Industry insights

Performance marketing trends and tips    

Ed Davidson manages the digital performance team at Major Players. The team covers all aspects of Digital Marketing from Paid Search, SEO and Paid Social to Display and Programmatic & Affiliates. Having spent the last four years at Major Players delving into the industry, Ed offers his tips on how to stay ahead of the game and reveals where Performance Marketing is heading next.

Explain how you’ve seen the industry changed over the last year

Performance marketing is a highly sought after skillset in digital marketing at the moment because it’s optimised, easily measured and ROI focussed.

It’s highly anticipated that 2019 will be the year that sees digital marketing spend overtake traditional media spend. The reason being that there is continued focus on pushing paid search advertising; advertisers use this channel because it delivers the best return on investment (ROI).

What are the biggest trends you’re seeing?

Optimisation is a big theme this year, whilst optimisation is something digital marketers have been doing for years, there has been an increased focus on conversion and brands are hiring data-driven specialists to ensure that audiences they are reaching are being converted into customers.

Another big trend is in-housing, whilst agencies still have a big role to play in digital marketing and performance marketing; there is a continued focus on brands wishing to bring this talent in-house.

Name the specific attributes clients look for from a candidate?

There are three main attributes that clients look for in performance marketing candidates. The first would be data decision makers. These are the people who enjoy getting into the depths of an excel spreadsheet and crunching the numbers.

The second would be commercially minded marketers, people who attribute sales and ROI to marketing campaigns.

And the third is entrepreneurship. Performance marketing is essentially growth marketing. This being people who are interested in driving business growth.

What are the most in demand jobs at the moment?

The hottest job at the moment is still Paid Search Manager roles. This is still an incredibly in demand channel. Other high demand jobs include Conversation Rate Optimisation, Performance Marketing Manager roles and Programmatic Manager roles.

What advice would you give to someone venturing into performance marketing?

If you’re just breaking into the world of performance marketing, I highly recommend that you attend as many courses and events as possible. It’s a highly evolving channel and you should be constantly looking to upskill. There are hundreds of free talks and events in and across London as it’s such a hot topic at the moment. As the industry has a tendency to change quickly, it’s important to keep an ear to the ground as stay up to date.

If you are applying for jobs or preparing for an interview, remember to remain data-driven and as commercially minded in your approach. This should see you stay ahead of the competition and make you stand out from the noisy crowd.

Where do you see the industry heading?

The Industry will continue to become the major focal point for agencies and brands over the next few years. It’s looking as though there will be an increase in Marketing Automation and Ad Tech development. There will also be even more of a focus on mobile marketing. It is going to be interesting to see the effect of closer data regulations as; after all, data is essential for performance marketing.

Generally speaking, it is such an important industry at the moment, it’s a hot topic, and it’s a great thing to be involved in.

If you would like to learn more about where the industry is heading or to discuss a new role, get in touch with Ed today.