Exciting year ahead for performance marketing

6 May 2010

The IAB’s online ad spend report for 2009 was clearly promising news for the affiliate sector, which was up 38.2% to £72.6m (nma 1 April 2010). But already, four months into 2010, this year is proving to be even more exciting than last.

With efficiency still a major focus, every pound must work harder in every campaign, meaning performance marketing isn’t only an attractive option, it’s now an essential part of a marketer’s toolkit. These qualities are making many marketers sit up and pay attention, a theme evident in our recent survey carried out at the Technology for Marketing & Advertising tradeshow.

This revealed that a more positive outlook is forecast for the online marketing sector as a whole, with over half of respondents (59%) saying 2010 would bring more performance-based marketing. Indeed, 34% said there would be a greater emphasis on measurement and ROI and 25% thought there’d be an increased focus on targeted campaigns rather than mass-marketing techniques.

For all its audiences, whether it’s those planning, purchasing or on the receiving end of affiliate campaigns, performance marketing is more transparent and easier to use than ever before. The figures speak for themselves. And as many marketers fine-tune their online initiatives, we expect to see affiliate marketing go from strength to strength in 2010.

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