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Performance marketing: measuring the success of marketing measures
Performance marketing: measuring the success of marketing measures
Are you reaching your desired customers and the goals for your company with your current marketing? Is the channel mix right, or does it make sense to redistribute the budget and optimize the measures in a campaign? Performance marketing - the supreme discipline in online marketing - provides the right answers. We'll show you how to use your data for a performance-oriented marketing strategy while keeping an eye on your goal. And how you can optimally align your marketing and your campaigns with the needs of your customers. Away from gut feeling and towards data-driven communication.
What exactly is performance marketing?
Performance marketing is the generic term for a strategy to make the success of online marketing measurable. The performance of each marketing measure and campaign is measured using tracking tools and key figures. Typical key performance indicators (KPIs) for the success of your marketing are, for example, click rate, the number of impressions and interactions, reach, leads or conversions.
What advantages does performance marketing offer?
The greatest benefit of performance marketing is that you make your decisions based on valid data rather than gut feeling or personal experience. After all, you can only find out exactly what motivates your customers and how they act by taking a close look at their behavior towards your brand. With performance marketing, you can measure the impact of your brand, your campaigns and your marketing strategy transparently and in real time. You can then use the findings to adapt your measures. Whether search engine optimization (SEO) and advertising (SEA), ads, social media marketing or email marketing: you can immediately see which measures, channels and formats of your campaign really resonate with your customers. You can optimize all parameters at short intervals and on the basis of valid information - for successful customer communication that contributes to your marketing goals.
The goals of performance marketing are:
Tailored to the Marketing measures tailored to the target group
More successful marketing strategy
Investing the marketing budget unerringly
Gaining new customers
Retaining existing customers
Our proven process in performance marketing
We have already supported many of our customers in establishing performance marketing. This is because tracking and evaluating your customers' activities requires a certain level of expertise in the field of tracking and data analytics. If you don't have this in-house, it makes sense to bring a partner on board.
A 4-step process has proven successful for us in working with our customers. This is how we proceed:
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Initial situation
The first step is to take a detailed inventory of your current (online) marketing activities. This involves gathering all relevant information about your existing data infrastructure, your current processes, campaigns, channels and touchpoints.
Performance marketing concept
In the next step, we work with you to develop a strategy on how you can align your online marketing campaigns with your marketing goals in an even more performance-oriented way. In this step, we also determine which KPIs can be used to measure performance and how the required metrics can be mapped in a tracking concept.
Tracking
Now it's time for the technical implementation: we select suitable tools and design a "data hub" that brings together all the required data from the various sources.
Performance measurement and optimization
For meaningful success reporting, we visualize your KPIs on a performance marketing dashboard. We work with you to evaluate the results and find valuable starting points to continuously improve your strategy. You will learn how to better reach your customers with your communication measures.
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