What is Performance Marketing?
These days, performance marketing is the golden child of marketing, not only for small businesses, but for large brands too. As digital media has greatly expanded, the industry has branched out and become more sophisticated; no longer is it limited to the familiar, highly effective “yell-and-sell” commercials of the ‘80s and ‘90s. Rapidly advancing technology has made it imperative that companies become more agile, adaptive and innovative than ever with their marketing efforts. Even massive corporations like Proctor & Gamble are shifting their ad spend significantly toward the performance marketing medium. An industry measuring company, DRMetrix, recently cited that that nearly 50% of the revenue from cable came from performance marketing media.
Direct response marketing usually includes calls to action to promote sales, from phone numbers to email addresses, URLs and promo codes. In the past, these ads were not created for branding at all but rather strictly to get results now—sell, sell, sell. Today, building the brand is an important ancillary goal to closing the sale in the performance marketing world. Establishing and executing an engaging creative concept is as crucial as providing a compelling offer. Direct response ads are the most efficient and affordable type of advertising for any business, because they promote deals that viewers remember.
BrandStar helped its client MyPhoto achieve a great deal of success in recent direct response campaigns. After a full rebranding effort, we produced all-new creative for a series of commercials that showcased the fast, easy way customers could receive their high-quality MyPhoto products. Thanks in long part to the DRTV campaign 2018, annual sales jumped 600%, with 2019 sales on track to multiply yet another 600%!