Four Performance Marketing Trends to Watch in 2017

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Our own VP Revenue, EMEA Sean Sewell sharing his insights in the sponsors panel session 

As brands embrace “digital transformation” in 2017, the evolution of the performance marketing landscape continues to accelerate. This was a key focus at the inaugural Internet Advertising Bureau’s (IAB) Performance Affiliate Marketing Conference last week in London.

Over one hundred marketers representing leading brands and agencies including BT, Tesco, PwC, Maple Syrup Media gathered together to discuss how digital transformation is forcing businesses to rethink their marketing processes and the growing reliance on performance marketing to achieve overall business objectives.

Over the past several years, we’ve seen a tremendous increase in the number of brands who are successfully driving growth through innovative marketing partnerships. From the conference, we identified a few key trends for performance marketers to keep an eye out for in 2017.

1. Customer LTV is King

Demonstrating incremental value in partner marketing has become increasingly critical to help illustrate the significance of the channel. As programmes mature, brands are turning their attention to driving the right type of customer by measuring life time value as opposed to focusing purely on volume.

 This is a continuing trend from 2016 reinforced by findings in travel and retail performance marketing benchmarking reports last year which found that a surprising 22% of retailers and 24% of travel brands now use performance marketing for customer retention, which is a nontraditional use of the channel.

Brands who develop creative reward structures to incentivize partners on a range of

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