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Marketing in IT

Transitioning from Traditional to Performance marketing

The technology world is moving so quickly today that each change accelerates the next one. Constant advancements have enabled modern marketeers to deliver highly preforming marketing campaigns.

Let us compare things with the old, traditional marketing strategies. In the old approach of placing billboards by the road, marketeers were unable to measure how many people pass by the billboards. In addition, it was not possible to measure or calculate the quantity and quality of leads that each billboard had brought to the company.

If a company has 50 billboards placed around a city, it is impossible to know which of them generates the most results. It is hard to know if the visuals are appealing to the target audience, or if the right audience is being targeted by placing those billboards in a particular location.

With today’s digital analytics tools, however, it is possible to track and measure with high accuracy how many users were exposed to a particular advert, as well as how many clicked on it, visited the website and were converted to leads. 

Although this is not new, what is new is how the advancing technology is leveraged to drive results. At Consalta, we use performance marketing tools and techniques to bring a product/service to its target audience. We do this by aligning sales, marketing, and communications, while leveraging technology to build a pattern that informs, educates and creates a lead.

The agility of execution of a marketing campaign marks the difference between performance marketing and other digital advertising activities.

Improvements in digital channels, analytics and data science make it not only possible but also necessary for marketeers to continuously measure the success of campaigns and be accountable for delivering value across channels.

Why measure continuously? Because when something is measured, it can be improved. By knowing how a campaign is performing, one knows what needs to be added or removed, and who should, or should not be targeted.

Operating a performance marketing campaign requires close monitoring of investments, setting standards to identify those not generating enough value, and creating a culture of accountability in which underperforming investments are revised or cancelled. Such financial thoroughness is what helps performance marketing fulfil its role as a lead generator and growth driver, while also building credibility, unlocking additional investment, and demonstrating value.

Want to learn more about the benefits of the transition to performance marketing? Download our whitepaper.

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