More interest, savvier consumers, international appeal and bespoke requests were found by those across the performance marketing platform at an event in London this week.
At the Technology for Marketing and Advertising (TFM&A;) conference, a free event featuring four varied shows aimed at an array of people across the industry, A4u caught up with a few businesses across the performance marketing sector to find out what type of traction they were having.
Director of retargeting services and publisher business development at affiliate marketing network Rakuten LinkShare, Rakhee Jogia, said the network, which specialises in online services such as search marketing and lead generation, had so far been approached by plenty of start-up companies and people particularly interested in building better relationships with mobile.
Jogia also said that publishers, advertisers and third party partners were looking increasingly at doing more with video and that many were intrigued in more 'multi-layered' marketing strategies.
“Although affiliate marketing is at our core, we have evolved to offer a lot more than that. It is not as straightforward as just 'affiliate marketing' anymore as people are becoming smarter and they want more,” Jogia said. “People are savvier so they want everything, not just a one trick pony.”
Sales manager for emedia's Europe, Middle East and Africa region, Ian Greenfield, said that this year at TFM&A;, the B2B lead generation company had encountered more niche and tailored requests – such as someone looking to drive women age 40+ to astrology sites.
“We have had some strange ones - people seem to be coming up with more bespoke campaign ideas,” Greenfield said. “As people tend to be on a budget, if they are going to spend money, then they want it completely tailored.”
Key account director Jay Andrews, at global performance marketing company Intela, said the company encountered more interest from a range of international publishers and advertisers – particularly from the US, Germany and France.
“This year's show has been more productive for us and it also seems the exhibitors have made more effort and put more money behind their exhibiting areas.”
Intela, which operates in the US, Europe and Australia, acts as a global provider of database marketing solutions.
Head of Europe operations at Ad:Dynamo, Peter Besseck, said the company, which launched in South Africa in 2009, also encountered many people enquiring about their global pay-per-click advertising option and had a 'really positive' response to this.