Understand how performance is present in all areas of an agency

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When we talk about performance, the first thing that comes to mind is certainly: online media, Facebook Ads, Google Adwords, Google Analytics , Linkedin Ads, creation, management, BID control and optimization of digital campaigns. This is not entirely wrong, since these campaigns should be focused on performance, achieving a good ROI, a low cost and, most importantly, conversion.

But the concept of performance must be understood as something omnichannel, which is present throughout the structure of an agency, whether it is focused on digital media or not, and not just a specific area, responsible for taking care of digital campaigns (just highlighting that the area does exist, but that we will address performance in this article as a comprehensive concept).

When we talk about performance, the focus should always be on improving results. Therefore, there are numerous areas that contribute to performance. DEV, media, UX, offline media, planning, social , digital marketing , sales, SEO, customer service, and many other areas that also include the concept of performance as inherent to any activity that requires delivering campaigns or results to a client.

A distorted concept

We can blame this partly on the evolution of web 3.0, social networks colombia whatsapp data people's freedom to disseminate any type of information. This openness has led many people to start selling courses and creating content on topics they don't have full knowledge of or even have any training in.

There are many so-called traffic managers or even digital marketing gurus who have used the term performance as something exclusive to this area of ​​online media.

An analysis that helps to understand this situation is offline media, or traditional media, such as broadcast TV, which still sells very well, but is often not considered by a - well-known - performance agency, which if we stop to think about it is a huge loss, depending on the brand, product, audience and communication.

Even today, a campaign broadcast on open TV can generate a good return, although it is more difficult to measure.

Top of the funnel also has performance

Another thing that was affected by this was the sales funnel. There is a lot of talk about how to set up an effective funnel that generates good results, with the entire customer journey well defined and structured so that there is good optimization and a return.

The mistake is that many people leave the biggest investments for the final stages of the funnel, forgetting that the top is also very important depending on the objective they want to achieve with the campaign.

For example, in the case of a new brand that is not yet well-known, has no market share or even a digital presence. Investments cannot be made more intensely in the middle and end of the funnel right away, but rather in good clustering at the top, so that, over time, more people can reach the next stages.

Top of the funnel also has performance, especially with well-defined coverage and frequency goals, reaching top of mind, share of mind and improving the brand's association with a specific attribute such as sophistication, quality, etc. None of this can be done without setting objectives, having clear goals and evaluating the results, that is, none of this is possible without performance.