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Revolutionising brand engagement: Empowering full-funnel affiliate marketing strategies using Performance PR
Journal of Brand Strategy,
13
(4),
334-345
(2024)
Abstract
In the evolving landscape of digital marketing, traditional public relations (PR) practice is increasingly being supplemented or replaced by Performance PR, a data-driven approach that emphasises measurable outcomes such as conversion rates and return on investment. This study explores the integration of Performance PR with affiliate marketing strategies to enhance brand engagement, credibility and visibility. Through detailed analysis of case studies involving BBQGuys, Paravel, The Bouqs, RoseSkinCo and PAX, the paper demonstrates how these methods contribute to significant business results. The paper also addresses the ethical considerations inherent in Performance PR and provides practical recommendations for its implementation in contemporary digital branding strategies.
Keywords: Performance PR; affiliate marketing; digital marketing; brand engagement; consumer trust; data analytics; ethical considerations; case studies
The full article is available to subscribers to the journal.
Author's Biography
Safwan Khalid is a Senior Growth Marketing Manager at Gen3 Marketing, where he blends his expertise in machine learning and artificial intelligence with marketing technology to steer business growth. His double master’s degrees in computational mathematics and data analytics, alongside marketing, underpin his innovative strategies that scale marketing operations for startups and Fortune 100 companies alike. Safwan’s data-centric marketing prowess is a driving force behind enhanced market engagement and measurable business advancement.
Yesica Lepe Cohen is the founder and Director of the Performance PR division at Gen3 Marketing, where she guides brands towards exponential e-commerce growth through the melding of effective public relations strategies and highperforming affiliate partnerships that result in measurable credibility, awareness and return on investment. She has more than nine years’ experience in affiliate marketing and Performance PR.
Jacob Crompton-Schreiber is an Associate Director for Performance PR at Gen3 Marketing, where he helps drive e-commerce growth for leading brands through innovative strategies that combine the awareness of public relations with the returns associated with affiliate marketing. He has several years’ experience in both public relations and affiliate marketing.
