Trend 1<\/strong>
\nInitially, 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<\/strong>
\nThe 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.
\nIt 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.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div>
What is the role of the Performance
\nManager in our
\ndigital marketing agency?<\/p><\/h2><\/div>
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.<\/p>\n<\/div><\/div><\/div>
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