Why performance marketing is becoming increasingly important
We live in a world where marketing not only has to be visible, but also has to be perform. Performance marketing is the answer to the growing demand for efficiency, measurability and scalability.
Unlike classic campaigns that focus on reach or branding, here it is purely about results: clicks, leads & sales.
More and more companies are switching to this approach. From start-ups to established corporates, because every euro must measurably contribute to measurable growth.
What is performance marketing?
Performance marketing is a form of digital marketing in which a combination of activities, such as SEO & Pay-Per-Click Marketing, is carried out that lead directly to measurable results, and have an impact on a company's growth.
Think about:
- One click on an ad
- A completed contact form
- An online purchase
- A downloaded white paper
- Etc...
In other words, you pay for results. And thanks to smart tracking and data analysis, you can see exactly what works, and what doesn't.
Some of my duties as a digital performance marketer include:
- setting up Google ads campaigns & Bing ads campaigns (SEA)
- Building and managing websites
- Optimising websites for search engines (SEO)
- Creation of e-mail campaigns
- Help manage social campaigns
- Conversion Rate Optimization
- Affiliate marketing
- Building funnels
What does a Performance Marketer do?
A performance marketer specialises in planning, executing and adjusting campaigns focused on results. Instead of focusing on "nice content" or "brand awareness", a performance marketer works with concrete KPIs such as:
- Cost-per-click (CPC)
- Cost-per-lead (CPL)
- Return on Ad Spend (ROAS)
- Customer Acquisition Cost (CAC)
Typical tasks of a performance marketer
- Setting up Google Ads & Meta campaigns
- Segmenting target groups and enabling retargeting
- Testing and optimising landing pages
- Running A/B tests
- Reporting & iterative adjustment
So a good performance marketer is part data analyst, part growth hacker, and part strategist.
Performance marketing vs traditional marketing: An overview
| Feature | Performance marketing | Traditional marketing |
|---|---|---|
| Measurability | Very high | Restricted |
| Target | Direct conversion | Brand awareness |
| Reimbursement | Based on results | Based on reach |
| Example | Bing & Google Ads, affiliate marketing, search engine optimisation, ... | TV spot, billboard |
Performance Marketing in the future: Artificial Intelligence
With the rise of AI, automation and first-party data, performance marketing is at the dawn of a new era. It is no longer just a marketing tactic, it is a true growth strategy.
Those who bet smartly on performance today will build scalable, profitable systems tomorrow. And that is exactly why this approach is so valuable for independents, SMEs and ambitious brands.
Want to know more about how a freelance performance marketer helps you do this? Then be sure to check out how I can help you as a freelance performance marketer can help grow your business.
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