The term “performance marketing” originated

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Why is performance marketing needed and how is it different from digital and internet marketing September 26, 2023 Elvira Olman, editor Reading time: 10 min Almost all large modern Internet promotion contractors call themselves performance marketing agencies. At the same time, the meaning of the term "performance marketing" is rather vague and can change depending on the context or interpretation. Let's figure out what kind of service a business buys and why it needs it. What is performance marketing  in the US in the early 2000s and established the “sales = payment” link in the advertising services market: the advertiser paid the contractor for each client brought in.


The Russian equivalent of this term is "performance Real Estate Photo Editing Service marketing". The essence is the same: the client pays the contractor for the fulfillment of the agreed KPI - transactions, applications, clicks, website traffic, registrations, downloads of applications, and so on. Marketing can be called performance if it simultaneously meets four main characteristics: Works on generated demand and is focused on sales, while covering all stages of the sales chain Measurable: all work results are transparent and digitalized Efficient: strives for maximum efficiency in attracting and retaining clients.




Therefore, it uses deep marketing analysis and end-to-end analytics. In simple terms, performance marketing is an approach that aims to ensure that investments in marketing bring measurable results in sales. Performance marketing is an approach that aims to ensure that investments in marketing produce measurable sales results. Performance vs. other types of marketing Performance marketing emerged and developed as the opposite of the previous popular approach - brand marketing. Brand marketing, or image marketing, brought in leads over the long term due to the company's strong reputation, but it was not suitable for everyone: it was too expensive, did not provide an opportunity to quickly influence the result, and the contribution of image campaigns to sales was difficult to measure.