A recent partnership between performance marketing agency AffiliateTraction and performance marketing technology provider Impact Radius resulted in the release of a new solution to help AffiliateTraction users manage their social media campaigns, and eventually generate more e-commerce revenue.
The end goal of the new program is to help AffiliateTraction's clients gain additional exposure with their performance-based social media campaigns, leading to incremental revenue growth over time.
Both partners seem to feel that tradtional social media marketing programs miss the point, relying too heavily on the campaigns to generate revenue when they are, in fact, awareness building tools. Because of this, most performance marketing agencies aren't adequately incorporating, let alone tracking, the performance objectives of their clients.
According to the agency, the initial results of companies using the new solution, such as MattelShop.com, have seen social media promotions give them "genuine" growth opportunities.
"There are a lot of services that specialize in social media management. Not a lot of those services focus on the same metrics or results as performance marketing. That's probably because they can't effectively track results," says AffiliateTraction President and CEO Greg Shepard. "Impact Radius found a way to leverage social using the same performance requirements as our clients' affiliate programs. Our success with social is very exciting because it adds consumer offer distribution channels that we can track to the performance marketing arena."