The Shift Toward Performance-Based Advertising Is Borderline Criminal

Winfluence - The Influence Marketing Podcast

There’s been a shift in the trade winds across the advertising industry in the last few years and the gusts are starting to come into our shores at an alarming rate now. Tighter economies lead to tighter waistlines, at least in the budget metaphor and what was once standard operation procedure goes out with a new way of thinking.

The shift I’m talking about has to do with advertising models. The economy has forced brands to find more efficient ways to get the word out. Spend less, while doing as much, or even more. And while that makes perfect, smart business sense for the brand in question. The impact that tightening has on the services, agencies, vendors and media channels isn’t around the waist. It’s around the neck.

More and more brands are insisting on cost-per-performance ad models. You may also hear them referred to as cost-per-acquisition approaches. Or, if you want to get down to the pedestrian level and call a spade a spade, it’s basically affiliate marketing.

If an influencer. Or a podcast. Or website. Or any other advertising channel helps the brand make money, then and only then, do they get paid. Conversions are the key. Measurement and attribution are most crucial. But if my audience clicks on my link or uses my code upon checkout, I make a commission off the sale.

Pretty simple, right? Pretty fair?

You brand folks are probably saying yes. I’m saying no. And not only is it not fair. It’s borderline criminal.

This episode of Winfluence is presented by CIPIO.ai where you can create a consistent flow of authentic user-generated content to fuel paid, earned, shared and owned campaigns that set your content marketing on fire! One of the main methods of doing that is by shifting your influencer marketing focus to a Community Influence Marketing one. That’s where you discover the influential voices in your own community of customers, fans and followers, and partner with them to create authentic content that recommends your brand.

Download CIPIO.ai's new ebook called The Marketer’s Guide to Community Influence Marketing. It’s a step-by-step manual that shows you how to do it. The result is a more cost-efficient way to engage creators and drive word-of-mouth marketing while capturing better-performing content for your paid and owned social media efforts.

Learn more about your ad choices. Visit megaphone.fm/adchoices