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You know what I love about performance marketing? The way it builds on itself. It’s a pretty stable beast if managed correctly. You set things in motion, you give them some time and some love and they grow. They grow into these well optimized, highly efficient, and (hopefully) lucrative marketing channels that earn you all sorts of good things like more money, more customers, better brand sentiment, so on and so forth.
Performance marketing is a predictable science most of the time. Then enter “web-based promotions.” Talk about throwing a wrench in things. They are anything but predictable. More commonly, they involve things like difficult tracking challenges, missed launch dates, social media chaos, and let’s not forget the scariest possibility – utter failure.