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Published On: Thu, Nov 12th, 2015

Why Performance Marketing Could Be the Biggest Buzzword in Internet Marketing in 2016

While it is thought to account for as much of 70% of the amount spent on internet marketing each year – which is currently estimated at over $35 billion – performance marketing is something that is somewhat downplayed in a lot of discussions about how to bring products to market and generate leads and sales. While it has long been a practice of companies like Amazon to sell products through affiliate programs, performance marketing through networks is something that is actually very scalable, and can suit small businesses as well as larger companies with lots of things to sell.

With every year comes evolutions and changes in how we see the optimal online marketing mix for different businesses, with things like marketing through Facebook pages being big one year and falling in effectiveness the next, and other concepts like blogger outreach going from being nice-to-haves or go-to approaches for early adopters, to being the essential marketing strategies on everybody’s lips. With performance marketing being in many ways revolutionized and reinvented by innovators like John Lemp, the CEO of market leaders RevContent, it could well be that this previously misunderstood way of reaching and converting targets will be the ‘it’ marketing approach of 2016.

Performance Marketing Has a Clear Goal

As online advertising has grown so much over the last decade, advertisers are starting to look for more than just eyeballs from their campaigns. Marketers are now aware that every potential customer sees hundreds of marketing messages every day, and that just being seen isn’t enough to make a campaign a success. This means they push for methods of marketing that are geared towards a tangible result in terms of leads or sales, rather than just getting brand visibility. Because performance marketing, as the name suggests, is all about actually converting what people see into a clear action, it helps advertisers to be assured that what they are doing is working, even when they know their messages are competing with all of the noise of social media or the internet in general.

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photo/ Michael Jarmoluk via pixabay.com

Success Is Highly Measurable in Performance Marketing

Because performance marketing is about getting people to take action, and advertisers only really pay or count when somebody makes a sale or lead, it is very easy to calculate your return on investment in real terms. Other forms of advertising where the goals are vague can be hard to quantify in terms of success, because if success is simply greater brand awareness that is hard to measure. Sales, on the other hand, speak for themselves, and so when marketers and advertisers really want to know what they are making back from their advertising outlay, performance marketing offers very clear metrics. These metrics, of course, not only help prove the effectiveness of a campaign, but also help people to tweak, enhance and optimize their strategies, leading to even better marketing in future cycles.

Performance Marketing Is Fast To Implement

Getting placements for ads or working with bloggers or site owners to get overage as part of a campaign can take a lot of work and time. With performance marketing through a good network on a strong platform like RevContent, it is possible for an advertiser to get started extremely quickly and have content placed and ready to start making sales and generating leads in strategically strong places on the web. Because advertisers often have to work with rapidly changing situations, new products and promotions, and all kinds of other time constrained things, this allows them to manage their advertising quickly and closely, and really take advantage of things like trending issues that they can tie their messages into. Of course, speed doesn’t just help focus messages and placements better – it also saves business owners, marketers and other interested parties time, and that gives them more freedom to work on what their business actually does, rather than their marketing.

Performance marketing used to have the downside of being quite hard to control, in terms of what affiliates might be doing or saying and the impact this could have on a brand.  However, with better networks and platforms now in place, and tools to help marketers get a good picture of what their affiliates are doing, it is a less risky prospect that really offers nothing but benefits. It is for these reasons that it looks set to be one of the biggest growth areas in terms of internet marketing in 2016, and something businesses who don’t currently include in their marketing mix will not be able to ignore.

Guest Author: Carol Trehearn

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    […] Why Performance Marketing Could Be the Biggest Buzzword in Internet Marketing … While it is thought to account for as much of 70% of the amount spent on internet marketing each year – which is currently estimated at over $ 35 billion – performance marketing is something that is somewhat downplayed in a lot of discussions about how … Read more on The Global Dispatch […]

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