This is a guest blog post by Matt Bateman, managing director of Membrain Data. A digital advertising veteran with over 20 years of experience, Matt has worked the publisher, agency, and network side of the digital industry, with stops at Yahoo!, ACP, and One Digital (now part of the Aegis group). For the last 10 years, Matt has helped build businesses in the performance marketing space, running affiliate network Viva9 and Cohort AUNZ. In 2016, Matt started Membrain Data looking to address a need in performance marketing for more transparency and better decision making around buying and using data.
I had the pleasure of MCing a recent panel called ‘Crafting Your Performance Strategy’ sponsored by TUNE. This gave me a unique vantage point of the conversations that kept coming up among marketers throughout the event. In this blog post, I’ll share those key themes with you, so you can apply them to your own performance marketing strategy, even if you weren’t able to attend this time around.
About the event: Crafting Your Performance Strategy
As a general introduction, the first thing that stood out was the quality and number of people that attended. There were well over 100 performance marketers packed into Beer Deluxe at King Street Wharf (see the photos) and it was great to see so many familiar faces.
The performance marketing industry has seen serious growth over the last 5 years, and has over the last 6 months started to see some challenges, but also some opportunities as clients begin to see it as a viable channel. Hopefully this will be the first of many such events.
The four panelists were:
- Fred Schebesta | Co-Founder, Finder.com
- Andy Kilday | Founder & CEO, The Performance Factory
- Brendan Watmore | Commercial Director, InMobi
- Sam Morton | Marketing Manager of Affiliate & SEM, eBay
4 essential takeaways for marketers
Here are the key themes throughout the conference:
1. Attribution and measurement
All panelists agreed that this was a key focus for the industry. Brendan from InMobi in particular felt that this was a key priority for InMobi, in being able to demonstrate to clients that consumers had moved beyond simple interactions, especially on mobile, but were working in rich environments, and interacting with products in interesting ways. This was particularly so in the in-app marketing space, where the ability to profile customers is much richer than a simple click.
Sam from eBay also emphasized that eBay is very proactive in working with with clients and consumers to deliver more information on the user journey and how they can interact with eBay.
2. What’s new and exciting
Fred emphasized that Australian companies need to be prepared to compete in a global market, and that, in launching Finder into the U.S. market, he had been blown away by the scale and the speed at which the U.S. market worked, but also at the opportunities for smart Australian companies. When I asked Fred if Finder was the next Australian Unicorn, his answer was a simple, “Why not? Someone has to be.”
Sam also emphasized that it is a big year for eBay both globally and in Australia, and that we could expect to see genuine innovation from one of the industry’s veteran players over the next 12 months.
3. Quality, not quantity
Andy made a point that in the lead generation space, it is no longer good enough to simply send bulk leads to clients, and that delivering less leads, but with higher intent and quality was crucial in driving future growth. This is particularly important in the co-reg sector, which has seen significant growth in the last three to four years, but needs to ensure that this growth is sustainable.
4. Retail and e-commerce
Sam emphasized that eBay is the number one e-commerce player in the Australian market, and that their continued investment in new technology and improving the experience for eBay consumers and customers was continuing to drive growth. The panel felt that Amazon entering the market in Australia was a key opportunity for Australian retailers to be better, and that this is a key time.
In talking to many in the room afterwards, the overall feeling was one of cautious optimism for the rest of 2017, so onwards and upwards!
Were you at the event? It’d be great to get some feedback, and also hear if you had any interesting takeaways from the event.
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