Why it matters
According to WARC’s Marketer Toolkit 2021, 51% of their global respondents plan on increasing spends in performance marketing vs. 32% in 2020. With more marketers investing more ad dollars in performance marketing, there’s a need to understand how we can maximise performance return and minimise its wastage.
Takeaways
- Like production, sales, supply, warehousing, inventory management, IT, fulfilment – performance marketing is a core element of the e-commerce value chain. Businesses need to build it as a strategic capability and invest across people, processes, and systems to gain a competitive edge.
- For both manufacturers and retailers, performance marketing...