Transparency is a powerful thing. Running a performance-based marketing company is all about being transparent, and this brings some very interesting dynamics to the table. It is an industry of absolutes – you either deliver results or you don’t. There really isn’t anything in between. As a network in a fairly new market, you are scrutinized from many angles, but at the end of the day our business and our industry is all about results. Be that a click, lead or a sale. “The proof is in the pudding” as they say!
As online marketing and brand managers are becoming more sophisticated, so are the requirements to get the maximum ROI and best possible results for each ad Rand spent. Thanks to sophisticated technology it is now possible to analyze the user journey in incredible detail. This availability of valuable information and insights is bringing the data to life, and shapes the foundation upon which many important budgeting decisions are made. Whether one likes this approach or not, it is the direction in which the world is moving.
Of course results do not just come by itself, it requires hard work, knowledge, and commitment. It means staying in tune with ever-changing technologies, always being one step ahead of the end-consumer, and knowing how to turn that valuable click into a converted customer. So I would like to thank each of our publishers who are doing exactly that, every day.
As always, please feel free to contact me directly with your comments at daniel@admarula.com.
Daniel Gross – CEO, AdMarula
