It’s great to have Love Savings Group involved as a sponsor for this year’s Performance Marketing Awards. What are you most looking forward to about the virtual event?
It’s been a challenging year across the board and we’re just looking forward to meeting some new and old faces and celebrating together in a relaxed virtual world. Since the pandemic the ability to network has been limited and we have seen that everything seems to have become somewhat ‘highly’ transactional and operational through the endless remote meetings that we all have. However, this event allows the industry to relax, reflect and hopefully celebrate some of the successes that we have all seen on what an unpresented year for all.
We’re also looking forward to seeing how the event will run in a virtual world!
The PMAs celebrate the achievements of the best minds in the industry. Which particular categories and talking points are of interest to you this year?
Being a UK business with a big focus on maturing markets, and being the main sponsor of the Global Excellence category, we’re really interested in seeing what the industry is doing on a global basis – we’re excited by the trends that we are seeing and the conversations that we are having in the space.
Alongside this, we’re interested in seeing how the adoption of data is being used, especially with the acceleration of so much change in the digital landscape we have all witnessed over the last 12+ months.
At Love Savings Group, what are the main goals you work towards when working with advertisers?
Like many other publishers we want to deliver as much revenue as possible for advertisers and our publisher partners while giving our users a great experience. We aim to provide a consultative approach working with advertisers across various regions on the objectives they want to achieve.
That may be access to new markets and audiences through our exclusive partnerships, new customer acquisition, customer incentives and so on.
What performance marketing trends have you seen shift over the past year of the pandemic, and where do you now see the opportunities coming from?
With the disruption COVID-19 has caused, we have all seen rapid change in behaviours, operations across all touchpoints online, from consumers, retailers, and publishers alike. We have seen some industries suffer through the pandemic and advertisers within other industries accelerate from home improvements, home education and health and fitness.
We have seen advertisers who didn’t consider e-commerce to be their main channel move into the space at speed and it will be interesting to see how those SMEs develop into large advertisers in the future.
What tips can you share for advertisers looking to adopt an effective strategy?
The key thing is planning and transparency that provides the best end-to-end user experience, from advertisers, networks, publishers and most importantly the purchasing customer.
From an advertisers perspective, it’s fundamental to understand and adapt to how performance marketing contributes to order acquisition, order conversions and customer acquisition. By analysing the marketing mix to understand ‘added value’ in the purchasing value chain and demonstrating that on a return per spend, advertisers should be able to see the most cost-effective marketing channel.
Finally, are there any exciting projects that Love Savings Group is working on at the moment? Please share with our readers so we all know what to look out for throughout the remainder of 2021.
We have plans for further international expansion through our Love Coupon sites, taking the same proposition into new regions. We are also exploring and expanding our white label proposition through our sister-business The Savings Group, which is close to announcing new agreements to add to our existing successful relationships in Australia, New Zealand and Europe.