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Performance Marketing Comes of Age - Gartner

Performance Marketing Comes of Age - Gartner | The MarTech Digest | Scoop.it
From blogs.gartner.com - August 22, 2014 8:26 AM

Digest...


What exactly is performance marketing? Two things set it apart from other marketing disciplines: (1) a pay-per-click orientation that offsets the front-end risk associated with traditional marketing investments; and (2), a closed-loop system that enables continuous measurement and optimization of these investments over time.

 

While I recognize that this traditional definition isn’t perfectly parallel to all manner of marketing and media, performance marketing is really about removing risk from marketing by shining light in the dark corners and turning marketing into a performance-driven science, rather than an intuition-driven art.

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Marteq's insight:

Interesting proposition: if technology allows for accurate attribution (hard as that may be), should compensation be partially based on performance, i.e., tying marketing compensation directly to ROI? If so, then you'd have to expect service providers to follow the same model.

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Predictions For 2014: Technology Monitoring - Forrester | #TheMarketingTechAlert

Predictions For 2014: Technology Monitoring - Forrester | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
From blogs.forrester.com - February 10, 2014 5:20 AM

Advanced/ Digest...


Technology fuels business and this means that monitoring has to be a strategic business concern. So to avoid your company being the next computer glitch headline you should:

-- >  Make sure that your monitoring solutions cover mobile and web fueled business services.

-- >  Ensure that your monitoring approach includes end user experience monitoring. 

-- >  Realize that monitoring is not only for live/production environments. Development, test and pre-production environments are becoming more fluid and you should be utilizing monitoring solutions earlier in the application development lifecycle. This will help with identifying configuration issues before they hit a live environment and more importantly, before they are experienced and in some cases exploited by your revenue generating customers. 

 

[2014 Prediction…]

-- >  Monitoring solutions will begin to be sold to non-IT teams. The business priority of developing business technology, systems and processes to win, serve, and retain customers will mean that technology monitoring solutions will be appealing to marketing and eBusiness professionals during 2014. We expect solution vendors to start marketing and engaging with these roles.

 

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Marteq's insight:

And this makes all the sense in the world. Think about it for a second: IT has a variety of performance monitoring systems in place with alarms. Shouldn't marketing have the same, especially considering the diverse application environment that marketers deploy? And I'm not referring to uptime: I'm specifically referring to the performance of the programs run by the applications!

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