During last week’s flagship performance marketing event, PMI London, we spoke to many industry figures to get the lowdown on what they thought the biggest performance marketing trend in 2014 would be.
From reduced reliance on incentivised traffic, improved data aggregation techniques, virtual currency and real time bidding, to understanding multi-attribution models, the formation of closer relationships between tech companies and traditional affiliates, and dynamic audience-based advertising, we heard a variety of insider thoughts.
Head of publisher development at Commission Junction, Richard Lane, said: “I think the incentive and loyalty channels will have a much larger part to play - rather than offering the standard cashback. I think their insights and intelligence is developing and I think this will have a big part to play in 2014.”
Online marketing manager, EMEA, at Deckers, Claire Baker, said: “I don’t know about a trend as such, but I do think the most interesting thing will be what happens with social codes and voucher sites.”
Senior account manager at broadbandchoices.co.uk, Dominic Baliszewski, said: “For years and years we have been hearing about multi-attribution payments, but I think this is the first year that we have actually seen evidence of this beginning to happen/it’s trickling through - so that does seem to be a key theme for 2014, as more people are willing to do it now.”
Commercial manager, EMEA, at Performance Horizon Group, Richard Forster, said: “I think the biggest performance marketing trend in 2014 will probably be centred around data in terms of how attribution kicks in.
“Although the attribution argument has been going on a while now, I think brands are getting savvier in terms of using data across solutions, like DC Storm, and are actually coming up with different payment models around it.
“Aside from that obviously mobile is also a growth area for the next year.”
Check out some of the clips and comment below to let us know your predictions for performance marketing in 2014.
Paul Brown, senior strategy manager at affilinet
Julius Ewig, MD at metapeople / head of affiliate marketing at metaapes
Bob Glazer, MD of Acceleration Partners
Matt Swan, director of technology, media and automotive, at Ve Interactive
Douglas Sheard,senior affiliate marketing manager from DigitasLBi
Daniel Sichel, European affiliate manager at Neverblue
Account director Fiona Gandy, and PPC account manager Ben O'Neil, both from 7thingsmedia
Did you catch these other PMI London news pieces?
Keep an eye on PerformanceIN.com for more upcoming news on the event.