MARKETING 46.
Performance marketing
Performance marketing involves evaluating both financial and non-financial returns from marketing activities and programs. As discussed earlier, top marketers are moving beyond just sales revenue, focusing on metrics like market share, customer retention, customer satisfaction, product quality, and more. They are also considering the broader legal, ethical, social, and environmental impacts of their marketing efforts.
Ben & Jerry’s, for example, embraced the performance marketing concept from the start by shifting the traditional financial focus to a "double bottom line" that included measuring the environmental impact of their products and operations. Over time, this evolved into a "triple bottom line" approach, which considers the social impacts—both positive and negative—of the company’s entire range of business activities.
However, many companies have failed to meet their legal and ethical responsibilities, leading to growing consumer demand for more responsible business practices. Research indicates that at least one-third of global consumers believe that banks, insurance providers, and packaged-food companies should be subject to stricter regulations.
