Crash course in performance marketing

Performance marketing - what is it?

• Clarification and delimitation of the term.
• Target groups and target group segments as the basis for success in performance marketing. 
• Building blocks of a performance marketing strategy.

Objectives in performance marketing

• Derivation of targets for performance marketing.
• Setting measurable and valuable goals for digital platforms and advertising channels.
• Budgeting principles.
• Derivation of specifications for tracking.

Focus: digital platforms

• Types of digital platforms.
• The tasks and necessary elements of websites.
• Optimal landing pages: basic knowledge of UI, UX.
• Conversion optimization.

Focus: Channels

• The tasks of digital performance marketing channels.
• Performance marketing channels explained using the example: SEA, Facebook, Instagram, Newslettering.
• Excursus: Measurability of off-line media and POS tracking.
• Excursus: Influencer marketing.

Focus: Measuring, controlling, optimizing

• Tracking concepts for digital channels and platforms.
• Basic functions of cookies - tracking pixels.
• Basic functions of a web analysis tool using the example of Google Analytics 4, matomo.
• Media Value Model.
• Basic knowledge of attribution models.
• Basic principles for controlling and optimizing the sales funnel.
• Basic knowledge of data privacy and GDPR.

Basic knowledge: Technology and data

• The most important elements of a Mar-Tech and Ad-Tech stack.
• Possibilities of marketing automation. 
• Use of AI - AI in performance marketing.

Presentation of best practices in performance marketing.

During the seminar there is an ongoing application of what has been learned:
Development of elements of a performance marketing strategy

Important: Please bring examples from your company where the "performance idea" is to be improved as well as your WLAN-capable laptop to the training .