The Three ‘M’ Of Performance Marketing –

Updated: March 24, 2018

If you are a digital marketing agency, you need to move on from traditional marketing and advertisement methodologies to performance marketing. The reason is that there are various performance marketing software applications available where the companies can directly setup marketing and advertisement campaigns without the need for any developers or marketing experts. Unless you adapt to the trends and changes, you are going to perish faster than you imagine. If you are new to performance marketing, you should be aware of the 3 M’s of this data-driven marketing technology.

  1. Marketing Strategy

The first M of performance marketing platform which is deciding the marketing strategy. Here, you have to decide the action based on which you are going to pay the money or commission of the publishers. This decision is not going to be based on the estimation of the marketing software and platform but based on your business goals initially and then on data and analytics once the performance marketing starts. It can be based on lead generations, increasing conversion rate, getting subscriptions, actual sale and likewise. Even though the actual sale seems to be the most tempting action to opt for, a publisher cannot get you direct sale. He can get you the potential customers and then it is up to your website, product, chatbot, and others to convert him to customers. Based on your product and service and the data and analytics generated, you can make and change your marketing strategy and spend money in the best possible way.

  1. Methodology

Performance marketing software and platform have different settings that the ones you do traditionally. The methodology used to set up campaigns is based on the data and analytics available from the previous campaigns. Performance marketing is more like a test, learn, and formulate methodology. It is a scientific method and the decision is taken are based on fact and the campaigns designed are a win-win situation for both the advertisers as well as publishers.

  1. Metrics

The difference between traditional marketing and performance marketing is the metrics. The metrics make the campaigns based on facts and data and not on instincts and guesswork. You can decide what to record and what to analyze to provide you’re the detailed report so that you can decide how to run the campaign and where to invest to get the best value for your money in the marketing segment. The metrics let you experiment but the best part is that if your campaign fails, you do not have to pay any money as you pay only when the actions in the campaigns are successfully done by the publishers.