As the digital marketing ecosystem continues to grow, it’s important to understand the different approaches to get maximum impact for your marketing efforts. Two popular approaches that are in high demand today are performance marketing and digital marketing.
Performance marketing is a data-driven approach that focuses on driving specific valuable business actions, such as lead generation or sales. Performance Marketers use various targeting methods and paid acquisition platforms to reach the right audience at the right time, and campaigns are tracked and measured to ensure maximum return on investment or ROAS (Return on Ad Spend).
Digital marketing, on the other hand, has a broader focus on creating brand awareness and engagement (and might still focus on customer acquisition). While it also is data-driven to some extent, digital marketing may use broader targeting methods to reach a wider audience and build brand awareness.
Digital marketing Campaigns may have objectives such as increasing engagement, driving traffic to a website, or increasing social media followers.
So, Let’s take a closer look at the main differences between performance marketing and digital marketing.
1. Focus on ROI
Performance marketing is all about numbers. The goal is to drive conversions and increase revenue. Every campaign is tracked and measured to ensure maximum return on investment. Advertisers use data-driven insights to optimize campaigns and make informed decisions.
Digital marketing, while still concerned with ROI, has a broader focus on building brand awareness and engagement. While metrics such as website traffic and social media engagement are still important, they are not the sole focus.
Performance marketing heavily relies on data-driven targeting to reach the relevant audience at the right time on the right platform. Performance marketers use various targeting types such as demographics, location, and interests to ensure their marketing communication or ads are seen by the specific audience.
While Digital marketing also uses a data-driven targeting approach to some extent, but may also rely on broader targeting methods to reach a wider audience and build brand awareness.
For example, a digital marketing campaign aimed at building brand awareness for McDonald’s may target a broader audience of all ages, all cities, and broad interests.
3. Payment or Media Buying Model
In performance marketing, advertisers pay for specific actions such as clicks, leads, or sales. This payment model is known as pay-per-action or cost-per-action (CPA). Advertisers only pay when a specific action is taken, which ensures maximum return on investment.
In digital marketing, advertisers may pay per impression (CPM) or per click (CPC), depending on the campaign’s goals. For example, a digital marketing campaign aimed at building brand awareness may use a CPM payment model.
4. Campaign Objectives
Performance marketing campaigns are generally focused on specific actions such as sales (customer acquisition) or lead generation (getting contact details of prospective customers). The success of the campaign is determined by the number of pre-determined actions taken. Performance marketers use data-driven insights to optimize campaigns and achieve maximum ROI.
Digital marketing campaigns could have broader objectives such as building brand awareness, increasing engagement, or driving traffic to a website. While metrics such as website traffic and social media engagement are still important, they might not the sole focus of digital marketing efforts.
Performance marketing campaigns are often time-sensitive and have a specific end goal in mind. They are launched with a specific objective, and once that objective is met, the campaign ends. Advertisers use data-driven insights to optimize campaigns and achieve maximum return on investment.
Digital marketing campaigns, while still time-sensitive, may be ongoing to build long-term brand awareness and engagement. For example, a digital marketing campaign aimed at building brand awareness may run for an extended period of time to achieve maximum exposure.
Which Approach Should You Choose?
There is no right or wrong answer to this. It completely depends on your specific digital marketing goals. If you’re looking to drive conversions and increase revenue, performance marketing may be the way to go.
However, if you’re looking to build brand awareness and engagement, digital marketing may be a better fit.
It’s also important to note that while the approaches may differ, both performance marketing and digital marketing rely on data-driven insights to make informed decisions. Learning both can be beneficial in creating a well-rounded marketing strategy.
In conclusion, performance marketing and digital marketing may have different approaches, but both are crucial in today’s digital landscape. Understanding the differences and deciding which approach to take depends on your specific marketing goals.