As the digital landscape continues to advance through new social media platforms, technology innovation and new digital advertising functionality, this fluid environment has evolved digital acquisition from a traditional marketing funnel into an ecosystem of digital touchpoints.

How a brand uses these touchpoints in harmony is key to converting a first time content viewer into a brand advocate.

Theory Crew’s performance marketing management stands out from the rest, as we take all of our UGC content creation as the foundation of a multi-channel performance marketing strategy, and serve it to the right people, on the right platforms, at the right time.

We provide end-to-end services that combine traditional marketing channels with performance marketing to maximise brand exposure and drive sustained growth for our clients.

Our primary focus is to help brands acquire customers through data driven insights campaigns, with our performance marketing solutions incorporating PPC advertising channels, (paid social media and Google adwords) SEO and email marketing.


What is Performance Marketing?

Performance marketing is a digital advertising model in which advertisers pay only for specific actions taken by users, such as sales, leads, or clicks. It is a results-driven approach to advertising, where the focus is on measurable outcomes, rather than on impressions or brand awareness. The performance of the campaign is closely monitored, and the advertiser only pays for actual performance. This approach allows advertisers to have more control over their advertising spend and to optimize their campaigns for better results.

What is the main difference between performance marketing and traditional advertising?

Performance marketing is results-driven and focuses on achieving specific, measurable objectives, while traditional advertising focuses on promoting a brand or product to a broad audience with the aim of raising awareness and creating a positive image. Performance marketing is more cost-effective, as advertisers only pay when a specific action is taken (such as a sale or lead), while traditional advertising requires a large upfront investment and provides less certainty of a return on investment.

How does performance marketing measure success?

Performance marketing measures success based on specific, agreed-upon objectives or "performance indicators".

These performance indicators can vary greatly, but common ones include:

Sales or revenue generated
Lead generation (e.g. email sign-ups, app installs)
Cost per acquisition (CPA) - the cost of acquiring a customer
Return on ad spend (ROAS) - the return on investment in the marketing campaign
Conversion rate - the number of people who take a desired action divided by the number of total impressions or clicks.
Success in performance marketing is often determined by the achievement of these performance indicators, and campaigns are optimized and adjusted to continuously improve results.

What are the benefits of performance marketing for advertisers?

Cost-effective: Performance marketing operates on a pay-per-action model, meaning advertisers only pay when a specific goal is met (such as a sale or lead). This allows for a more cost-effective approach to marketing, as there is less upfront investment and a more certain return on investment.

Measurable results: Performance marketing allows for the tracking of specific, measurable goals, making it easier for advertisers to understand the impact and success of their campaigns.

Targeted advertising: Performance marketing campaigns can be highly targeted, reaching the right audience at the right time with the right message. This can lead to higher conversion rates and a better return on investment.

Flexibility: Performance marketing campaigns can be easily adjusted or optimized in real-time based on performance data, allowing advertisers to continuously improve their results.

Improved customer experience: By providing relevant and valuable information to users, performance marketing can improve the overall customer experience, helping to build trust and brand loyalty.

How does performance marketing work with affiliate marketing?

Performance marketing and affiliate marketing are closely related and often used together. In affiliate marketing, affiliates promote a company's products or services and earn a commission for each successful sale or lead they generate. This aligns the interests of the affiliate with the advertiser, as both parties benefit from successful sales.

Performance marketing takes this a step further by setting specific, measurable goals for the affiliate marketing campaign. Advertisers can track and optimize their campaigns to continuously improve results, and affiliates are only paid when specific goals are met. This results-driven approach to affiliate marketing is what defines performance marketing.

In summary, performance marketing is a form of affiliate marketing that focuses on achieving specific, measurable goals and optimizing campaigns for better results. Both performance marketing and affiliate marketing can be cost-effective, highly targeted, and provide measurable results for advertisers.

What are the most common types of performance-based incentives?

The most common types of performance-based incentives in performance marketing include:

Cost-per-action (CPA): Advertisers pay only when a specific action is completed, such as a sale, lead, or sign-up.

Cost-per-click (CPC): Advertisers pay each time someone clicks on their ad.

Cost-per-impression (CPI): Advertisers pay each time their ad is displayed.

Cost-per-install (CPI): Advertisers pay each time their app is installed after an ad click.

Cost-per-mille (CPM): Advertisers pay for every 1,000 impressions of their ad.

Cost-per-view (CPV): Advertisers pay each time their video ad is viewed.

Revenue sharing: Advertisers share a percentage of the revenue generated from their product or service with the performance marketer.

Each type of performance-based incentive has its own advantages and disadvantages, and the choice depends on the specific goals and objectives of the advertiser's marketing campaign.

Can performance marketing be used for B2B businesses?

Yes, performance marketing can be used for B2B businesses. While it is more commonly associated with B2C businesses, B2B companies can also benefit from the cost-effective and results-driven approach of performance marketing.

In a B2B context, performance marketing goals may include lead generation, appointment setting, or product trial sign-ups. Advertisers can track and optimize their campaigns to improve conversion rates and generate more high-quality leads. Additionally, B2B performance marketing campaigns can be highly targeted, reaching decision-makers and influencers within target organizations.

Overall, performance marketing offers B2B businesses a way to effectively reach and engage their target audience, generate high-quality leads, and measure the success of their marketing efforts in a cost-effective and results-driven manner.

How can advertisers ensure the success of their performance marketing campaigns?

Define clear goals and performance indicators: Establishing specific, measurable goals and performance indicators will help ensure that the campaign is focused and results can be accurately tracked and measured.

Choose the right platforms: Select the right platforms for your target audience and goals. For example, if you're targeting a younger demographic, social media platforms like Instagram and TikTok may be more effective.

Utilize data and analytics: Use data and analytics to make informed decisions about your campaigns. Monitor metrics such as conversion rates, click-through rates, and cost per action to optimize your campaigns for better results.

Continuously optimize and adjust: Regularly review and analyze your campaign performance and make necessary adjustments to improve results.

Work with experienced partners: Partnering with experienced performance marketers, affiliates, or agencies can provide valuable insight and expertise to help ensure the success of your campaign.

Provide valuable and relevant information: Ensure that your advertising message is relevant and valuable to your target audience. This can help build trust and improve the overall customer experience, increasing the likelihood of a sale.

By following these steps, advertisers can increase the chances of success in their performance marketing campaigns and achieve their desired results.

Some brands we've worked with