Performance marketing is a digital marketing strategy that focuses on driving specific actions or behaviors that lead to sales or conversions. It involves paying for marketing efforts based on the performance or results achieved, rather than simply for the exposure or reach of the campaign.

The key principle of performance marketing is to track and measure the effectiveness of marketing campaigns in real-time, allowing marketers to optimize their strategies and allocate budgets more efficiently. This approach enables businesses to maximize their return on investment (ROI) by investing in channels and tactics that deliver the desired outcomes.

There are several performance marketing strategies that can be used to boost sales:

1. Affiliate Marketing: This strategy involves partnering with affiliates who promote your products or services on their websites or platforms. Affiliates are rewarded with a commission for each sale or conversion they generate. Examples of affiliate marketing platforms include Amazon Associates, Commission Junction, and ShareASale.

2. Search Engine Marketing (SEM): SEM involves advertising on search engines like Google or Bing, using paid search ads or pay-per-click (PPC) campaigns. By targeting specific keywords related to your products or services, you can increase visibility and drive relevant traffic to your website. Google Ads and Microsoft Advertising are popular SEM platforms.

3. Display Advertising: Display ads are graphical or visual advertisements that are placed on websites, social media platforms, or mobile apps. These ads can be targeted based on demographics, interests, or online behavior. Display advertising networks like Google Display Network and Facebook Ads offer extensive reach and targeting options.

4. Influencer Marketing: Influencer marketing leverages the popularity and influence of individuals or social media personalities to promote products or services. By partnering with influencers who have a relevant audience, businesses can reach a more targeted customer base. Examples of influencer marketing platforms include Instagram, YouTube, and TikTok.

5. Email Marketing: Email marketing involves sending targeted promotional messages or newsletters to a list of subscribers. By segmenting the email list based on customer preferences or behavior, businesses can deliver personalized content and offers, increasing the chances of conversion. Email marketing platforms like Mailchimp and Constant Contact offer automation and tracking features.

6. Retargeting: Retargeting, also known as remarketing, involves displaying ads to users who have previously visited your website or shown interest in your products. By reminding potential customers of your offerings, retargeting campaigns aim to increase brand recall and encourage conversions. Google Ads and Facebook Ads provide retargeting options.

It is important to note that the success of performance marketing strategies depends on proper planning, tracking, and optimization. Businesses should set specific goals, define key performance indicators (KPIs), and regularly analyze data to make informed decisions and improve campaign performance.

References:
- https://www.wordstream.com/blog/ws/2017/08/14/performance-marketing
- https://www.bigcommerce.com/blog/performance-marketing/
- https://www.singlegrain.com/digital-marketing/what-is-performance-marketing/