Performance Management: from performance to performance…
Trend 1
Initially, performance marketing consisted of paying only for results linked to an objective (sales, leads). Over the years, digital acquisition has diversified. The Internet can, in turn, take on the role of media, sales channel, social network, etc. Trend 2
The multiplication of Internet uses by web users has led to greater complexity in tracking the customer journey through the multiple channels available (influence, affiliation, ads, etc.). The convergence of these two underlying trends has altered the very structure of performance, making it plural. Today, sales performance, while still predominant, is no longer the sole objective. The brand’s image, its ability to engage and retain, are now part of the performance to be tracked and measured.
It is therefore no longer possible to treat each performance in silos. On the contrary, a global vision is needed to synergize the various channels of digital acquisition and effectively manage the budgets allocated to them.
What is the role of the Performance
Manager in our
digital marketing agency?
The Performance Manager designs digital systems to achieve conversion targets, with a ROI-based approach. He/she coordinates the work of the experts in each of the relevant areas (affiliation, ads, influence), and makes budgetary decisions between the various acquisition channels in order to prioritize the most effective. To achieve this, he/she must set up monitoring and analysis tools to facilitate decision-making.
What skills do our Performance Managers have?
Our Performance Managers must :
- Listen to customers and analyze their needs and objectives, in order to offer them customized, high-performance solutions.
- Have a strong digital culture and a very good knowledge of all online channels and digital marketing tools. In order to constantly offer their customers new opportunities, Performance Managers keep abreast of trends and innovations in terms of channels and new distribution formats.
- They are true conductors of orchestras, with a sense of organization and good analytical and summarizing skills. They are able to dialogue with a wide range of contacts and liaise internally with the various business units.
- Have a very good knowledge of the brands they manage, their sector of activity and their environment, in order to act as ambassadors for them.
What does Performance Management do for customers?
Gaining market share in the face of competition
The Performance Manager’s role is to enable his customers to build up a distribution network, with specialized partners they can rely on over the long term. He continually monitors digital trends and innovations on the market, in order to propose new opportunities to his customers.
Time-saving and personalized support
Advertisers manage multiple missions, and are generally running out of time. With the multiplication of acquisition channels, it’s becoming complicated for them to master all the subjects involved. The Performance Manager must therefore play a coordinating role, drawing on Effinity’s various areas of expertise (affiliation, influence, search, social and shopping ads, etc.). He/she implements new tools and processes to improve performance, and synthesizes the various actions to enable customers to make rapid decisions.
