Today, integration of lead-generation marketing capabilities by social media portals is becoming a norm. With rising buyouts and increasing consolidation of businesses in the country, it looks like a few select full-service players and niche networks will remain relevant in terms of operations.
Brands are now accepting the fact that a performance marketing setup is critical. More advertisers, along with the social media platforms they use to reach consumers, are realizing that a strong lead-generation component is needed for successful brand advertising.
According to industry experts, India is witnessing game-changing trends in search, which will be dominated by digital and mobile.
Mohit Joshi, Managing Director, Havas Media India, expects search to evolve beyond “the wildest dreams”. “Performance marketing is always about converting performance into revenue. It is also about getting right set of customers into the scenario. Performance over-performs when it comes to value. The performance marketing industry is somewhat like digital marketing channels is witnessing a lot of change as there has been a rapid and fragmented shift in the consumer purchase journeys.”
Dhruv Chopra, CMO, CarWale.com, said, “We at Car Wale have been using digital very extensively whether it is in terms of performance or garnering results. We are in the world where technology is so advanced that it is really easy to measure whatever desired.”
“When you talk about bottom line, what you want is a predictable cost of customer acquisition. Even though lot of people will put together online marketing into performance marketing, saying I can measure everything, but I think what we have got into is that we can measure intent in a specific manner, especially on mobile. Performance marketing has become the dominant force on mobile, for not just e-commerce but for a lot of brands out there. The hard reality is that we are heading to a future where performance marketing will be the base of your entire advertising strategy,” said Aloke Bajpai, CEO and Co-founder, Ixigo.com.
Nitin Agarwal, Senior Director - Marketing, at ShopClues.com, believes that performance marketing is marketing which gives measurability of any consumer action, whether it is a view or click or visit. According to him, performance has brought a change in the mindset of marketers, and no longer are we increasingly talking about how many impressions, even in offline.
According to Shekhar Sharma, National Director, GroupM Interaction, performance is all about solving business problems. It is a not one-size-fits-all situation. “Each of the measurability aspects for different marketers is different.”