Definition:
Results marketing, also known as objective marketing or performance marketing, is a type of advertising in which you pay only based on the actual performance of the ads published. Cookies or universal and conversion pixels are some of the tools used by marketing experts to monitor user actions.
Objectives of performance marketing
The objectives that define a results marketing advertising campaign must be quantifiable and can be:
- The registration of new users.
- Increase qualified traffic to a website.
- Increase sales.
- Get subscriptions to newsletters.
Advantages of performance marketing
Small and medium-sized businesses that don’t have large advertising budgets rely on marketing performance for the following reasons:
- Measuring the return on investment (ROI) in actions is easier by considering only the results from the defined objectives.
- Allows you to better control investment by focusing on the most profitable channels
- Real-time measurement enables constant optimization of the company’s actions to assess what works best.
- It can be developed in a wide variety of channels, such as email marketing, display or social ads.
Frequently asked questions about Results Marketing
What does Results Marketing mean in digital marketing?
Results Marketing refers to the concept described in this glossary entry: Definition: Results marketing, also known as objective marketing or performance marketing, is a type of advertising in which you pay only based on the actual performance of the ads published. Cookies or universal and conversion pixels are some of the tools used by marketing experts to monitor user actions. It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Results Marketing?
Teams should review Results Marketing when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Results Marketing used in a digital strategy?
Results Marketing is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Results Marketing?
A common mistake is using Results Marketing too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.