Performance Marketing is dynamic and has seen growing importance over the past decade. As marketing budgets tighten, marketers are seeking innovative strategies and tactics where they can demonstrate their effectiveness in driving increased actions across key measures. With more consumer data signals available, user privacy has taken center stage in the evolving digital landscape and performance marketing strategies must evolve to stay relevant, effective – and of course, safe. The following provides two POVs addressing these changes.

Remember a few years ago when marketing “personalization” hit the scene? Male return visitors saw Version A, women aged 25-34 with two kids saw Version C, and so on. It was a better solution than the previous one-size-fits-all approach, but nowhere close to the reality of true personalization consumers currently expect.

There is a new method of getting the proverbial message to the right person at the right time. Google, Bing, Facebook, and others have shifted their ad-serving logic to incorporate AI into their decision-making processes for which ad is best served to an individual. This new functionality means a reformation of best practice strategies is in order. And these new practices are starkly in contrast to long-standing successful tactics. So, some relearning is in order to kickstart your campaigns for growth and ROI.

For Gen Z, their path to adulthood has been shaped by immense uncertainty, concern, and change — requiring them to be flexible and adaptable as they find their footing. As a group they can be seen as thoughtful or fickle, collaborative or self-obsessed, humorous or righteous. This ability to embrace contradiction defines their uniqueness as a generation, but can be a puzzle for marketers. As Gen Z amasses spending power, knowing what influences their decision-making and gains their loyalty can be difficult to pin down. Here are six notable ways to relate to Gen Z and provide them unquestionable value.

Novelty marketing has seen an uptick over the past few years. Unusual product offerings and spokespeople have popped up more frequently, ranging from Peeps-textured nail polish to Odd Couple-type pairings of celebrities and products. Perhaps the tactic’s best and most long-lasting example is the Oscar Meyer Wienermobile, but other brands have tried various unexpected campaigns to increase their relevance and reach. Ultimately, whether a shock-value campaign is beneficial for a brand greatly depends on their approach — and their understanding of their existing audience.