360 Degree Performance Marketing
So you search on google –Performance Marketing and this is what you get –
“Performance Marketing refers to a form of digital marketing in which brands only pay marketing service providers after their business objectives have been met or when specific actions have been taken, such as a click, sale, or lead. In other words, it is performance-based marketing”.
The above may be true at a concept level. However upon deep diving into it with 360 degree perspective, there is much more to be done.
There is an optimum play of a blended strategy of organic and paid pursuits in all touch points that make a digital ecosystem of an established brand or a brand in making.
These touch points are social mediums, online reputation / PR platforms , mobile app/web apps , landing page/website centric , search engines.
Each of these is to be thoughtfully mapped with the business objective we are intending to achieve. Be it Branding, Demand Generation, New launch, Personal Branding, Community Building, Investment Seeking, Employer Branding or Social Development.
“360 degree Performance marketing plan should have 3-point based thorough understanding of:
I- Business models– B2B/B2C/D2C,
II- the stage of growth an organization/brand has reached and
III- the nature of its vertical/industry/domain”
Post covid the digital campaigns are expected to deliver results beyond vanity metrics. They have to be equipped with demand pull and demand push activities as in branding to monetization and budgetary allocation to build marketing funnel with RoI visibility .
Watch How Performance Marketing is Business Objective Driven
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