Niamh Butler-Walton INside Performance Marketing Thu, 29 Sep 2022 14:55:41 +0000 en-US hourly 1 https://wordpress.org/?v=6.1.4 A Deep Dive into Scaling Influencer Relationships https://performancein.com/news/2022/09/29/a-deep-dive-into-scaling-influencer-relationships/?utm_source=rss&utm_medium=rss&utm_campaign=a-deep-dive-into-scaling-influencer-relationships Thu, 29 Sep 2022 14:52:01 +0000 https://performancein.com/?p=68964 A decade ago, you would have been surprised to find out the hold influencers and creators would have in marketing today. We’re bearing witness to influencers and creators cropping up in areas we wouldn’t have expected when the industry began gaining momentum. To support this, more and more platforms are introducing proprietary affiliate programmes, with [...]

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A decade ago, you would have been surprised to find out the hold influencers and creators would have in marketing today. We’re bearing witness to influencers and creators cropping up in areas we wouldn’t have expected when the industry began gaining momentum.

To support this, more and more platforms are introducing proprietary affiliate programmes, with aims to ensure they are a progressive and encouraging place for creators and influencers.

Here’s a deep dive into a few of those…do you think they’re doing enough to support the future of influencer marketing?

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Will You Be Planting Your Seed in the Meta Forest? https://performancein.com/news/2022/09/28/will-you-be-planting-your-seed-in-the-meta-forest/?utm_source=rss&utm_medium=rss&utm_campaign=will-you-be-planting-your-seed-in-the-meta-forest Wed, 28 Sep 2022 09:24:59 +0000 https://performancein.com/?p=68953 It’s funny to think that the development of technology, something that is often seen as detrimental to the natural world, can be something that turns out to be the answer to problems otherwise too difficult to solve. It would be great if we all had the time to travel the globe and lend a helping [...]

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It’s funny to think that the development of technology, something that is often seen as detrimental to the natural world, can be something that turns out to be the answer to problems otherwise too difficult to solve.

It would be great if we all had the time to travel the globe and lend a helping hand to the areas that need it. Well, thanks to today’s technology, it is now possible to plant trees without even lifting a finger – or green thumb. A multitude of technology companies, websites, search engines, and even brands are promising to plant trees in return for a user’s action.

These companies aren’t beating around the bush…

One company already rooted in this space is Ecosia, the search engine that plants trees when users use it to surf the web. The basic model is simple: users search, search ads generate income for Ecosia, which is then used to plant trees.

Ecosia publishes monthly financial reports and tree planting receipts, meaning users can ‘hold [the company] accountable’.

But wouldn’t it be great if you could see actual proof of the trees your efforts have planted? When trying to find the answer, this Twitter thread popped up:

“Tangible useful blockchain implementation”. We’re opening up a whole can of worms here, but the fact that a partnership could be formed that would allow sites promising to plant trees, as we often see, being able to prove this, would certainly be exciting, and a way to avoid greenwashing.

There are multiple platforms being designed to provide this. An example is veritree, a data-driven, restorative platform that connects its partners with nature-based solutions.

This type of partnership allows brands to see real, tangible impact. The technology enables the monitoring, managing, and verification, as well as tracking of the regenerative impacts of restoration projects that are ongoing in partnership with planting organisations across the globe.

Samsung Electronics US launched a project earlier this year. With a goal to plant two million trees in Madagascar by the end of the first quarter of 2022, the company partnered with veritree to manage the tree-planting initiative by harnessing blockchain technology to verify and track every step of the reforestation process.

Another example of this partner type is Ecologi. This model is also based around the idea that users are provided with access to evidence of how money is being used for positive change.

Revlifter’s Simon Bird spoke on this idea earlier this year, at Rakuten Advertising Dealmaker. It seems publishers are going to soon be offering the planting of trees as an offer type. Revlifer will be experimenting with offering:

  • Trees only – e.g if you spend over £100 they’ll plant five trees
  • Trees + discounts – e.g. if you spent over £100 they’ll plant two trees and you get 5% off

Retailers will be asked to buy trees upfront – “tree credits” – and then draw down from these. Consumers get an email with a link to their “metaforest” which is shown as part of a retailer’s larger “metaforest”.

Bravo Savings Network offers something similar with its ““You Buy, We Plant” initiative. The company has partnered with eco-driven brands, pledging to plant a tree every time you use one a deal or discount code.

Don’t bark up the wrong tree

The use of green initiatives could progress to effectively tackle greenwashing. In simple terms, greenwashing is when a brand or company spends more time and money marketing themselves as sustainable and environmentally friendly than they do actually minimising their impact on the planet.

We’ve seen brands like Boohoo, Asos, and Asda subjected to scrutiny over the disputable nature of their sustainability campaigns, and that’s just in the fashion vertical. We’re looking forward to seeing which brands utilise the incentives mentioned above in an effort to provide evidence of their eco-friendly efforts.

Consumers are becoming increasingly aware of who they spend their money with, so the idea that brands can now prove that they are doing good, or at least trying to, is a game changer.

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Movers and Shakers: September 2022 https://performancein.com/news/2022/09/27/movers-and-shakers-september-2022/?utm_source=rss&utm_medium=rss&utm_campaign=movers-and-shakers-september-2022 Tue, 27 Sep 2022 10:31:33 +0000 https://performancein.com/?p=68945 It’s back to school season, and new job season too, it seems! We have some hugely exciting announcements for September’s Movers and Shakers…

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It’s back to school season, and new job season too, it seems! We have some hugely exciting announcements for September’s Movers and Shakers…

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New Survey Will Shed Light on the State of the UK Affiliate and Partner Marketing Industries in 2022 https://performancein.com/news/2022/09/22/new-survey-will-shed-light-on-the-state-of-the-uk-affiliate-and-partner-marketing-industries-in-2022/?utm_source=rss&utm_medium=rss&utm_campaign=new-survey-will-shed-light-on-the-state-of-the-uk-affiliate-and-partner-marketing-industries-in-2022 Thu, 22 Sep 2022 08:36:29 +0000 https://performancein.com/?p=68902 A new affiliate and partner marketing study aims to shed light on the state of the UK industry in 2022. Organised by major networks and SaaS providers, the survey seeks to understand how advertisers and agencies feel about the affiliate and partner channels amidst the current cost of living crisis. The survey is being launched [...]

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A new affiliate and partner marketing study aims to shed light on the state of the UK industry in 2022.

Organised by major networks and SaaS providers, the survey seeks to understand how advertisers and agencies feel about the affiliate and partner channels amidst the current cost of living crisis.

The survey is being launched a few months after the latest IAB numbers showed the UK industry grew by almost 40% in the past two years, bucking the trend of other marketing channels which witnessed a slump in spend during the pandemic before bouncing back in 2021.

Given the affiliate channel is synonymous with empowering consumers to make better and more informed purchasing decisions, the survey also includes a question asking whether the current squeeze in disposable spending will have a positive or negative impact on advertiser and agency engagement with publishers.

Over the past few years technology partners, influencers and mass media publishers have increasingly ramped up their affiliate activity and the survey also seeks to identify which affiliate and partner models advertisers are most interested in investing in.

Taking around ten minutes to complete, the survey will run until the end of the month with the key takeaways being presented at PI LIVE London in October. The full survey results will also be published on PerformanceIN.

If you’re an advertiser or an agency, click here to complete the survey. You have until the 30th September to have your say.

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Global Performance Marketing Awards 2022 Shortlist Announced https://performancein.com/news/2022/09/21/global-performance-marketing-awards-2022-shortlist-announced/?utm_source=rss&utm_medium=rss&utm_campaign=global-performance-marketing-awards-2022-shortlist-announced Wed, 21 Sep 2022 11:08:50 +0000 https://performancein.com/?p=68882 A huge congratulations to all those that have made it to the shortlist for the Global Performance Marketing Awards. This year’s selection demonstrates sublime efforts in the channel; we can’t wait to see who is crowned…

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After plenty of extensive debate and discussion, we are delighted to announce the shortlist for the Global Performance Marketing Awards 2022.

This year, shortlisted entrants demonstrated true innovation, razor-sharp focus on aligning efforts to both enterprise and SMEs needs, and the increasing forging of unique and unexpected partnerships.

Judges were once again thrilled to see the focus being placed on ensuring success in the many moving parts of a campaign, once again reiterating the importance of the human touch.

Who is in the running for an award?

This years’ honourees include familiar faces such as Awin, Rakuten Advertising, Partnerize and impact.com, as well as some you may not be as familiar with, but will definitely be hearing from more, including Lodestar Marketing, Making Science, and Indoleads.com, after their innovative entries secured them a spot on the shortlist.

Check out the full shortlist – who do you think will secure a space in the GPMA hall of fame?

“Judging the 2022 GPMAs has been such a fantastic opportunity – it’s so encouraging to witness all of the excellent work that is being done in the affiliate and partnerships space and witness so many brilliant submissions first hand…”

Elisa Charbonnel, Director, Paid Media, The Walt Disney Company

One to Watch award and Industry Voting

The One to Watch award selection process is currently underway, with the dragons quizzing the candidates. Their decisions will be combined with the industry votes, which you can cast now, to determine this years’ winner.

As an industry member, you can also cast your vote for the Best Affiliate Network. Voting for these two categories is live from today for one week until next Wednesday, 28th September at 5pm GMT. Please note there is a one vote per company rule, and personal email addresses are not accepted.

“With nine new categories this year, the GPMAs cover the breadth of performance marketing from content commerce and programmatic ad-buying to loyalty partnerships. We also split the Best Agency award, ensuring agencies focusing on Performance Media are differentiated from their Partner Marketing counterparts. Once again, the judging day facilitated healthy debate, and we look forward to announcing the winners the night before PI LIVE London on October 17 ”

Matthew Wood, Founder, PerformanceIN

The best tables are selling fast, so head to the site to secure your seat, or speak to Drew Cameron for more information.

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Last Chance for Brands to Secure a Free Pass to PI LIVE London 2022 https://performancein.com/news/2022/09/20/last-chance-for-brands-to-secure-a-free-pass-to-pi-live-london-2022/?utm_source=rss&utm_medium=rss&utm_campaign=last-chance-for-brands-to-secure-a-free-pass-to-pi-live-london-2022 Tue, 20 Sep 2022 09:56:30 +0000 https://performancein.com/?p=68866 Brands, act fast. There are only 30 free passes to PI LIVE London 2022 remaining. This is your last chance to join brands like Amazon, Gymshark, and British Airways as they come together to learn from the best minds in the partnership marketing ecosystem, in turn enabling them to optimise their strategies accordingly. The partnerships [...]

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Brands, act fast. There are only 30 free passes to PI LIVE London 2022 remaining.

This is your last chance to join brands like Amazon, Gymshark, and British Airways as they come together to learn from the best minds in the partnership marketing ecosystem, in turn enabling them to optimise their strategies accordingly.

The partnerships industry goes beyond traditional affiliate marketing; where does the opportunity lie, and what should you focus on in the year ahead?

You don’t want to miss this

After a tumultuous few years, there’s a lot to catch up on. The leading brands that will be present at Old Billingsgate will give you key insight into successful initiatives and growth strategies, enabling you to set in stone your business-critical strategy going forward.

Make sure you join the above brands if you want to exchange views, compare notes and benchmark your operations.

From how to succeed in brand-to-brand partnerships to the partnership marketing strategies you need for 2023, there’s a wealth of lectures from industry leaders to help your brand become the best it can be.

There are also brand new networking areas exclusive to 2022’s show that will give you the opportunity to expand your network of industry contacts.

All ticket prices will increase on Friday, so if you want to join us on 18th-19th October, act quickly and secure yours now.

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Revealed: The First Ever Winners of the US Partnership Awards https://performancein.com/news/2022/09/08/revealed-the-first-ever-winners-of-the-us-partnership-awards/?utm_source=rss&utm_medium=rss&utm_campaign=revealed-the-first-ever-winners-of-the-us-partnership-awards Thu, 08 Sep 2022 13:09:57 +0000 https://performancein.com/?p=68801 The US Partnership Awards were established with three core disciplines in mind: affiliate and partner marketing, influencer partnerships, performance marketing and performance-based partnerships. Last night, the winners of the inaugural awards were announced, and Sony Hall, New York was full of partnership professionals celebrating their success. The powerhouse judging panel of industry leaders selected a [...]

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The US Partnership Awards were established with three core disciplines in mind: affiliate and partner marketing, influencer partnerships, performance marketing and performance-based partnerships.

Last night, the winners of the inaugural awards were announced, and Sony Hall, New York was full of partnership professionals celebrating their success.

The powerhouse judging panel of industry leaders selected a roster of winners who have succeeded in navigating paths forward through a year which has continuously thrown challenges at them, with energy prices rising and the continued fallout effects of the pandemic.

Who secured an award? 

impact.com secured the gold trophy in three categories – Best Data Innovation, Shiny & New – Most Innovative Technology, and The Hookup – Best Tech for Customer Experience. Both the impact.com platform, as well as its advancement, were commended, along with the teams’ ability to support native affiliate programmes, and content creator campaigns.

Taking home the Diversity, Equity and Inclusion Industry Champion award was nate, with its first annual ‘nate True Colors campaign’ to celebrate Pride month. Judges were delighted with the fact that every aspect of the campaign was intentional, and the great care and meticulous planning shown made the messaging that much more attention-grabbing across the board.

MAC, Afterpay, and Rakuten Advertising were awarded the trophy for Best Performance-Based Partnership, for their campaign, which demonstrated well-thought-out opportunities, set goals, and aggressive but doable target metrics.

Finally, taking home the first ever trophy in the USPA One to Watch category is ‘superstar-in-the-making’ Isabella Muggeo, Associate Account Manager at gen.video. The One to Watch judges were especially impressed by her fresh perspective and outside-the-box thinking, awarding her the accolate based on her being a no-fear self-starter.

Check out the full list of winners, and find out more as to why the judges selected them in the Book of the Night.

Save the date for 2023

If you want to showcase your company’s efforts and secure a USPA for yourself, you’ll be pleased to hear that the awards will be returning in 2023.

Taking place in Miami on April 3rd, amidst the excitement of PI LIVE Miami 2023, the US Partnership Awards will take place at the Hyatt Regency.

Downloading the Book of the Night will guide you towards understanding what the future USPA judging panel will be looking for when scoring next year’s entries. It’s not too early to start clearing a space on your shelf for your very own US Partnership Marketing Award!

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Recession, Resilience, and Marketing Data – What is Shaping the CMOs Roadmap in the Midst of Financial Crisis? https://performancein.com/news/2022/09/06/recession-resilience-and-marketing-data-what-is-shaping-the-cmos-roadmap-in-the-midst-of-financial-crisis/?utm_source=rss&utm_medium=rss&utm_campaign=recession-resilience-and-marketing-data-what-is-shaping-the-cmos-roadmap-in-the-midst-of-financial-crisis Tue, 06 Sep 2022 10:28:21 +0000 https://performancein.com/?p=68767 The combination of a looming recession and the cost of living crisis means the current financial situation is anything but positive. This gloomy financial outlook for consumers makes it increasingly critical for marketers to offer greater value, as well as demonstrating responsibility and sensitivity. However, according to new research, a third of CMOs (33%) are [...]

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The combination of a looming recession and the cost of living crisis means the current financial situation is anything but positive. This gloomy financial outlook for consumers makes it increasingly critical for marketers to offer greater value, as well as demonstrating responsibility and sensitivity.

However, according to new research, a third of CMOs (33%) are more focused on the impact of the rising number of channels and platforms than they are on increasingly complicated consumer behaviour (17%).

Findings from Adverity suggest that related growth in data volumes may be a significant cause behind this imbalance of priorities.

Titled ‘Recession, Resilience, & Marketing Data: What’s shaping the CMO’s roadmap?’, the report surveyed 300 CMOs across the US, UK, and DACH region from small to midsize businesses. It uncovers key challenges for CMOs in the current climate of accelerated change, digitalisation, and uncertainty, and results indicate data handling issues are hindering efficiency.

While 85% of CMOs agree the capacity to make data-driven decisions is a critical competitive advantage, many are struggling to ensure effective data management. This is perhaps explained by the fact that almost seven in ten (67%) feel the volume of marketing data available has become overwhelming, with 99% using 10 or more data sources and 52% using 14 or more.

It’s difficult to remain hopeful when these findings suggest many businesses are at risk of missteps as the global economy declines, with unwieldy data preventing smart pivots, and distracting CMOs from the need to align experiences with shifting consumer needs.

What about budgets?

Although 29% of CMOs are planning to enhance internal capabilities by increasing their data operations budget through 2022, this push towards increased spending doesn’t translate across the board. Nearly as many (27%) say their budget has decreased and the majority (44%) are working with the same spending pot as last year, with those identifying as ‘least resilient’ to ‘black swan’ events in recent years that have been the likely cause of tightening belts.

It’s also interesting to learn that the most common blocker to investment into data tech is lack of knowledge within the business (27%). This is closely followed by the perception that adopting new tech will be too complicated (23%), while only 8% indicate the main barrier to investing in tech is securing budget.

According to Harriet Durnford-Smith, CMO of Adverity, CMOs have become overly bogged down by data challenges and lost sight of their core purpose: meeting the needs of the consumer.

She commented: “How they got here isn’t hard to understand. As channels and platforms have expanded, so has the quantity of incoming data about audience interactions and marketing performance. Failing to implement efficient systems for managing this data, however, means they are now wary of smart tools and battling to bring disordered information into order, when they should be using it to inform efforts that create consistently strong consumer connections.

We don’t know how long this financial instability and uncertainty will last, so it is for the best that CMOs are rapid in their movement to fix any problems surrounding data. Only with a unified supply of accurate insights can they pinpoint the best path to driving relevant, meaningful, and empathetic conversations, which fuel long-term bonds and trust.

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Deep Dive: A Fresh Look at the Funnel https://performancein.com/news/2022/09/05/deep-dive-a-fresh-look-at-the-funnel/?utm_source=rss&utm_medium=rss&utm_campaign=deep-dive-a-fresh-look-at-the-funnel Mon, 05 Sep 2022 08:38:04 +0000 https://performancein.com/?p=68760 Is the marketing funnel becoming obsolete in the modern world?

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Throughout August, the marketing funnel has been a huge topic of conversation on PerformanceIN. We’ve heard from various experts about the funnel, but now it’s time to consolidate all of this information and take a deep, fresh look into the evolved customer journey.

With key insight from Acceleration Partners, Awin, and Vyde, here’s a Fresh Look at the Funnel.

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Movers and Shakers: August 2022 https://performancein.com/news/2022/08/31/movers-and-shakers-august-2022/?utm_source=rss&utm_medium=rss&utm_campaign=movers-and-shakers-august-2022 Wed, 31 Aug 2022 08:24:20 +0000 https://performancein.com/?p=68735 The summer is drawing to a close, and we have some hugely exciting announcements for August’s Movers and Shakers. For this month’s edition, we’re pleased to bring you news from Awin, Acceleration Partners, impact.com, and more…

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In this month’s Movers and Shakers we’re bringing you some hugely exciting announcements from Awin, Acceleration Partners, impact.com and more…

MEMBER EXCLUSIVE

Become a free member for instant access to this article and all other Member Exclusive content on PerformanceIN. Members also receive our weekly newsletter roundup, “Pick ‘N’ Mix”, delivered each Thursday.

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