By Peter Klein | Senior Vice President, Media
Three seemingly disparate events this year — the closing of the Google Affiliate Network (GAN), Facebook introducing CPA buys and Twitter launching Lead Generation Cards — foretell the future of performance marketing. There are two trends moving in parallel: the increasing consolidation of the industry that will result in only a few select full-service players and niche networks in operation, and a continued integration of lead-generation marketing capabilities by social media portals.
Brands are increasingly coming to the realization that an experienced performance marketing network/agency is critical. Equally important is the acquisition of action-taking consumers in a social media setting versus merely purchasing a presence.
In short, more advertisers, along with the social media platforms they use to reach consumers, are realizing that a strong lead-gen component is needed for successful, ROIpositive brand advertising. The closure of GAN, combined with Facebook’s and Twitter’s forays into lead generation, represents a critical evolution toward performance marketing’s future. (more…)