Performance marketing: exploring the new approach to promotion in the digital space

The article is dedicated to the study of the concept of performance marketing as a new direction in digital marketing focused on achieving specific and measurable results. The aims of the research are to develop and theoretically substantiate the performance marketing as an independent approach as well as to define its role in modern marketing practices. The study addresses the following objectives: identifying the key features and advantages of the performance marketing; analysing its impact on the strategic development of companies; investigating methodologies to measure the effectiveness of advertising campaigns (including CPC (сost per сlick) and CPA (cost per action); exploring approaches to optimise marketing investments with the help of unit economics. The concept of the performance marketing is introduced, and its principles are formulated that focus not only on technological aspects but also on analytical and managerial approaches which facilitate the achievement of marketing goals and objectives related to management strategies of the marketing investments. This creates conditions for the development of concepts and models applicable in various contexts, regardless of technologies or platforms used, and makes the theoretical conclusions both universal and significant for the further development of marketing theory. The proposed principles emphasise controllability and adaptability of processes, taking the research beyond the analysis of specific technologies or tools and directing it towards the study of strategies for managing the marketing investments.