Performance Marketing (PM) is still a fairly unknown channel in South Africa – even though it has been around for nearly a decade. Why is that? Perhaps because advertisers who are advocates of PM do not always speak up about the success the channel brings them. Many brands are reluctant to engage in PR and case studies about their advertising success as they fear that they have discovered a ‘secret ingredient’ that their competitors have not, and that by disclosing this ingredient they will lose their competitive edge. However, this is not the case as every brand’s ideal customer is different and successful brands are now targeting audiences of one instead of the masses. Read the full article.