Advantages of performance marketing over other social marketing tools – Times of India

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Amitek Sinha, COO, ET Medialabs
We hear the term “digital marketing” thrown about a lot. In actuality, there are numerous sorts of digital marketing, and each type’s outlets and capacities are expanding on a daily basis. Performance marketing is an often-overlooked digital marketing concept. Advertisers only pay for specific actions when using performance marketing, for example – when a visitor clicks through to their page or makes a purchase. Let us go through how performance marketing works, why you should use it, and which channels provide the best value for your money.
Performance Marketing-An Understanding
Performance marketing is a results-driven digital marketing strategy. Because payment is based on how users interact with the material, it’s great for businesses trying to reach a large audience. Advertisers collaborate with agencies or publishers to design and display adverts for their businesses across a variety of performance marketing channels, including social media, search engines, videos, embedded web content, and more. Instead of paying for an advertisement in the usual method, these marketers pay based on the number of clicks, impressions, shares, or sales that their ad generates.
One agency that has been successful in utilising Performance Marketing to the fullest is ET Medialabs. It is a partner of choice for brands that are aiming for sustainable growth in today’s world of “go big or go home”. At ET Medialabs, we aim for sustained growth while keeping Data and Analytics at the core of everything we do.
Performance Marketing Channels
To drive traffic, agencies and advertisers use a variety of performance marketing techniques.
The top five most widely utilized performance marketing channels are listed below.
Native Advertising
Native advertising makes use of a website’s or page’s natural appearance to promote sponsored content. Sponsored videos, for example, may show in the “Watch Next” portion of a video streaming platform. Native ads are also common on e-commerce sites. Native advertising works because it integrates your sponsored content with other types of organic material. Users will often be unable to distinguish between these types of material, allowing you to promote your business in an unobtrusive manner.
Social Media
Social media is a sanctuary for performance marketers. It not only allows you to reach users and drive them to your website, but it also allows them to naturally share your sponsored content, extending your reach well beyond the original post. Although the world’s largest social networking site has the most comprehensive list of performance marketing services, other platforms also provide numerous options to contact new clients.
Content Marketing
It’s all about educating your audience when it comes to content marketing. The goal of content marketing is to provide visitors with relevant information while also putting your brand in context. A vitamin firm, for example, might produce a series of educational blog entries about the benefits of probiotics, with a link to the probiotics they offer. Blog entries, case studies, e-books, and other forms of content marketing can be used.
Display Ads
You’ve probably seen a lot of display advertising recently if you’ve been online. These advertisements display on the right-hand side of your social networking site newsfeed, as well as at the top and bottom of the news web page you just visited. Despite the fact that display ads are losing favor as a result of the growing use of ad blockers and what experts refer to as “banner blindness” many businesses are still finding success with interactive content, videos, and compelling graphic design.
Search Engine Marketing (SEM)
Because the majority of online research is conducted through search engines, having a site that is optimized for search engine marketing (SEM) is critical. When it comes to performance marketing, the cost-per-click (CPC) is king, especially for paid advertising. Many performance marketers rely on content marketing and SEO-optimized landing pages for organic SEM.
Advantages of Performance Marketing
Over time, as advertising has progressed, so have the means for tracking performance. With the advent of digital marketing via display, email, and social media channels, marketers can more easily track and optimize campaign performance. Here are five important advantages of performance marketing over traditional methods to consider:
Payments for Results
The ability to pay for results rather than indefinite overhead is the most evident benefit of performance marketing efforts. This is especially important for campaigns that are driven by specific conversion metrics at the bottom of the funnel. It’s critical in performance marketing that marketers set a target and stick to it. Conversion-optimized media campaigns that then move to clicks may underperform in both categories.
It’s important to keep in mind that some performance marketing channels may charge more than the goal cost specified by marketers. For instance, if a marketer offers a $5 cost-per-conversion for an email sign-up but has a very low conversion rate or a very narrow audience, the platform will most likely boost the costs to satisfy the demand for the impressions required to acquire the conversion.
Better Planning
Because marketers must set targets and an ideal cost per action at the start of the planning process, performance marketing initiatives are simple to budget for. This makes determining the appropriate campaign budget simple. If a marketer intends to pay $0.50 per click and has a goal of 10,000 website views, a $5,000 budget is fair. Goals are emphasized throughout performance marketing efforts, which is another benefit. Ads are optimized based on the campaign’s goal, whether that goal is viewable impressions, clicks, leads, or something else.
Discovering Newer Formats
Single-placement platforms like Twitter can be used for performance marketing, but marketers can also partner with performance marketing networks to broaden their reach. These networks provide one-of-a-kind ad chances that can reveal new information about attractive placements dependent on audiences. Marketers targeting hard-to-reach demographics like developers, who eschew display advertisements and are difficult to find on social media, can benefit from performance marketing networks.
Tracking Performance
Marketers gain from near-instant outcomes and insight into performance since performance marketing is predominantly digital. This comprises the amount of money spent as well as the number of impressions, clicks, and conversions received. Marketers can use these data to track campaign performance and determine the return on investment. If a campaign isn’t performing as expected, it might be suspended and the budget reallocated.
Summing Up
Performance marketing and everything it has to offer should pique the interest of marketers trying to lift their advertising game and improve results. Performance marketing, unlike traditional approaches, allows advertisers to plan better, pay just for outcomes, track performance, respond to comments, and uncover new placement options. It’s no surprise that performance marketing is becoming the new norm for advertising, given all of these benefits.
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Views expressed above are the author’s own.
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