What is performance marketing and is it just a spin by agencies?

Performance Marketing: Fact or Fiction by Agencies?

Performance marketing confuses many people outside the advertising industry. It often divides opinion among business leaders, marketers and entrepreneurs. Some describe it as the sum of all measurable marketing activity. Others feel it is just another catchphrase coined by marketing agencies to differentiate services and charge a premium. Understanding performance marketing falls at the intersection of technology, data analytics and a results-driven approach to promotional tactics. Agencies frequently talk about performance marketing as if it were a magic bullet for sales growth, yet few truly clarify its boundaries and benefits.