What I think about when I think about Performance Marketing: “Marketing with data and accountability!”

Imagine that every dime that you spend on marketing is tracked, calibrated and optimised to deliver measurable and tangible results for your business. Wouldn’t this be the only marketing that you would ever do? We call this act “Performance Marketing”.

The ‘Performance’ in Performance Marketing ensures that we create, distribute, optimise and manage communication so that they contribute to your business growth.

Although revenue and profit are most impacted by this practice, for holistic marketing growth, ‘Performance’ needs to be driven for all metrics that are housed inside the marketing funnel and at all stages of this funnel.

A few examples of funnel wise metrics that are worth tracking:

Top Of the Funnel (awareness): Ad reach (among your TG), Ad recall survey results (brand lift surveys) etc.

Middle Of the Funnel (consideration): Click Thru Rate (CTR), Website Sessions, Email Open rate, Email CTR, Bounce Rate, etc.

Bottom Of the Funnel (conversions): Total Conversions (leads, purchases etc.), Abandonment rate, Return on Ad Spend (ROAS), Avg. Order Value (AOV), Cost per Customer Acquisition (CPA), etc.

Not driving any of these metrics could leave holes in your funnel and could lead to customers dropping out of the buyer journey that you would like them to take.

Performance marketing as an approach will ensure your business or brand gets concrete results and an ROI that can steer your business in the right direction.