eMarketer: Performance Marketing Helps Retailers Connect Their Short-Term and Long-Term Goals

An Interview with Diana Gordon, Senior Partner and Director, Shop+, Mindshare North America

As measurement tools improve, retailers can see how their marketing efforts—not just those easily tracked online—drive actions at different stages in the customer journey. This is also why essentially all types of marketing can now be considered performance marketing, according to Diana Gordon, senior partner at Mindshare North America and director of Shop+, the agency’s commerce division. eMarketer’s Tricia Carr spoke with Gordon about notable trends in performance marketing for retailers and where Google, Facebook and Amazon.com come into play.

eMarketer: How does Mindshare define performance marketing?

Diana Gordon: We don’t think of performance as a vertical specialty. We think of it as an end-to-end marketing solution. We recognize its universal appeal to all of our clients. The approach we take is to create a holistic brand-to-demand view of our clients’ businesses. That allows us to show our clients how connected communications that speak to the consumer across all the different phases of their journey can deliver against both their short-term and long-term business goals.

Hear more from Diana Gordon and read the entire interview here. [Note: eMarketer login is required].