绩效营销现状报告

It's Time to Reframe for Strategic Growth Contents 03 ExecutiveForeword ExecutiveSummary ThePerformanceParadox WherePerformanceis Heading 06 20 TheMeasurementGap Buildingthe Capacity 33 StrategicImplications Conclusion 30 A Note fromMarissa Dacay Today's customers expect more.More content.Morepersonalization.More meaningful experiences.Meeting these demands isn't a differentiator, it's thenewbaseline. Global VP, Enterprise Marketing No one is betterequipped to meet thesedemandsthan marketers.Weknow ouraudiences and howtoweave data-driven insights and creativity together todeliverthekinds of experiences customers deserve.While the mounting pressure is real - to prove ROl,move faster, protect the brand,and do more with lesstheopportunity is just as real, especiallyasweentera new era of performance-driven marketing with Al. Inthisreport,weuncoverwhyperformancemarketing is the critical link between strategy andbusiness outcomes. Performance-driven marketingactivities make up nearly 60% of marketing's budget,proving that it's a reliable lever for driving growth underpressure. Despite this, as we learned from marketingleaders around the world and across industries, fewrealize its full potential. They're held back by pressureto prove short-term results, limitations with scalingcontent velocity, and an inability to act on real-timeinsights. Plus, gaps in talent, training, and Al confidencekeep them from leveling up. Sound familiar? We put this report together to share these insights and,most importantly,the actionable takeaways you needto succeed as you reinvent your teams in the era of Al. Marissa ExecutiveSummary Forthe inaugural The State of Performance Marketing report, MMA Globalsurveyed more than 380 senior marketers across North America, EMEA, andJAPAC. The findings bring into sharp focus a longstanding duality at the heartof modern marketing: the need to balance short-term spending with longterm growth outcomes. Performance marketing was once defined by speedand automation. Now, it's a precision-driven growth strategy that tiesmarketing investment directly to measurable business outcomes. In today'sclimate of increased accountability and digital acceleration, it offers a uniquestrategic advantage one anchored in data, focused on results, and built todeliver impact under pressure.Performance marketing often uses most of themarketing budget, absorbing nearly 60% of total spend. But strikingly, fewcompanies are laying the strategic foundation needed torealize its full potential. This paradox reveals a deeper tension in how marketing is managed todayEight in ten marketers claim to aim for a balanced marketing approach acrossbrand, performance, and customer experience rather than being driven solelyby performance. Yet in practice, performance spending continues to grow, asshort-term pressures from the C-suite and quarterly reviews lead to reactivebudget shifts. Over 380senior marketerssurveyed, spanninga host of industries While performance marketing is becoming more sophisticated - driven bydata-led targeting, agile activation, and a focus on measurable outcomes .it's also becoming far more complex. Marketers now deploy an average offour audience-targeting approaches and manage martech stacks consisting ofeight different tools to launch and measure a single campaign, addingoperational strain to already stretched teams Marketersreport lowconfidenceintheir ability toevolve theirperformance. Measurement remains one ofperformancemarketing'smost significant hurdles, as marketers struggle to reconcilethe slow pace and rigor of tools like marketing mixmodeling (MMM) with the immediacy of real-timeengagement data. The latter, while highly accessible, maynot be robust enough to support budget allocationdecisions. In addition to these broad challenges inmeasuring performance marketing, companies face theirown unique hurdles that vary by marketing approach:brand-led organizations struggle with ROl visibilityperformance-led teams cite speed and resourceconstraints, and customer experience- (Cx) led companiesgrapple with activating insights effectively Multiple other capability gaps limit marketers'capacityto solidify their real-time insights and attribution to createpersonalized content. Specifically, marketers report lowconfidence in their ability to evolve their performance interms of data, talent, and martech. Only half of marketersfeel prepared when it comes to first- and zero-party data,while martech integration is seen as an important challengefor over 70% of survey respondents. Adding to this, only25% express strong satisfaction with talent and traininginvestments. While Al adoption is growing - particularlyin content versioning,targeting,and planningconcernsabout quality and control continue to hold many backfromfully participating with the technology fully. Looking ahead, marketers are prioritizing investment in measurement,attribution, and content automation to meet rising demands f