Performance-Based Marketing

Tracking of advertisements and their results, in it’s most basic forms, dates back to the beginning of advertising itself, to about 3000 B.C. This ancient ad depicts, on a Babylonian clay tablet, the inscriptions of an ointment dealer, a scribe, and a shoemaker. Since then outdoor advertising has proved to be one of the most enduring forms of advertising.

Today, with the understanding of the consumer’s psychological behavior, buying patterns, the most high tech monitoring devices, customer feedback forms, surveys and studies, we literally have an arsenal of marketing ammunition at our disposal. Even with all of this, and the ease to get this information through the internet and other readily available sources, marketers and business people alike are unsure where and how to advertise their business. And when they do advertise, they usually cannot tell you with any accuracy the results they received.

Advertising in it’s simplest definition is “getting your advertising message in front of people that would not normally see it.” While we know this is true, we also know we want to get that message in front of as many people as we can for the dollars spent. Good marketing people also know that they want their advertising message to reach that group of people most likely to purchase their product or service (Target Marketing).

So before you even begin to plan your advertising campaign you have to ask yourself these questions:

What are you trying to accomplish with this advertising?
Who is your “Target Audience”?
What makes them buy?
How to track your advertising results?

With the answers to these you can start planning what psychological triggers to use in your ad, what “Call to action”, where to place it, and what media is best to use for this advertising campaign.

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