Last week we released “A Guide to Performance Marketing” a new whitepaper that takes a look at the growth driving performance marketing. For many of us, marketing disciplines are no longer seen as isolated divisions, operating in silos with independent budgets. Marketers are now understanding how to integrate marketing channels which were traditionally seen as independent from each other. The holy grail of course is to understand what the impact of one channel has on the performance of another.
The guide examines technology innovation such as ad exchanges, demand-side platforms (DSPs), predictive modelling and automated bidding tools which are driving the growth of the performance marketing sector. It also details some of the key trends that will shape the future of performance marketing, including:
- Integration of search and display
- The increasing importance of Facebook
- Cross-platform campaigns and location-based targeting
- Move away from banners to performance ads
- The importance of attribution analysis, and understanding the route a customer takes from first search to sale
- Better performing landing sites, to allow the brand site to perform at the best level
- Increased transparency, led by Google’s insistence that ad partners reveal the cost of campaigns to clients - a welcome move
For more information and to download a free copy of "A Guide to Performance Marketing", visit the whitepapers section of our website.
Merinda Peppard
Global Marketing Manager
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