Most of us have encountered perusing a magazine and skipping most advertisements except the ones, which catch our eyes, or our specific attention. Some do read almost every advertisement but most don’t. This is what happens traditionally to most companies who do promotions. They pay for the general audience. Still if most of their target market doesn’t notice them, is it still worth it to pursue?
Then comes pay for performance marketing. Rather than pay for the whole cadre, unguaranteed results most of the time, they may opt to see which performs and pay for only that.
- A variable involved
With performance based marketing there is a variable involved. The client pays for what is achieved not on the potential of what it is desired to be achieved.
It can also measure through webpage views, how many clicks involved or results of the clicks if it generates leads or enquiries or if it resulted to a sale.
- You get what you pay for
So the guarantee basically is you get what you pay for. Simply put, if it provides results clients pay. If not, chances are they won’t. So is the risk more on the digital marketer’s shoulders and all if not most advantages on the client?
Essentially what creates of digital marketers with this set up is business ownership. Since if they build growth for the client and growth resulted, the marketers not only get a pay but also gets a share. The clients often finds it appealing since it is almost risk free and in most cases no upfront fees are involved except for the activities that really needed to be paid in advance [pay per clicks etc.].
Let’s take a look on the pros and cons then.
The main client advantages are as follows:
- Pay only for the performance measured
- Minimum risks involved as they only pay for the agreed measurement of results
- Upfront spending is considerably lessened to little or no payment at all
- The digital marketer will most likely involve the best and the fastest approach as they are now part of the growth or profit sharing
- With little admin involvement, the client can now focus more on its own business and anticipate the best results in the marketing activities
The main digital marketer’s advantages are as follows:
- Attractive possibility of greatest returns of income given measured results
- Given a good run of results, a greater monthly streams of revenue to cover for the initial work hours that were “unpaid”
- The marketer will most likely be highly motivated as compensation is higher; more so if there is a performance bonus tied up to the contract or even better profit sharing scheme
- The marketer will use the fastest route to gain the most results. The sooner the better
- Untested but high potential for performance activities may be considered. Marketers will be mavericks to get the most results
- Win win
It is believed that the performance to pay method is a win win for both client and digital marketers. Though some mention a different way of doing contracts from now and may be more detailed and complicated given the various measurements involved. Or that the client may end up paying more if the partnership is that successful. Conversely, if the client’s business dives so does the marketers hopeful returns go with it.
Still, if both parties are in consonance in their objectives that growth at the most reasonable time possible is what they are both after, fears ensuing from pay per performance marketing may be laid down objectively and stipulations be enumerated so as to guarantee the least risks for both and a lasting relationship of business goals met be agreed on by client and marketer.