I've never liked the term "performance marketing".
That dislike is in part due to the context I'd typically hear it in. This was usually as a dismissive term for work from someone more interested in winning a Cannes Lion than providing ROI.
- No one offers "non-performing" marketing service. All marketing is by nature “performance” based.
- Creative, content or storytelling without purpose, targets and measurement is better known as art.
- Strategy exists to help hit targets. Targets do not exists to validate strategy.
- The term is overloaded. Attend any "performance marketing awards" in the UK and you'll be sitting among affiliates, affiliate networks and agencies.
- Brand strength is directly related to the amount that can be changed for a good of service. Therefore brand building influences performance.
- Brand strength also directly assists with conversions. Therefore brand marketing is "performance marketing."
- Advertising and marketing are not the same thing. Therefore advertising isn’t and shouldn’t be a synonym for "performance marketing"
- Building relationships with publishers, large and small, is a vital part of SEO and affiliate success. Relationship building should never be described as performance marketing.