Katarzyna Wiśniewska
Grzegorz Kurowski



Performance e-Marketing


The article describes an idea of Performance e-Marketing (PeM). PeM aims at achieving targets which are connected directly with sales. It is not about creating brands, but rather consuming the power gained by brands and directing it on particular activities of clients. Naturally, the most desired activity is buying a product in an online-shop. PeM is usually divided into three parts: advertising campaign which aims at attracting clients to a company's website, inducing a client to perform desired action and tools which monitor or process the action. The most effective advertising tools in PeM are: Search Engine Marketing, Email Marketing, Affiliate Marketing and Direct Response Advertising, all described in the article.