Performance marketing

from Wikipedia, the free encyclopedia

Performance Marketing (ger .: performance: power) is the use of online marketing tools to achieve the goal of a measurable response and / or transaction with the user; it corresponds to direct marketing in interactive media. A performance-related remuneration of the media in the context of success-based online marketing models, such as pay per click , pay per lead or pay per sale , is a constituent requirement as a distinction to the marketing methods, the billing method of which is determined by reach (CPM, thousand contact price ). In the advertising industry, like direct marketing, performance marketing is counted as below-the-line communication (in contrast to above-the-line communication).

definition

The Performance Marketing specialist group in the BVDW has defined the term as follows:

Performance marketing in digital media is part of the media mix and serves both to acquire customers and to retain customers. The use of various advertising media aims to achieve measurable reactions and / or transactions with the user. The customer or interested party is addressed in a very targeted manner, individually if possible, in order to achieve the greatest possible interaction with the users. Performance marketing is an integrated approach. The components should be used in a networked manner in order to be able to influence the actions of the customer or potential interested party.

Performance marketing is characterized by the following features :

  • Measurability: The reactions of the target group (e.g. a registration or a purchase on the Internet) are clearly, promptly and completely observable and measurable.
  • Modularity: The campaign is divided into many small budget modules that can be booked and assessed individually.
  • Optimization: By adapting various parameters (ad texts, advertising design, surroundings, click bids, etc.), the efficiency of the campaign can be influenced and thus improved during the runtime.
  • Networking: Performance marketing can be integrated into a classic campaign as an interaction element. There are intensive interactions such. B. between awareness and click rate.

The following instruments can be components of performance marketing:

Ranking of the largest German agencies for performance marketing 2019

The largest German agencies for performance marketing according to iBusiness:

Rank 2019 providers Billings in million euros
1 iProspect GmbH 233,000
2 mediascale GmbH & Co. KG 190,000
3 Artefact Germany GmbH 175,000
4th Blue Summit Media GmbH 156,000
5 EPROFESSIONAL GmbH 152,000
6th SYZYGY AG 106,800
7th JOM Group 101,000
8th ad agents GmbH 65,900
9 Resolution Media (Omnicom Media Group) 47,500
10 Dept 43,970
11 Damcon GmbH 43,000
12 moccabirds GmbH 41,000
13 The Reach Group GmbH 40.120
14th SearchFusion agency network (OnMaCon / infiniteFox) 36.270
15th dreifive AG 32,800

literature

  • Ingo Kamps, Daniel Schetter: Performance Marketing: the guide to measurable and controllable marketing - introduction to instruments, methods and technology . Springer Gabler, Wiesbaden 2018, ISBN 978-3-658-18452-0
  • Thomas Eisinger, Lars Rabe, Wolfgang Thomas (eds.): Performance Marketing: Online advertising - measurable, transparent, success-oriented . 2nd Edition. BusinessVillage Verlag, Göttingen 2006, ISBN 978-3-938358-37-5 .
  • Torsten Schwarz (Ed.): Guide to Online Marketing: The compact knowledge of the industry . marketing-BÖRSE Verlag, Waghäusel 2007, ISBN 978-3-00-020904-8 .

Individual evidence

  1. ↑ BVDW: Performance Marketing (archive version)
  2. ↑ Ranking Performance Marketing 2019 , ibusiness.de, accessed on December 10, 2019