7 performance marketing skills to learn in 2022

The new year is here with a whole new set of opportunities and possibilities for businesses to exploit. Any business seeking growth and profitability in today’s industrial landscape must be well informed of market trends and patterns in order to gain a competitive advantage.

Identifying trends and learning how they can be capitalized on is a difficult process. One can start this by getting up to date on current business and market conditions. It is also crucial to understand the implications of such conditions for the area in which their respective business activities operate.

The field of performance marketing has completely changed in recent times, given the rapid advancements in technology. Any business operating in a technology-driven and digitization-driven field needs to stay abreast of advancements in order to grow further. These changes have had a significant impact on the type of skills and people needed to run the operations of a performance marketing business. Some must-have skills for people working in the performance marketing industry are listed as follows:

Marketing automation: What was once a possibility is now a standard. Industries across all sectors are infusing automation into their daily processes to gain precision. The benefits of automation manifest themselves in the form of speed, accuracy and cost efficiency.

In performance marketing, automated tools and software are used to record and analyze consumer behavior and habits. These tools help identify potential audiences and leads. Even the process of converting those leads into sales is automated. Marketing automation aims to boost the sales funnel, which leads to increased conversions. Thus, knowing how to exploit and use automation tools and software in the field of performance marketing is a valuable skill today.

Video marketing: With the audience’s attention span reduced to just 8 seconds, it’s crucial for a campaign to creatively communicate as much information in as little time as possible. This trend has led to an increase in the importance and use of video ads. Videos have now evolved from a means of entertainment to a powerful promotion and lead generation tool these days. This has made video marketing skills increasingly relevant in the field of performance marketing.

Blog marketing: Blogs are one of the few types of content that people willingly seek out. Posting informative articles about company offerings on the company’s website can make it easier to generate and convert leads. Therefore, knowing how to create informative and conversion-focused content is a valuable skill in the performance marketing industry.

Data analysis: Data analytics is an area that has taken on extreme importance lately, and rightly so. Having data alone does not yield the desired results in the absence of proper data analytics. Analyzing trends and customer patterns can help a performance marketing agency filter its target audience and generate more leads. It facilitates decision making, saves time, money and minimizes errors. Thus, data analysis is a skill whose demand is growing in the field of performance marketing.

Omnichannel strategy: Omnichannel strategy, also known as Integrated Marketing Communications (IMC), refers to the approach whereby brands connect with their consumers through channels such as websites, mobile apps, social media, etc., and provide interactive experiences.

The omnichannel strategy is the foundation of successful brand awareness. With the help of this strategy, brands can improve and streamline the consumer experience. Big names like Zomato, Fevicol, Dunzo, Netflix and many more are already making the most of the digital bandwagon through this approach. This is why having the knowledge of formulating and implementing an omnichannel strategy can help you stand out in performance marketing and create user experiences.

Design for conversion: Not all design campaigns bring results unless they involve design expertise. Learning how to design results-driven campaigns is another important skill to consider in performance marketing. It’s psychologically proven that from product placement to choosing the right colors, every element plays an important role in helping conversion. Therefore, understanding design is essential for a career in this field.

Writing : Copywriting refers to the skill of writing promotional content for a given product or company. Good copy captures the audience’s attention and encourages them to buy your product or services. The relevance and importance of content in advertising has been prevalent for ages, and therefore good copywriting is a must-have skill for performance marketing companies.


The field of performance marketing, like many others, has evolved in recent times in terms of operations and employee requirements. The field has updated its technology and digital facets and is now looking for professionals who are proficient in using the tools and strategies of the new era.

William L. Hart