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Performance marketing is all about driving measurable results like clicks, sign ups, or sales. If a brandside job is highlighting it, they want someone who knows how to create content that performs, not just looks good.
Chief
“Data driven” shudder
Even worse....pretend data
Digital advertising, specifically search, social and programmatic. It could also cover website optimization and email depending on the context
It’s called performance because you track how it does through digital metrics and then do more of what’s successful and less of what is not. Usually not highly creative or exceptionally interesting though
For a creative it means you understand the KPI’s attached to doing work for digital platforms and you are able to build campaigns around those insights. Usually during interviews for those jobs they will want you to talk about how your campaigns performed, ROI, clicks, abandoned carts, retargeting strategy, AB testing… that kind of stuff. Half the time creatives who are not in-house NEVER get to see these metrics, so you just have to make it sound believable.
Wow lots of super jaded responses here…but I guess that’s the fishbowl MO 🤪
Performance Marketing is lower funnel creative meant to drive conversion. That means you’ll be given a brief and expected to execute exactly against it. It’s super high volume and insanely tight turnaround times. The strategy is already baked—very little creative freedom.
It’s because it’s barely a step above “Call now, it’s only $19.99”
It’s mean you will have to make these most templatized shitty digital work of your life because it “performs better” and then be ready to have multiple A and B variations sometimes C of the incredibly bland and generic placement you worked on. Just so you’ll be able to convince the client that people like the ad more when the product is clearly visible or some other really obvious thing. Really fun stuff 😃
It’s like doing pay per click or pay per sale on a Coca-Cola ad.
Engagement. Things that lead to “high value actions” and can be computed for ROI (sales, revenue, $$$- both efficient cost + profit)
A/B tested creative.
Thanks everyone. Well this sounds awful so I will pass on this opportunity. Unless desperation sets in.