With entries open for October’s inaugural International Performance Marketing Awards (IPMAs), this Q&A series looks back at the winners of the Awards’ ceremony last year, gathering insight into the some of the past winners and inspiration behind the industry’s newly-decorated campaigns and companies.
Today we're speaking with Mateusz Łukianiuk, managing director, Eastern Europe at Awin who won the award for Best Performance Marketing Campaign or Strategy.
Tell us about winning an International Performance Marketing Award?
ML: It’s always great to win, especially at such a prestigious event.
This confirms that a dedicated approach and tailor-made solutions based on a deep analysis of data, GAP and customer needs, combined with current market trends we put into the development of our customers' affiliate programmes are important, and can be an inspiration for others.
Where does the value lie in winning Eastern Europe - Best Performance Marketing Campaign or Strategy?
ML: The market conditions and approach to performance marketing activities in Eastern Europe are not as developed and mature as in Western markets. As performance activities are still quite a small part of the online budget spend, clients often neglect it. Lack of attention comes down to the lack of expectations both in terms of the quality of service and coherent strategic developments with the network. As a branch of a global company, we have the visibility to compare clients approaches in different markets.
Winning in the above-mentioned category shows that the market is also evolving in the EE region, and clients are paying more attention to activities carried out within performance marketing. We try to position ourselves in the market not as a passive service provider, but as a business partner who wants to build and implement a strategy together with the client. We are pleased to see the positive effects this has.
Has anything changed for your company since winning the award?
ML: Not much from an operational activities perspective. The IPMA brand is not yet recognisable in Poland, but it’s changing. Awards and prizes certainly have a positive impact on convincing clients to trust more in the capabilities and quality of services provided, however, they are not the key and certainly not the only factor that drives customers willingness.
From an internal perspective, this gives employees more confidence that the activities we carry out are valued externally, and the direction of development we set ourselves is the right one.
In your opinion, what kind of attributes stand out in succeeding in such regions as Eastern Europe?
ML: I think the attributes are similar for all regions. Focus on innovation, both in the sphere of technology and strategy. It must be supported by real results, which are crucial for clients and are a determinant of the success of the implemented activities.
What's your take on the IPMAs as a vital aspect of driving the industry forward on a global scale?
ML: The IPMAs play a very important educational role, as it gives the opportunity to compare experiences and trends from different regions. It allows us to draw inspiration from other brands and be up to date with market trends.