“Performance Marketing 101” with adbrix – Part 1

By |2018-10-22T21:44:34+00:00September 19th, 2018|Uncategorized, Working WITH adbrix|

Performance marketing, the first story.

‘Performance marketing’, which defines all marketing activities in quantifiable metrics and plan, execute, analyze, and optimize based upon the metrics is in the air. Let’s take a look at the courses of how to proceed performance marketing, by the Plan-Do-Check-Action (PDCA) cycle, which is the basic concept of the marketing cycle.

>> “Performance Marketing 101” with adbrix – Part 1 (Current Page)
>> “Performance Marketing 101” with adbrix – Part 2 (Go to Page)

The rise of performance marketing

The volume of online shopping transactions keeps increasing. In addition, online users’ mainstream devices are moving from desktop to mobile devices.

Volume of Online Shopping

Source: Statistics Korea

The criteria for personal identification for advertising is changing from cookies in web era to advertising IDs in mobile era. What’s more, by combination of mobile ad identifier information and cookie with account information, user-level tracking becomes possible.

You are now able to check the performance of almost all marketing activities in numbers at the user level.

Performance marketing – the essence of online marketing

By the trend, “performance marketing”, which defines all marketing activities in quantifiable metrics and plan, execute, analyze, and optimize based upon the metrics, is in the air. This is possible because the process of performance marketing, exposure and reaction or user to an ad and contents, happens mostly on a digital device.

Let’s take a look at the courses of how to proceed performance marketing, by the Plan-Do-Check-Action (PDCA) cycle which is the basic concept of the marketing cycle.

Plan – Thorough planning for meaningful result

It is easy to mistake performance marketing for not being thorough or detailed when planning, as performance marketing is often known as continuous work that gradually improves marketing performance based on the results of repeated experiments. However, only thoroughly planned marketing activities can produce meaningful data for performance improvement. Planning is also very important in performance marketing.

The marketing target is determined by product’s market position and who the main users are. By analyzing the trends of the product’s category, the competitors, and the performance of competitors, you can derive key achievement indicators, or KPIs, to achieve. Once the targets and KPIs are defined, you are now ready to set up appropriate marketing strategies and media planning.

The power of performance marketing is exercised only on basis of thorough planning.

The power of performance marketing is exercised only on basis of thorough planning.

Various statistical and intelligence services are useful for analyzing competitors and market trends. We recommend Mobile Index for market and trend information for mobile gaming. Mobile Index provides information on app and genre, publisher ranking and estimated grossing value.

In media planning, media’s current performance and volume information are critical. You can ask the media directly for similar cases, or you can join media reps who are experienced in media operations. adbrix will release performance index data for various media in adbrix to help clients plan their media.

Do – Let all activities be trackable and measurable.

It’s time to move on to execute the marketing action plan. Before moving to action, you should check that the results and indicators you want to achieve are all trackable and measurable.

Integrate with a 3rd party tracking and/or analytics tool

First, adopt tracking and analytics solutions to measure marketing performance and analyze its result . The third party attribution / analytics solution is specialized in doing this and works with many media partners to make performance measurement and result analysis faster and more precise. You can develop your own BI on your own, but not everyone is working in an environment to create your own BI. Moreover, data usage is very limited because it is difficult to utilize as many data points and analysis indicators as third-party tracking & analytics solutions. As an alternative, you can use a solution provided directly by media partners. However, it is often the case that only the performance of that media partner can be tracked, so it is usually difficult to conduct a fair analysis of all marketing channels. Therefore, we strongly recommend adopting 3rd party tracking & analytics solution for proper performance marketing. Once integrated, it is not easy to change to a new solution on the way, so we recommend that you carefully review the pricing, usability, and support level during the initial selection process.

Screen of adbrix's attribution modeling feature.

Screen of adbrix’s attribution modeling feature. adbrix allows you to customize the priorities of ad attribution methods and manually adjust lookback windows.

Track all traffic sources

Second, use a link that tracks user behavior for all online activities- a tracking link. The names vary from solution to solution, but is commonly referred to as tracking links, tracking URLs, and placement URLs. We encourage you to use tracking links at all possible points of traffic sources, not only paid ads including DA but also  native ads, influencer marketing posts, press releases, and your own social media posts.

To accurately measure performance attribution, tracking links must be set up for each and every traffic source.

Tracking links allow you to track which marketing channels users are coming from, and what actions they took after they visited. It is impossible to know where your loyal customers are from, until you  actually execute marketing campaigns and track the results. So let’s not miss any funnels.

For fast and easy tracking of traffic

epending on whether your service is on web or app, iOS or Android, the tracking solution as well as the tracking URL may be dispersed and difficult to manage. You may love the services that redirect users to respective URLs according to the user’s device, in addition to the URL shortening services.  However, you may also admit that it’s increasing the number of services for you to manage. adbrix offers tracking and analytics for iOS and Android apps as well as cross platform including web. Plus, it’s easy to manage campaigns with All-link feature that tracks all platforms with just a single tracking link.

>> “Performance Marketing 101” with adbrix – Part 1 (Current Page)
>> “Performance Marketing 101” with adbrix – Part 2 (Go to Page)

This post is also available in: ko한국어

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