GUEST COLUMN: Streamlining performance marketing via automation is must in post-pandemic era

GUEST COLUMN: Streamlining performance marketing via automation is must in post-pandemic era

Automation enables importing, creating, accepting offers from vast number of integrated partners.


Mumbai: The Covid-19 pandemic altered how we live and work in ways that will redefine our behavior even after its effects subside. As of today, businesses are still continuing to rapidly deploy digital and automation technologies which in turn are putting trends (previously progressing at a slower pace) on a fast-track mode. The marketing automation software market poised to grow at 8.55 per cent is slated to unlock a market capitalisation of $6.4 billion by 2024 (Source- Marketing Automation Market by Component-Software, Services). While over 51 per cent of businesses are already using marketing automation, over 58 per cent of companies have plans of adopting it (Source- Emailmonday).

Across advanced economies, the dynamics of these changes, whether in business models, operations or consumer behavior will continue this year but not with the same intensity as witnessed in 2020 or 2021. Against such a scenario, a lot of businesses are stretched for margins. Therefore, the best utilisation of resources for them is to focus on growing their businesses by having their employees focus on tasks that are oriented towards value-creation. Using automation to replace all the man-hours put into repetitive manual processes will be their arsenal!

This year marketers in India are channeling their energies towards generating distinct, value-added user experiences and making user engagement even more connected for consumers who are always online. Digital marketers in India should look to leverage automation in five important ways to make their performance marketing strategies more efficient and scalable.

Offer testing

Nobody wants to send traffic to an inactive offer or to spend money on users that are not going to yield any return. Offer testing can save both time and cost for advertisers and publishers. By identifying broken links, corrective measures can be taken in a timely manner to make the most of the efforts. This saves hours and hours of advertising operations along with manual back and forth communication to solve an issue, which can be identified by an automated tool within seconds. Some of the leading performance marketing management platforms offer testing as an inbuilt part, where all the actions from creating a new offer to promoting them to your partners can be validated by the system upon the user’s choice.

Data-driven campaign optimisation

The next key lever typically in the hands of marketers to pull when it comes to optimizing their digital marketing campaigns is audience targeting. They should focus on effectively targeting their audience based on geolocation, device, traffic type, carriers, interests, and other custom data. Performance marketing solutions with automated audience targeting can reduce the amount of manual work and cost based on rules set by the marketers. Additionally, they can set rules that determine which ads are distributed to the publisher partners to best match the audiences targeted using advanced machine learning algorithms. This means that companies can use granular targeting options manually and also use a platform’s recommendation tool, powered by machine learning, to suggest the right advert for the right user, thereby increasing the ROI for the advertiser and profitability for businesses.

Automated insights

While the first-generation campaign management tools only provide limited data insights and still require substantial manual work processes, the next-generation solutions are integrating more sophisticated data science tools. Digital marketers can partner with performance marketing management platforms which can lend them greater accessibility to performance metrics. This in turn will allow marketers and partners to see tracking and revenue numbers in real-time. Further, today’s data science tools can automatically discover patterns, trends, and business opportunities in the given data sets, so that marketers can further optimize their performance marketing efforts. Business users can query billions of real-time events in seconds with just drag and drop actions and marketers can identify patterns in traffic across a business with just a few clicks. Many global martech platforms are offering these directly with zero setup and no third-party fees and integration pains.

Automatic offer approval

Affiliate or partner marketing is unique from other digital advertising channels (like search or social media) in the way that the marketer must distribute and accept offers with the partner for referring potential customers. It’s a process that is until today manual and archaic in the digital marketing age. Fortunately, automation now enables importing, creating, and accepting offers from a vast number of integrated partners based on predefined rules, thereby saving tons of time and resources. When it comes to taking any action with automation, marketers should look at partnering with those martech platforms which allow them to configure the rule to their needs. Flexibility is a key ingredient for automation to succeed and their martech platforms should empower them to set up their processes with dos and don’ts and let the platform handle the rest while they can focus on other value-adding tasks.

Automated client notifications

Another big part of the partner marketing domain is keeping all partners informed of all the changes that might be happening on an offer. Communicating this information to the partner in real-time can be a bit of a challenge. With automation, all of this can be handled with a click of a button. An industry-wide innovation like ‘Smart Triggers’ helps identify your partners and the contacts, write an appropriate text for the update, and all marketers need to do is schedule it.

Performance marketing is made even more effective by automation. To really hit business goals, it’s important to build campaigns strategically—choose the right platforms, advertising formats, and optimisation goals, focus on the right audience, and, of course, create campaigns that will resonate with the target audience. Automation is the key to scaling and achieving these goals.

(About Author: Yogeeta Chainani co-founded Swaarm, in September 2020. As the CEO of Swaarm, Yogeeta drives product innovation and human resources along with spearheading business development in India and other global geographies for her company.)