PI Live, a leading two-day conference for performance marketers, took place earlier this week at Old Billingsgate in London. Over 3,000 people attended, representing all aspects of the industry including networks, agencies, advertisers and publishers. With plenty of insightful talks, stands and networking opportunities – the event proved a fantastic platform to catch up on the latest and meet new and old faces.
One of the stand out talks we saw was by Sarah Bundy, of All Inclusive Marketing Inc. She discussed the value affiliates bring to the customer journey. Through several case studies, we could see the tangible difference affiliates make, both in achieving more sales and in the basket size and value.
With advancements in personalization, artificial intelligence and automation (to name a few), we can see that there are plenty of opportunities for companies to convert more of their prospective customers.
A recent study found that 84% of millennials don’t trust traditional advertising. Therefore it’s key to conduct all marketing activity in a trustworthy, non-invasive way. Using alternative methods such as affiliates can be invaluable.
Another insightful talk was by Weldon Whitiner PhD on using game theory to capitalise on price transparency. In this talk, Weldon discussed the pricing strategy of internet giants like Amazon.
Stating that it isn’t a race to the bottom, instead, price is very carefully considered.
Many firms are interdependent because one change could mean risking the loss of demand and profit of a single firm and or their competitors. The sensitivity of consumers, factoring reviews, postage and more means that it’s not always best to be the cheapest, which is why a price first strategy is key in performance marketing.
With consumers becoming increasingly sensitive to advertising, affiliate partnerships are becoming increasingly important. Influencer marketing is a tactic that’s here to stay. They hold the trust of their audiences and can promote without the risk of losing the confidence of their followers.
New technology, such as artificial intelligence, is becoming an increasingly useful strategy in marketing. With many consumers stating they dislike advertising, it’s tech like this which can help bridge the gap and convert customers, without switching them off.
In conclusion, PI Live was a fantastic event packed with networking opportunities, stands and informative talks. The event provided a great opportunity to catch up with some old colleagues and meet some of the many new faces.