OBM Predictions from Perform[cb] Outcome Engine Leaders

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Outcome-based marketing continues to grow and evolve, and Perform^[cb]‘s Outcome Engine leaders remain experts in crafting campaigns that steadily scale. Learn what our leaders are focusing their energy towards to continue to put our clients ahead of the curve.

Brands using three or more digital channels can boost their conversions by an impressive 494%, underscoring the importance of omnichannel strategies. By leveraging multiple performance-based channels that seamlessly integrate with marketers’ existing strategies, brands can unlock measurable growth while maintaining efficiency and control – and partners benefit from increased opportunities to drive revenue by aligning with marketers’ expanded reach and diversified channel strategies.

Here’s a glimpse into some of the top outcome-based marketing channels:

“Social media platforms like Facebook and TikTok continue to exceed expectations across the outcome-based marketing industry. Their extensive user bases and precise targeting capabilities make them go-to channels. Additionally, the significant growth of pay per call cannot be ignored, establishing itself as a powerhouse in performance marketing. By seamlessly working alongside marketers’ existing channels, pay per call allows both marketers and partners to transition efforts more effectively, ensuring real-time delivery of consumers directly to the specific product being offered.”

Colleen Skogen, Vice President of Marketer Development

Ad Spending

Despite economic challenges, a sense of optimism is emerging as brands adapt to evolving market dynamics, signaling a positive shift in momentum for ad spend.

A Positive Shift in Momentum

“Shifts in economic conditions and consumer behaviors have significantly affected ad spending strategies. Due to turbulence in the market, many brands were forced to pull back or pause their marketing efforts, navigating through uncertain times with caution. However, amidst challenges, a glimmer of optimism emerged. Brands realized they could no longer afford to sit on the sidelines while their competition doubled down on their most effective customer acquisition strategies. Additionally, there’s a growing trend of enterprise brands embracing outcome-based marketing, signaling a positive shift in marketing methodologies that integrate easily with existing approaches, allowing for greater efficiency and alignment with broader goals.”

Brad Dobbins, Chief Operating Officer

A Surge in Home-Centric Spending

“Ad spending targeting current and potential homeowners is expected to continue its growth. This trend began in 2020 with a significant surge in organic refinance traffic due to favorable macroeconomic conditions. Following the pandemic, home values reached historic highs while mortgage rates remained above 6%. The challenges persisted into 2023, hindering new potential homeowners. However, I predict a slight softening in home values and mortgage rates, prompting sidelined consumers to re-enter the market. Additionally, current homeowners are expected to leverage their home equity, driven by historic levels of American household debt.”

Daniel Carter, Vice President of Growth

User-Generated Content (UGC)

Our Outcome Engine leaders explore the growing significance of user-generated content (UGC) in fostering authenticity, driving engagement, and shaping cost-efficient marketing practices.

The Power of Authenticity and Engagement

“We continue to see the rise of UGC promotional strategies across outcome-based verticals and channels. The heightened emphasis on authenticity and trustworthiness associated with UGC strengthens the connection between audiences and brands. This is reflected in robust engagement metrics and ROAS results. UGC serves as an impactful form of social proof, significantly influencing consumer purchasing behaviors and broadening brand reach. As a result, UGC remains a core element of the consumer journey, amplifying the effectiveness of brands’ existing marketing strategies.”

Lee Aho, Chief Revenue Officer

Cost-Efficient Marketing

“In today’s price-conscious landscape, UGC and the influence of social and influencer platforms are undeniable. This custom and captivating creative content offers a cost-effective solution in terms of both time and money. User engagement on social platforms is on the rise year over year, with audiences craving daily content. Leveraging this trend by curating your own content is essential for brands and verticals aiming to stay relevant. Underestimating the power of UGC is akin to going backward in today’s digital marketing industry.”

Brian Taylor, Executive Vice President of Partners

Video Content’s Dominance in Audience Engagement

“Video content, particularly UGC, remains a dominant force in captivating consumers and targeting specific audiences. Platforms like YouTube, Facebook, and TikTok are critical channels for video marketing tactics, driving performance in the digital landscape. By integrating video content into their established strategies, brands can extend their reach and maximize their impact on both new and existing audiences.”

Colleen Skogen, Vice President of Marketer Development

The AI Revolution

We are all aware by now that AI is revolutionizing the marketing landscape, offering unprecedented opportunities to gain a competitive edge. From automating campaign management to empowering video marketing and enhancing ad personalization, AI emerges as a transformative force driving efficiency and innovation.

Mastering AI for Competitive Edge

“AI is the shiny new object that holds its weight in a very competitive race. It’s a formula designed to save time and money, making it a coveted asset across industries. With everyone striving to integrate AI into their workflows and marketing strategies, that entails saving time therefore saving money. Everyone is trying to implement AI into their workflows and marketing strategies so whoever can tailor their business around AI in the most efficient manner will win the race. Investing in AI development and services is a wise allocation of budgets, maximizing efficiency and yielding significant returns on investment.”

Brian Taylor, Executive Vice President of Partners

AI’s Influence on Performance Marketing

“AI technology is expected to play a pivotal role in shaping the future of performance marketing. From forecasting data trends to fraud prevention and ad optimization, AI revolutionizes key aspects of marketing, offering marketers the tools to adapt to emerging trends and target high-quality consumers more effectively.”

Colleen Skogen, Vice President of Marketer Development

AI Empowering Video Marketing

“Video marketing is poised for substantial growth, solidifying its position as a powerful channel for user engagement and connecting with target audiences. With the aid of AI, the video creation process has become more accessible than ever. AI swiftly generates scripts and offers templates, simplifying content creation and enabling brands to integrate authentic and impactful videos into their existing strategies. This allows marketers to reach and engage audiences more efficiently, enhancing overall campaign performance without disrupting their broader marketing approach.”

Cara Redding, Executive Vice President of Operations

Creativity and Authenticity in Video Advertising

“Video advertising’s exponential growth since its inception suggests no signs of slowing down. With AI’s help, split testing for video content effectiveness will be faster than ever. However, maximizing conversion rates will hinge on authenticity and creativity.”

Daniel Carter, Vice President of Growth

Strategies for Outcome-Based Success

Outcome-based marketing continues to evolve as a pivotal approach for brands seeking measurable success. By embracing change and integrating emerging trends into their existing strategies, brands can enhance their customer-centric approach and drive growth. Those who innovate and leverage the power of OBM are well-positioned for long-term success in an ever-evolving marketing landscape.

Ready to incorporate outcome-based marketing into your existing strategies? Connect with our team of experts today.

Perform^[cb] Outcome Engine Leaders Share Outcome-Based Marketing Predictions