Marketers say that while performance marketing may have become a crucial element for making every penny spent on marketing accountable and building visibility, it alone can’t drive brand-building goals for the brand
Performance marketing refers to marketing activities that are measurable and directly tied to specific outcomes or key performance indicators (KPIs), such as conversions, clicks, leads, or sales.
In today’s times, when marketers are doubling down on data-backed marketing and advertising and eyeing high ROI owing to their understanding of the target audience and their behavioural patterns accompanied by customised targeting, performance marketing may have become a crucial element for building visibility, but it alone cannot drive brand building goals, opine marketers.
Sharing the performance marketing agency POV, Ronak Jain, Director, Performics India, stated that today various categories such as Telco, Gaming, Fintech, Consumer Goods, BFSI, etc. have increased their investments in performance marketing with an aim to drive business growth through ROI-driven marketing strategies as it plays a pivotal role in significantly boosting brand success since it’s a crucial enabler in any brands’ online growth journey.
“To succeed in performance marketing, the initial crucial step involves understanding the core target audience for your business along with discerning the consumer triggers that hold significance for your product and designing personas that guide the selection of the appropriate platform mix. Furthermore, to optimise marketing efforts, a comprehensive examination of the entire customer journey, right from impressions to the final conversion, is essential in order to identify opportunities for enhancing overall ROI,” he opined.
