Why Performance Marketing Is the Key to CMO Success [Ebook]
Performance marketing gives marketers the ability to directly attribute their activity to performance and prove ROI. It’s a win-win strategy that uses pay-for-performance tactics–like affiliate marketing, influencer campaigns, or pay-per-click ads–to track and measure the success or failure of an activity.
Would you pay hundreds of dollars for a second-hand car, without taking it for a test drive to see if it drives well first? Of course not. So, handing over a great big wad of cash, without truly knowing what you’re paying for, likewise seems mad. But that’s what we, marketers, have been doing for years. And we’re still doing it.
Back in the day, to raise brand awareness, we’d happily pay top dollar for ad space during prime-time TV or on exclusive downtown location billboards without our knowing if the ads we were running were actually working. Were they bringing people into our stores? Were they encouraging people to buy our products or services?