Consider this. When the mobile phone signals are weak in an office, residential complex or a hotel what do you do ensure that the signal reaches your phone? Yes, we install boosters to make the signal stronger thereby ensuring that our communication gets through. Performance marketing is a similar booster in Digital marketing which ensures better reception / results. As a businessman you are more than aware that without superb marketing your business is not getting anywhere soon. ‘Performance marketing’ is also about ensuring that you pay for the results that you want. It could be a click on your Ad; capturing the data of a prospective customer; conversion of a click on the ad into sales and so on. (You are the best judge of what works for your business – so aim for that result) However, to be effective in this game it is important to keep track of what works for you and what doesn’t. It is not about saving money; it is about putting it to effective use so that finally sales are generated While the ads can be of various kinds (from Search engine to Social Media ads), the beauty of digital marketing is that you can target your ad in a way that it is shown to the kind of people that you want. Therefore, creating a profile of your customer is critical in digital marketing. This profile forms the basis for the system / algorithm to target the person who matches that profile. Technology enables you to track the person who clicked on your ad and continue to motivate him into closing the sale. Some businesses find it more effective to capture the contact details of a potential customer or what may be referred to as ‘capturing leads’ (sounds fancier doesn’t it?) and then continue to be in touch with them online or offline until the sale is closed. For example, most people will not buy a car or a house online, they have to be contacted offline and then counselled or convinced (so you need to choose what works best for you)
