Tuesday, 6 November 2012
Content is King? No, Performance is the new King
Performance to many in the search advertising world, means paying for clicks whereas in the display ad industry, means paying for impressions. Both give some level of reassurance that there is a performance element, but the money shot is - How many of these impressions/clicks turn into leads and sales?
Google's ad platform has come a long way in terms of making search a goal based advertising medium. A goal could be a lead, download, appointment or sale. Anonymous traffic generation was a gold rush going back a few years but in the modern targeting/re-targeting landscape coupled with the avalanche of consumer data on tap it is essential to optimise your campaign towards leads/actions and ultimately sales.
In online advertising, the unstoppable rise of RTB (real-time buying) illustrates a desire to get media to perform to a specific cost per action or acquisition. There is simply such a glut of online media inventory out there that it is now only worth what someone will pay for it. The online advertising ratecard just hit the shredder!
The so called King, 'Content' has received alot of attention in the marketing press of late and rightly so. Having beautiful content on your site is not only engaging but can also win the hearts of your prospects and customers. But for it to be King, much more power must be leveraged to satisfy the demands of even an average commercially focused business enterprise.
Performance Marketing encapsulates all the elements that are great about marketing today - Great copy that sells; Flexible channels ; Compelling offer variants ; Discounted pricing models ; Ready to purchase consumer's. Which is why, the crowning of Performance as King is likely to reign for a very long time... All rise...