximize its effectiveness in today’s world. There is a lot of talk about performance marketing ROI, the difference between performance marketing channels, and the best ways to create an effective performance marketing campaign.

Now, you may start to wonder, what will happen? What if I don’t know what I am doing? What am I doing? How do I do performance marketing? How do I get started?

To go through any problem thoroughly, we generally analyze the “5Ws and How” to understand the basics. Similarly, let us go through the same for our topic. This blog will help you learn the  5Ws of performance marketing, what performance marketing is, how it differs from traditional marketing and what you need to start doing today to grow your business through performance marketing.

Let us dive straight in!

WHAT?

Beginning with an example, an affiliate, a blogger of a company, promotes their site’s services and appeals to the readers to fill out a form shared with the company. If the company and the affiliate together agree that filling out a form was the intended activity, the company will only pay for the total number of forms filled.

Performance marketing is a broad term related to digital marketing and advertising structures in which advertisers only pay when a particular action takes place. Performance marketing permits you to manage your ad spend, ad budgets, and minimize waste depending on the campaign’s performance. This means you would not have to throw away your limited resources recklessly to the fruitless strategies and have more to spend on the ones that reaped.

performance marketing strategy enables the companies to compensate the affiliates when a mutually agreed deal is accomplished. But what are the most thriving performance marketing methods that might aid or encourage the company’s customers to take the call to action?

WHO?

As we have seen from the ‘What’, there are two parties involved when it comes to the ‘Who’ of performance marketing; the company and the affiliate. The companies generally reach out to these affiliates to increase leads/sales when the need arises, although a few companies employ performance marketing throughout the year to suit their requirements. The two parties then agree on a mutually beneficial deal, and if the
specifics are met, the affiliate gets paid his part. Suppose the particulars as mentioned earlier are not achieved; in that case, the company need not follow up on that affiliate and pay them, saving the company a lot of their budget and driving towards their goals and results becomes more manageable.

The invention of the internet has opened up a plethora of openings in the market for businesses. They now have to choose the most appropriate option that fits into their business strategy. Performance marketing plays a significant role in ensuring that all available resources are used effectively to implement marketing strategies successfully; here, the focus is on making the marketing strategy work towards the desired results.

WHEN?

When it comes to ‘When’, performance marketing may be used by businesses at any and all times irrespective of the situation and circumstance. This is because performance marketing is one of the most cost-effective marketing methods that materializes only when the advertiser has met its ends. Performance marketing gives the business the freedom to focus on its final objectives without wasting any money on pointless ad spend. 

The whole marketing industry has undergone a major transformation in recent times. Marketing is an area of profound growth and a great deal of opportunity in the modern world. But it requires a different approach to achieve its goals. There is a need for a significant shift in the whole concept of marketing to make sure that companies can stay in the race. More and more companies are adjusting to the new normal amidst the recovery after the pandemic. They are adopting performance marketing as their go-to strategy, the most efficient method in marketing today that must be carried out by both big and small businesses alike.

WHERE?

Marketing is not just about branding and advertising. Many activities are going on in the background that is required to make your brand flourish. Marketing has changed over the years, and so have its strategies. Digitization and technology have changed the dynamic of the offline market and, most importantly, consumer behaviour; it has become a majestic transformation from traditional to digital. Marketing has evolved with time and has now been vastly expanded with the introduction of social media and technology.

The advent of the internet and social media’s rise has opened up a plethora of opportunities in the market for businesses; with the online network, the primary platform performance marketing is engaged on, helping businesses reach the zenith of success.

WHY?

There are a variety of advantages to incorporating performance marketing into online marketing strategy and company development. Other than the benefit of building a company’s brand through third-party partners with their budgets, reach, and audiences, which increases company market share, audience engagement, and targeted traffic; a company can also expand market reach, decrease budgets, and minimize the risks while growing brand and revenue streams. In extension, performance marketing is entirely transparent, trackable, and quantifiable. Companies can now monitor each buyer’s whole click-to-consume route and determine where to increasingly invest and which paths, channels, and partners to achieve superior outcomes.

The risks are inevitably decreased because performance marketing is only monetary when the desired action is taken. The Cost Per Acquisition (CPA) is relatively lower, and the ROI is comparatively higher. In addition, this unties funds in the budget for alternative marketing methods to be designed and deployed for a company to grow and compete.

Hence, performance market agencies are the best option for both affiliates and marketers; they are especially apt if your measurement and objective or goal are already well established. This method will assist your company in tracking and measuring your ROI and providing a chance to fine-tune your campaigns based on their results. Of course, trying and testing will help you in determining the best balance of various performance marketing agencies.

HOW?

Let us go through another example to look at the ‘How’.

Most of any company’s target audience is engaged to at least one social media platform. Facebook and Instagram have a large and broad user base. On the other hand, Pinterest is a discovery network for consumers with particular interests. LinkedIn engages professionals, while Snapchat and TikTok target younger user groups. So, when it comes to promoting on social media sites, companies have several choices.

If you want to improve brand exposure or web traffic, you may find the platform where your target audience resides and contact them on a large scale. Social media performance indicators are usually engagement-driven — likes, shares, comments, retweets, and clicks. Social media also gives precise data for measuring Key Performance Indicators (KPIs) such as Clickthrough Rate (CTR), Cost Per Click (CPC), and overall ROI. The supreme motive of any marketing agency is to define a company’s fundamental objective.

Further, the affiliates hired by the companies post engaging content to deliver visitors to advertisers in exchange for a commission on an agreed-upon activity (a sale, in most cases). Thus, affiliate publishers effectively function as an addition to your brand, selling your goods and services to visitors through their website.

An affiliate might be a website owner; any online brand can be an advertiser, however, in most cases, the advertiser has an e-commerce brand or provides a solution over the web.

Conclusion

If you are running a company, you are probably conscious of the fact that you are in intense competition with other businesses in your industry. The last thing you want is your rivals to outdo you, so you must ensure that your company uses the most advantageous marketing strategies to grow and prosper. Consider hiring a performance marketing agency if you are looking for a way to help your company establish its presence in the marketplace. They can equip you with a range of services to help you get the outcomes you need.

Everyone must acknowledge that technology has changed the market, and we have progressed along with it. Performance marketing agency techniques ensure a direct personal message to your audience.

Performance marketing is the most feasible way to elevate brand awareness for any business. Nonetheless, it is not always the easiest for businesses to understand exactly what performance marketing is, how it works, and what it ultimately does for their business. For that reason, this blog post should be able to help you understand the basics of performance marketing and how to get started with it while arming you with some answers to the unanswered questions you had previously and more.

Mokshit Naidu

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