5th Aug, 2017
I reckoned that every single marketing stuff cannot familiar with performance marketing more. With the development of internet technique,every action of an internet user is well tagged and this also boost the advertising industry.
In the old time, advertisement only can be showcase on TV,magazine, broadcast, outdoor or indoor advertising position, there’s no direct interact with target audience. So at that time, the traffic of media is the only measurement of the performance of the ads. But now as the emerge of the internet, interact with the ads by users could be tagged and these “precious data” drives the whole advertising industry. It’s like a newly-discovered continent and both advertisers and publishers are frenetically excited that they began to know their audience behavior more than ever. The whole industry is utterly bursting and embark on a new stage.
So what is performance marketing?
Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers (a.k.a., “retailers” or “merchants”) and marketing companies(a.k.a, “affiliates” or “publishers”) are paid when a specific action is completed; such as a sale, lead or click.
(Quote from thepma.org)
So now the key point to promote an app is to find appropriate channels and cautiously control your spending. Is it right?
It’s quite right, but it’s not all!
What is an appropriate channel?
All the performance marketing channels can be divided into social media (a.k.a Facebook, Twitter, YouTube ), ad affiliate/ad network, agency.
Social media is the most cost-effective because usually the media has a complete and perfect analysis of their users behavior and interests. So the can help us filter down our target audience.
Ads affiliate/ ad network they also provide traffics to advertisers by integrating distracted traffics from internet such as news feed, app, wap website, video site. It’s a very good supplementary of user acquisition.But it is also important that you have to figure out where these traffic come from and monitor the quality of the traffic. An ad spy tool may help in this situation.
Ad agency actually is not a good choice for advertisers, unless they can promise you a good deal and you can also monitor all the traffic they bought.
To sum up, never stop collecting information of these performance marketing channels – which works where, the price and how many real users they have, how many publishers they have, if they also secretly buy traffic from other channels.
By AliceKoo