Leveraging advanced technology is considered to be of the utmost importance in digital marketing. Yet, more often than not technology's role in driving results is often relegated to metrics, data and algorithms. Not in this blog post! Today, the technological infrastructure of an online performance marketing agency gets its moment in the sun.
If a major client demands immediate turnaround on an email marketing initiative reaching 200,000 subscribers, online marketers have to be ready to deliver. Suppose a client makes an immediate request for new servers. What if you are out of the office - on the road in between calls or relaxing on the beach? Remember, being an online performance marketing leader means always being available.
Expertise in a given channel is important. But developing and maintaining a strong, centralized technological infrastructure can be a performance game changer. This can transform email management into the equivalent of an Internet Service Provider (ISP) able to generate upwards of hundreds of millions of emails per day. A robust infrastructure can also provision new equipment immediately from any remote connection. The impact on client management is massive; immediate response times are improved and the ability to meet client needs at granular levels is enhanced. It will set you apart in the performance marketing space.
All this talk of infrastructure might be confusing and intimidating but forward-thinking technology is extremely valuable to your overall operations. So let's hear it for infrastructure! The right mix of expertise and technology will keep your performance ahead of the pack.
lunes, 14 de marzo de 2011
lunes, 7 de marzo de 2011
The World According to Mark
Here's more evidence that this is Mark Zuckerberg's world and we are all just living in it. Facebook is essentially giving privacy advocates and members of Congress the finger by insisting it will continue sharing user home addresses and cell-phone numbers with third-party developers. Users will be given the opportunity to opt-out of the sharing but many remain unhappy.
If this is Planet Zuckerberg, online performance marketers are pleased to be its inhabitants. Facebook is the dominant force in social networking. It has changed the digital game making social media a necessary performance channel, one that when properly leveraged can significantly increase leads and improve ROI. Social media is driven by information sharing. The Facebook Like feature has revolutionized brand building and buyer awareness. If people were truly wary of sharing information, Facebook would be inconsequential.
The privacy debate is an old one. For privacy advocates and politicians looking to garner favor with constituents, it is a hard argument to win - especially when advocacy groups like the ACLU and Electronic Frontier Foundation, not to mention Washington politicians, have Facebook accounts.
If this is Planet Zuckerberg, online performance marketers are pleased to be its inhabitants. Facebook is the dominant force in social networking. It has changed the digital game making social media a necessary performance channel, one that when properly leveraged can significantly increase leads and improve ROI. Social media is driven by information sharing. The Facebook Like feature has revolutionized brand building and buyer awareness. If people were truly wary of sharing information, Facebook would be inconsequential.
The privacy debate is an old one. For privacy advocates and politicians looking to garner favor with constituents, it is a hard argument to win - especially when advocacy groups like the ACLU and Electronic Frontier Foundation, not to mention Washington politicians, have Facebook accounts.
lunes, 28 de febrero de 2011
Online Couponing Quite a Branding Coup
Online performance marketers understand that targeting the right offer to the right consumer is the name of the game. By leveraging performance-based media across a variety of channels including display advertising, search, affiliate, email marketing and social networks, advertisers and marketers can help brands better locate relevant customers. This brings us to digital couponing.
According to Kantar Media, digital couponing increased across key CPG websites in 2010 by close to 60%. This includes a 23% increase in digital coupons offered to consumers by over 260 manufacturers. Unlike their paper forerunners, they offer consumers a convenient, and dare I say even trendy means of saving money. Perhaps more importantly, they create brand awareness and drive results for advertisers and marketers at the all-important local level. Local is so "of the moment" I expected it to be working the katwalk during Fashion Week.
Still, some doubt digital couponing has legs. They believe it to be nothing more than a way to grab the attention of the fickle deal seeker at the expense of true relationship building with consumers. And though that might be the case, how's that working out for Groupon?
According to Kantar Media, digital couponing increased across key CPG websites in 2010 by close to 60%. This includes a 23% increase in digital coupons offered to consumers by over 260 manufacturers. Unlike their paper forerunners, they offer consumers a convenient, and dare I say even trendy means of saving money. Perhaps more importantly, they create brand awareness and drive results for advertisers and marketers at the all-important local level. Local is so "of the moment" I expected it to be working the katwalk during Fashion Week.
Still, some doubt digital couponing has legs. They believe it to be nothing more than a way to grab the attention of the fickle deal seeker at the expense of true relationship building with consumers. And though that might be the case, how's that working out for Groupon?
lunes, 21 de febrero de 2011
The Happiness Metric - Coming to a Campaign Near You
This past January, Coca-Cola completed a year-long social and global initiative called Expedition 206. It sounds like something you'd expect to see coming to your neighborhood IMAX theatre. No, Expedition 206 was not intended to be the next Hollywood blockbuster. It was engagement on an epic scale. The brand selected three random Joes and Janes to act as Happiness Ambassadors. This involved travelling to 206 countries and spreading the gospel according to Coke through various social channels. The idea of a big brand leveraging Happiness Ambassadors might seem a little hokey. After all, every social media user has the potential to be a Happiness Ambassador. That's the benefit of earned media. But what makes Expedition 206 rather impressive is that it was actually a hyper-local, hyper-social campaign.
Coke's Happiness Ambassadors journeyed to countries like the Ukraine, the Dominican Republic and Bermuda - regions with little to no social network presence. Some locations readily adopted social media while others had a hard time generating followers. But that did not stop Team Happiness from spreading Cheery Coke messaging. Social actually became social - word of mouth communication, one on one chats, and even sincere invitations to people's homes for dinner.
Yes, there were significant digital results. Expedition206.com and the big three social networks - Facebook, Twitter and YouTube - drove over 650 million impressions. But whether Coke meant to or not, the brand brought a renewed emphasis to the human element of social connection. Understandably, measuring handshakes would be nothing short of a logistical nightmare. Social media likes and tweets are rightly becoming the brand value measurement standard for digital campaigns. But in an industry that utilizes social networks to drive users to offline locations with increasing regularity, human happiness must count for something. Coke certainly thinks so. Expedition 206 The Sequel, anyone?
Coke's Happiness Ambassadors journeyed to countries like the Ukraine, the Dominican Republic and Bermuda - regions with little to no social network presence. Some locations readily adopted social media while others had a hard time generating followers. But that did not stop Team Happiness from spreading Cheery Coke messaging. Social actually became social - word of mouth communication, one on one chats, and even sincere invitations to people's homes for dinner.
Yes, there were significant digital results. Expedition206.com and the big three social networks - Facebook, Twitter and YouTube - drove over 650 million impressions. But whether Coke meant to or not, the brand brought a renewed emphasis to the human element of social connection. Understandably, measuring handshakes would be nothing short of a logistical nightmare. Social media likes and tweets are rightly becoming the brand value measurement standard for digital campaigns. But in an industry that utilizes social networks to drive users to offline locations with increasing regularity, human happiness must count for something. Coke certainly thinks so. Expedition 206 The Sequel, anyone?
lunes, 14 de febrero de 2011
Does Social Media Spark Social Change?
Social media is fundamentally changing the way people communicate and conduct their everyday lives. The political uprisings in Tunisia and Egypt are extreme reflections of this phenomenon.
From a marketing perspective, the situations in both regions amount to an earned media success story. Earned media refers to positive press garnered through free promotional initiatives – second-by-second tweets, Facebook posts and YouTube videos highlighting the mass injustices being perpetrated on the people. Social traffic driven by Twitter followers, Facebook messaging, or viral YouTube plays cannot be bought or scheduled. The results of an earned social media campaign must be organic online and offline.
Digital companies utilize social networks as virtually zero-cost user engagement tools that increase traffic, brand awareness and engagement. If these networks can be trusted to deliver highly measurable revenue for small to large scale businesses globally, why is it hard to fathom that, if properly leveraged, social media could politically unify and engage society?
There are varying opinions among regional experts, bloggers and mainstream journalists trying to quantify social media’s role in sparking each uprising. It would be irresponsible to christen Twitter as the next revolutionary hope. But to reject the notion that Twitter and Facebook effectively united and rapidly motivated Tunisians and Egyptians to act - with little else invested but a desire for change - is to deny the powerful far-reaching engagement potential of social media.
From a marketing perspective, the situations in both regions amount to an earned media success story. Earned media refers to positive press garnered through free promotional initiatives – second-by-second tweets, Facebook posts and YouTube videos highlighting the mass injustices being perpetrated on the people. Social traffic driven by Twitter followers, Facebook messaging, or viral YouTube plays cannot be bought or scheduled. The results of an earned social media campaign must be organic online and offline.
Digital companies utilize social networks as virtually zero-cost user engagement tools that increase traffic, brand awareness and engagement. If these networks can be trusted to deliver highly measurable revenue for small to large scale businesses globally, why is it hard to fathom that, if properly leveraged, social media could politically unify and engage society?
There are varying opinions among regional experts, bloggers and mainstream journalists trying to quantify social media’s role in sparking each uprising. It would be irresponsible to christen Twitter as the next revolutionary hope. But to reject the notion that Twitter and Facebook effectively united and rapidly motivated Tunisians and Egyptians to act - with little else invested but a desire for change - is to deny the powerful far-reaching engagement potential of social media.
lunes, 7 de febrero de 2011
Social Less Than Super
It is the Monday after the Super Bowl. One city is thrilled, one city is miserable and a bunch of cities in between had no emotional stake in it whatsoever unless you consider the office pool to be such an investment. On Super Bowl Sunday, the main attraction is the game itself but it is also that special day when advertisers pull out all the stops to score a brand awareness touchdown. Last night, those stops included social media. Audi sought to drive results, pun very much intended, by incorporating a Twitter hashtag at the end of its minute-long commercial. YouTube and Facebook continued their practice of having users vote for their favorite ads. Call it the Super Engagement Bowl! But now it's time for some Monday Morning Quarterbacking courtesy of a new study from ForeSee Results.
The report found that only 5% of people visiting retail sites were directed there by social networks. Instead, search and email marketing initiatives were more likely to drive relevant user traffic to these sites. This illustrates a point this blog has made on several occasions. Social media is only as good as the performance marketing expertise behind it. A pretty Facebook wall, a fun Twitter feed or a video-filled You Tube account may make you think you are an active social media maven but these alone will do nothing for your bottom line. Success for a social media campaign should not be reaction-based. Success must be results-based.
It's too early to tell if Audi will profit from its hashtag ad or if the winning Facebook and YouTube spots will realize a significant sales boost. In the meantime, here's a little analogy marketers should keep top of mind. In every football game, a coach will make a call that will have fans cheering wildly or pulling their hair out. But if the play call manages to produce the desired result, a score or better still a win, it achieved the ultimate goal. To quote Lombardi - the coach and perhaps Tom Brady's favorite play - 'Winning isn't everything - it's the only thing.' When only 5% of Internet users are effectively leveraging social media, winning seems further away than many of us would care to admit.
The report found that only 5% of people visiting retail sites were directed there by social networks. Instead, search and email marketing initiatives were more likely to drive relevant user traffic to these sites. This illustrates a point this blog has made on several occasions. Social media is only as good as the performance marketing expertise behind it. A pretty Facebook wall, a fun Twitter feed or a video-filled You Tube account may make you think you are an active social media maven but these alone will do nothing for your bottom line. Success for a social media campaign should not be reaction-based. Success must be results-based.
It's too early to tell if Audi will profit from its hashtag ad or if the winning Facebook and YouTube spots will realize a significant sales boost. In the meantime, here's a little analogy marketers should keep top of mind. In every football game, a coach will make a call that will have fans cheering wildly or pulling their hair out. But if the play call manages to produce the desired result, a score or better still a win, it achieved the ultimate goal. To quote Lombardi - the coach and perhaps Tom Brady's favorite play - 'Winning isn't everything - it's the only thing.' When only 5% of Internet users are effectively leveraging social media, winning seems further away than many of us would care to admit.
lunes, 31 de enero de 2011
PPC is not for Miss Cleo
The development of forward thinking proprietary technology that can predict major Pay-Per-Click (PPC) outcomes such as conversions, revenue, and ROI is a current industry trend. Predictive optimization is one such advancement; a bid management tool used primarily at the keyword level. It establishes optimal bids for advertisers by leveraging historical and overall performance data. If properly implemented, predictive optimization could allow those in paid search to focus more on driving revenue rather than costly bidding and monotonous keyword practices.
Predictive optimization involves analyzing complex outcome and predictor variables to come up with a best fit line. The line illustrates, with the least amount of possible error, the relationship between your predictor and outcome variables. In addition to the regression line, the process also produces massive migraines affecting laymen and search professionals alike. Feeling one coming on? Go pop an Advil. Back? Great. OK, simply speaking, predictive optimization helps you determine your ultimate ROI, cost-per-click and click-through rate.
For predictive optimization to truly be effective, it must adhere to a cycle of continuous improvement – ongoing testing, analyzing and evaluating. This is where many agencies cease and desist with their predictive program. That’s a problem because the power of predictive optimization is in the data, which changes rapidly in the short-term and the long-term. If an agency does not disclose the statistical significance of their models, how can folks be expected to trust their predictions? Accepting the results of a linear regression without at least knowing the significance of the model is like accepting a loan without knowing the interest rate. The results could be devastating.
Predictive optimization can be a useful, even revolutionary proprietary tool – if utilized correctly. It is the responsibility of performance marketers to thoroughly investigate such predictions before we implement them into PPC campaigns.
Predictive optimization involves analyzing complex outcome and predictor variables to come up with a best fit line. The line illustrates, with the least amount of possible error, the relationship between your predictor and outcome variables. In addition to the regression line, the process also produces massive migraines affecting laymen and search professionals alike. Feeling one coming on? Go pop an Advil. Back? Great. OK, simply speaking, predictive optimization helps you determine your ultimate ROI, cost-per-click and click-through rate.
For predictive optimization to truly be effective, it must adhere to a cycle of continuous improvement – ongoing testing, analyzing and evaluating. This is where many agencies cease and desist with their predictive program. That’s a problem because the power of predictive optimization is in the data, which changes rapidly in the short-term and the long-term. If an agency does not disclose the statistical significance of their models, how can folks be expected to trust their predictions? Accepting the results of a linear regression without at least knowing the significance of the model is like accepting a loan without knowing the interest rate. The results could be devastating.
Predictive optimization can be a useful, even revolutionary proprietary tool – if utilized correctly. It is the responsibility of performance marketers to thoroughly investigate such predictions before we implement them into PPC campaigns.
lunes, 24 de enero de 2011
Are You Targeting a Loss?
As digital marketers embark on a new year of monetizing the social space to drive results for advertisers and clients, it is more important than ever to keep your targeting practices on course. If 2010 was about the unprecedented power of Facebook, 2011 looks to be about leveraging all things local. But in an increasingly fragmented online market, local may not always include your neck of the woods. For instance, Groupon subscribers living in Brooklyn also receive offers for the other four New York boroughs. Given the couponing site’s high level of success, this may not seem like that big of a deal especially in a major metropolitan city. However, online performance marketers incorporating such subscription-based offers into their client campaigns rely on optimized, precise audience targeting to maximize ROI. They need customers to drive the deal. And if the customers can’t be found, well, fill in the blanks.
I was recently emailed a Groupon offer for a Staten Island lounge – get $40 worth of drinks and eats for $20. That would be appealing if I lived on Staten Island. By emailing me this promotion, Groupon did the lounge a major disservice. I’m one less person making a commitment to patronize this establishment. That’s not costing me anything but for the lounge, which is already losing 50% of its potential profitability by leveraging Groupon, my lack of interest is a big blow.
Performance marketers should stress the importance of precise localized targeting with new and existing clients. There is no question that Groupon has been and should continue to be successful. Still, the Staten Island lounge would have been wise to utilize performance-based experts familiar with maximizing social and local reach. After all, it’s about driving results for your business model and not for one healthy enough to reject Google.
I was recently emailed a Groupon offer for a Staten Island lounge – get $40 worth of drinks and eats for $20. That would be appealing if I lived on Staten Island. By emailing me this promotion, Groupon did the lounge a major disservice. I’m one less person making a commitment to patronize this establishment. That’s not costing me anything but for the lounge, which is already losing 50% of its potential profitability by leveraging Groupon, my lack of interest is a big blow.
Performance marketers should stress the importance of precise localized targeting with new and existing clients. There is no question that Groupon has been and should continue to be successful. Still, the Staten Island lounge would have been wise to utilize performance-based experts familiar with maximizing social and local reach. After all, it’s about driving results for your business model and not for one healthy enough to reject Google.
lunes, 17 de enero de 2011
The Science behind SEO
Allow me to take a trip down search memory lane. With the advancements in social and mobile mediums, it may be hard to remember a time when algorithms were the star of the SEO show. In fact, the science of SEO is what enables marketers to deliver high performing campaigns. This is worth remembering, if only for a Monday morning blog.
For the majority of SEO experts, driving qualified, relevant search results for high page rankings and conversion rates is the pinnacle of success. The search algorithms used to calculate SEO rankings are continuously evolving as search engines try to take advantage of proprietary technology. For instance, Google used the algorithm PageRank to kick start its monumental industry rise. But in keeping with the need to improve, search marketers understand that it was the algorithm Hilltop that helped Google peak.
Establishing link authority was proving to be too difficult for PageRank. There wasn’t a criterion in place for determining link authority, which enabled links from irrelevant sources to rank high. The Hilltop algorithm is similar to Google PageRank in that the amount and quality of inbound links constitutes the ranking. But unlike PageRank, Hilltop only considers "expert" sources from authority sites when evaluating incoming links.
Since SEO programs rely on relevancy for high performance, Hilltop was and continues to be an important member of the Google algorithm family. It is a testament to its functionality and utility that Hilltop, along with Google’s many search algorithms, remain significant SEO metrics.
For the majority of SEO experts, driving qualified, relevant search results for high page rankings and conversion rates is the pinnacle of success. The search algorithms used to calculate SEO rankings are continuously evolving as search engines try to take advantage of proprietary technology. For instance, Google used the algorithm PageRank to kick start its monumental industry rise. But in keeping with the need to improve, search marketers understand that it was the algorithm Hilltop that helped Google peak.
Establishing link authority was proving to be too difficult for PageRank. There wasn’t a criterion in place for determining link authority, which enabled links from irrelevant sources to rank high. The Hilltop algorithm is similar to Google PageRank in that the amount and quality of inbound links constitutes the ranking. But unlike PageRank, Hilltop only considers "expert" sources from authority sites when evaluating incoming links.
Since SEO programs rely on relevancy for high performance, Hilltop was and continues to be an important member of the Google algorithm family. It is a testament to its functionality and utility that Hilltop, along with Google’s many search algorithms, remain significant SEO metrics.
lunes, 10 de enero de 2011
If Your Business is Going Social, Remember to Socialize Your Staff
It’s no secret that small and large businesses alike are determined to incorporate social media into their 2011 growth strategies. Yes, Facebook will lead the way but location-based network Foursquare gained steam in 2010. The premise of Foursquare is that Internet users check-in - either at home, work or via a mobile device - to retail shops, movies and restaurants for present and future discounts. Businesses benefit by driving visits to their websites and physical locations. Social media campaigns generate buzz among potential customers. But what about creating buzz among employees?
My friends and I recently hung out at a lounge, one that was offering a Foursquare promotion involving patrons getting free chocolate covered strawberries. Free is good. When our server approached our table, we informed her of the promotion.
“What’s Foursquare? I never heard of it.” The server’s words blew my mind. Clearly confused, she turned to her manager, who confirmed the promotion. Moments later, the pro bono fruit arrived.
I suppose this could be considered a check-in success story. The people prevailed. Yay democracy! And yet, this could have been a major fail for the bar. In the case of the strawberries, the Foursquare offer undoubtedly helped solidify an already loyal client base. But if we were new to the lounge, the server’s naiveté might have seemed less endearing and more incompetent. In order for these types of online to offline social media campaigns to be successful, employees of these businesses must be kept in the know. That goes for any corporate model.
Leveraging social media can drive results for business. However, it can also drive prospective customers away if they sense your internal structure could use some social ripening.
My friends and I recently hung out at a lounge, one that was offering a Foursquare promotion involving patrons getting free chocolate covered strawberries. Free is good. When our server approached our table, we informed her of the promotion.
“What’s Foursquare? I never heard of it.” The server’s words blew my mind. Clearly confused, she turned to her manager, who confirmed the promotion. Moments later, the pro bono fruit arrived.
I suppose this could be considered a check-in success story. The people prevailed. Yay democracy! And yet, this could have been a major fail for the bar. In the case of the strawberries, the Foursquare offer undoubtedly helped solidify an already loyal client base. But if we were new to the lounge, the server’s naiveté might have seemed less endearing and more incompetent. In order for these types of online to offline social media campaigns to be successful, employees of these businesses must be kept in the know. That goes for any corporate model.
Leveraging social media can drive results for business. However, it can also drive prospective customers away if they sense your internal structure could use some social ripening.
jueves, 30 de diciembre de 2010
Don’t Settle for the Proverbial End of the Year Top 10 List
It is a rite of passage in every facet of life, in every genre of business, in every bit of personal reflection and in every David Letterman episode. As the year comes to a close, clichéd top ten lists abound. In performance marketing, the following top ten lists are most prevalent:
The Top Ten Email Marketing Campaigns
The Top Ten Search Initiatives
The Top Ten Affiliate Programs
The Top Ten Moments in Social Media
Yada Yada. Yawn.
Top Ten lists do have a way of wrapping up the year into a tidy bow of performance. But online performance marketing is not that simplistic. A performance campaign, regardless of the channel, should never be wrapped up. It must be continuously improved upon, optimized and tracked. In this way, the campaign never completely comes to an end. There should always be an improvement strategy in place.
This calls for something akin to an Anti-Top Ten List. Not just for the end of this year but for years to come.
The Top Ten List of Performance Marketing Dont's
1 - Don't settle for your current conversion rates. Rely on performance expertise to conduct continual testing and drive better results
2 - Don't sit back and rely on the status quo. Revise and optimize your content to increase relevant traffic
3 - Don't join the first affiliate network you find. Connect with a robust, trustworthy network to successfully expand your reach
4 - Don't link for the sake of linking. Implement a sound link building strategy to improve popularity and authority
5 - Don't begin an email marketing campaign without proper targeting. Hit your target audience and drive conversions-to-sale
6 - Don't launch dynamic banner ads without a plan. Get the data needed to find the audience that will click and convert
7 - Don't create a Facebook page and call yourself a social media expert. Leverage knowledgeable social media professionals to drive traffic to your site and engage actionable consumers
8 - Don't lose sight of the profit potential of the Internet. Publishers must utilize digital marketing expertise to properly monetize their email lists, data acquisition campaigns, affiliate networks and display markets
9 - Don't neglect your lead database. Incorporate lead management strategies to maximize the effectiveness of your existing customer list and to better oversee your customer procurement approach
10 - Don't forget online performance marketing is about driving results. Make sure clients understand what they have to gain from incorporating expert digital marketing solutions into their campaigns
So as you pop your champagne corks and turn the calendar to 2011, keep this list top of mind. It will likely help you maximize your online reach, conversions and ROI in the present and future.
The Top Ten Email Marketing Campaigns
The Top Ten Search Initiatives
The Top Ten Affiliate Programs
The Top Ten Moments in Social Media
Yada Yada. Yawn.
Top Ten lists do have a way of wrapping up the year into a tidy bow of performance. But online performance marketing is not that simplistic. A performance campaign, regardless of the channel, should never be wrapped up. It must be continuously improved upon, optimized and tracked. In this way, the campaign never completely comes to an end. There should always be an improvement strategy in place.
This calls for something akin to an Anti-Top Ten List. Not just for the end of this year but for years to come.
The Top Ten List of Performance Marketing Dont's
1 - Don't settle for your current conversion rates. Rely on performance expertise to conduct continual testing and drive better results
2 - Don't sit back and rely on the status quo. Revise and optimize your content to increase relevant traffic
3 - Don't join the first affiliate network you find. Connect with a robust, trustworthy network to successfully expand your reach
4 - Don't link for the sake of linking. Implement a sound link building strategy to improve popularity and authority
5 - Don't begin an email marketing campaign without proper targeting. Hit your target audience and drive conversions-to-sale
6 - Don't launch dynamic banner ads without a plan. Get the data needed to find the audience that will click and convert
7 - Don't create a Facebook page and call yourself a social media expert. Leverage knowledgeable social media professionals to drive traffic to your site and engage actionable consumers
8 - Don't lose sight of the profit potential of the Internet. Publishers must utilize digital marketing expertise to properly monetize their email lists, data acquisition campaigns, affiliate networks and display markets
9 - Don't neglect your lead database. Incorporate lead management strategies to maximize the effectiveness of your existing customer list and to better oversee your customer procurement approach
10 - Don't forget online performance marketing is about driving results. Make sure clients understand what they have to gain from incorporating expert digital marketing solutions into their campaigns
So as you pop your champagne corks and turn the calendar to 2011, keep this list top of mind. It will likely help you maximize your online reach, conversions and ROI in the present and future.
lunes, 27 de diciembre de 2010
The Tangled Web of Net Neutrality
In today's political climate, it's not often that both sides of the congressional aisle spew their vitriol at one issue. And then this Net Neutrality thing took center stage last Tuesday.
"Net Neutrality" is both vague and intriguing. People love the Net. It has been a highly influential, innovative and inventive communication and profit generating tool for over twenty years. People like, in theory, neutrality. It suggests impartiality; a level playing field for consumers and corporations. Put the two terms together and you get, again theoretically, an "everybody wins", open yet protected Internet.
That's what makes Tuesday's Pro-Net Neutrality ruling so disconcerting. It doesn't go far enough in protecting the rights of users from Internet and mobile giants like Time Warner and AT&T. Transparency regulations are blurred. Content blocking rules differ along fixed, wireless and mobile lines. But the most striking faux pas of this ruling is the potential to implement a paid prioritization system, which would enable broadband providers to charge consumers in order to access certain programs and applications. And though the FCC on Wednesday came out strongly against paid priority citing language in the ruling to prevent such a measure, only time will tell if loopholes in the ruling will free communications corporations up.
The same can be said about the FCC's Net Neutrality regulations as a whole. With plenty of fist slamming being done on both sides, it's likely we haven't heard the last of this. Stay logged in.
"Net Neutrality" is both vague and intriguing. People love the Net. It has been a highly influential, innovative and inventive communication and profit generating tool for over twenty years. People like, in theory, neutrality. It suggests impartiality; a level playing field for consumers and corporations. Put the two terms together and you get, again theoretically, an "everybody wins", open yet protected Internet.
That's what makes Tuesday's Pro-Net Neutrality ruling so disconcerting. It doesn't go far enough in protecting the rights of users from Internet and mobile giants like Time Warner and AT&T. Transparency regulations are blurred. Content blocking rules differ along fixed, wireless and mobile lines. But the most striking faux pas of this ruling is the potential to implement a paid prioritization system, which would enable broadband providers to charge consumers in order to access certain programs and applications. And though the FCC on Wednesday came out strongly against paid priority citing language in the ruling to prevent such a measure, only time will tell if loopholes in the ruling will free communications corporations up.
The same can be said about the FCC's Net Neutrality regulations as a whole. With plenty of fist slamming being done on both sides, it's likely we haven't heard the last of this. Stay logged in.
lunes, 20 de diciembre de 2010
Internet Users + Television Viewers = Equal Engagement
A new study released by Forrester finds that the average US household spends as much time online as they do in front of the tube or flat screen. With only a couple of weeks to go until the start of 2011, these findings may give proponents of Internet TV something worthy of a champagne toast.
Since 2005, internet use has skyrocketed by 121% while television usage percentages have remained consistent. The easy accessibility of the web is a major factor; people go online at home, at work and via mobile phones. Now add TV to the mix. Accessibility to the web via your television beings convenience and user reach to a whole new level. This is an important consideration for advertisers and marketers looking to effectively target audiences for products and services.
As Google TV and other Internet TV options emerge in the coming year, digital and traditional marketers should think about joining forces to maximize consumer reach leveraging this new medium. In an earlier blog, I mentioned that the engagement ability of Google TV is hard to quantify. But on the heels of this Forrester study, I believe it makes the case for investing in Google TV easier to support.
Since 2005, internet use has skyrocketed by 121% while television usage percentages have remained consistent. The easy accessibility of the web is a major factor; people go online at home, at work and via mobile phones. Now add TV to the mix. Accessibility to the web via your television beings convenience and user reach to a whole new level. This is an important consideration for advertisers and marketers looking to effectively target audiences for products and services.
As Google TV and other Internet TV options emerge in the coming year, digital and traditional marketers should think about joining forces to maximize consumer reach leveraging this new medium. In an earlier blog, I mentioned that the engagement ability of Google TV is hard to quantify. But on the heels of this Forrester study, I believe it makes the case for investing in Google TV easier to support.
viernes, 17 de diciembre de 2010
Social Media’s Impact on the CPG Industry
By: Mitch Tuch, MediaWhiz GM of Data Acquisition
According to a recent Forrester study, people are no longer steadfast in their support for certain Consumer Packaged Goods (CPG) products. This finding in particular should be of grave concern to the CPG industry. Shoppers could potentially favor private store products over established brands.
In lieu of the Forrester study, a significant number of CPG corporations are making the shift toward social media to expand their online reach, engage their once loyal brand base and launch new products. Although this is certainly great news for CPG, it could be better news for performance marketers tasked with helping CPG brands evolve with and improve upon their image.
The first positive impact social media will have on CPG involves “recency” and scalability. Social media “recency” not only offers instantaneous communication to the public, it also goes part and parcel with scalability. A website’s ability to grow at a rate comparable to its business is highly dependent on social media channels. For example, a Facebook user opting to “friend” or “like” a brand on his or her page increases exposure and can step up buyer intent exponentially.
Utilizing social media also brings consumer loyalty back to the fore. CPG products and brands have been around for a long time. They have a definite generational fan base. Social media allows this loyal base to discuss their favorite products and/or contribute ideas on how to improve upon lesser products as if they were extended family. Engagement sparks interest and drives demand for both consumers and retailers. It also enables marketers to precisely target and optimize campaigns saving time and money.
CPG does have one major hurdle to jump en route to establishing a fully integrated online presence: measuring ROI. That’s where proactive client services management comes in. Client services should conduct testing before, during, and after a campaign. They can analyze performance metrics along multiple channels, increase conversions by focusing on user engagement and improvements to landing pages, and streamline the sales process. Maximizing returns will help brands launch new products, thus, providing new avenues of engagement, demand, and profitability.
CPG needn’t completely abandon traditional media. But by incorporating a social strategy, the industry can spark significant growth in customers, awareness and brand value.
According to a recent Forrester study, people are no longer steadfast in their support for certain Consumer Packaged Goods (CPG) products. This finding in particular should be of grave concern to the CPG industry. Shoppers could potentially favor private store products over established brands.
In lieu of the Forrester study, a significant number of CPG corporations are making the shift toward social media to expand their online reach, engage their once loyal brand base and launch new products. Although this is certainly great news for CPG, it could be better news for performance marketers tasked with helping CPG brands evolve with and improve upon their image.
The first positive impact social media will have on CPG involves “recency” and scalability. Social media “recency” not only offers instantaneous communication to the public, it also goes part and parcel with scalability. A website’s ability to grow at a rate comparable to its business is highly dependent on social media channels. For example, a Facebook user opting to “friend” or “like” a brand on his or her page increases exposure and can step up buyer intent exponentially.
Utilizing social media also brings consumer loyalty back to the fore. CPG products and brands have been around for a long time. They have a definite generational fan base. Social media allows this loyal base to discuss their favorite products and/or contribute ideas on how to improve upon lesser products as if they were extended family. Engagement sparks interest and drives demand for both consumers and retailers. It also enables marketers to precisely target and optimize campaigns saving time and money.
CPG does have one major hurdle to jump en route to establishing a fully integrated online presence: measuring ROI. That’s where proactive client services management comes in. Client services should conduct testing before, during, and after a campaign. They can analyze performance metrics along multiple channels, increase conversions by focusing on user engagement and improvements to landing pages, and streamline the sales process. Maximizing returns will help brands launch new products, thus, providing new avenues of engagement, demand, and profitability.
CPG needn’t completely abandon traditional media. But by incorporating a social strategy, the industry can spark significant growth in customers, awareness and brand value.
jueves, 16 de diciembre de 2010
Drive Email Engagement, Drive Results
Ensuring the effectiveness of your email messaging is paramount to short and long-term success. In the first of a five part series highlighting email marketing campaign best practices, we focus our attention on HTML initiatives with some tips and guidelines designed to maximize deliverability and functionality:
Best Practices for HTML Campaigns
1 - Use Basic HTML
2 - Do not use rich-media functions such as video, inline audio or Flash
3 - Do not use JavaScript or HTML layers
4 - Simplify the coding process - If using Cascading Style Sheets (CSS), choose the inline embed within the two body tags and not within the header
5 - Avoid background images
6 - Create HTML using a maximum pixel width of 600 - no horizontal scrolling is required - HTML width should be tested for look and feel for as many email clients (AOL, Yahoo, MSN, Hotmail) as possible
7 - Keep files to a reasonable size - In the teens for images, emails under 50KB
8 - Design your email with the Outlook preview pane in mind - Make sure the top portion of the email carries your key message
9 - Design your email to read top to bottom and left to right
10 - Avoid 1x1 pixel spacer gifs – These may flag your email as spam
11 - Link to a web version of your email message - This benefits recipients whose email clients fail to properly render your email. Add a link to the top of your TEXT version to maximize visibility
12 - Use image alt tags and action-oriented text - For example: Click here for 25% off; Sample alt tag: <img SRC="link.ixs1.net/site/5459/images/imagename.gif" alt="Click here for 25% off" BORDER=0>
13 - Provide subscriber management – Make it easy for subscribers to change email addresses, update subscriptions, unsubscribe or contact your company right from their email
14 - Do not use forms – Will eliminate messaging errors and functionality issues
15 - Avoid making your message one big image - Incorporate some HTML text into the message so readers can clearly see what you have to offer
For more information on these and additional email messaging best practices and how they can help you drive results, please contact a MediaWhiz Account Representative.
Best Practices for HTML Campaigns
1 - Use Basic HTML
2 - Do not use rich-media functions such as video, inline audio or Flash
3 - Do not use JavaScript or HTML layers
4 - Simplify the coding process - If using Cascading Style Sheets (CSS), choose the inline embed within the two body tags and not within the header
5 - Avoid background images
6 - Create HTML using a maximum pixel width of 600 - no horizontal scrolling is required - HTML width should be tested for look and feel for as many email clients (AOL, Yahoo, MSN, Hotmail) as possible
7 - Keep files to a reasonable size - In the teens for images, emails under 50KB
8 - Design your email with the Outlook preview pane in mind - Make sure the top portion of the email carries your key message
9 - Design your email to read top to bottom and left to right
10 - Avoid 1x1 pixel spacer gifs – These may flag your email as spam
11 - Link to a web version of your email message - This benefits recipients whose email clients fail to properly render your email. Add a link to the top of your TEXT version to maximize visibility
12 - Use image alt tags and action-oriented text - For example: Click here for 25% off; Sample alt tag: <img SRC="link.ixs1.net/site/5459/images/imagename.gif" alt="Click here for 25% off" BORDER=0>
13 - Provide subscriber management – Make it easy for subscribers to change email addresses, update subscriptions, unsubscribe or contact your company right from their email
14 - Do not use forms – Will eliminate messaging errors and functionality issues
15 - Avoid making your message one big image - Incorporate some HTML text into the message so readers can clearly see what you have to offer
For more information on these and additional email messaging best practices and how they can help you drive results, please contact a MediaWhiz Account Representative.
miércoles, 15 de diciembre de 2010
Does Call-Tracking Move the Needle?
By: Adam Scott Riff, MediaWhiz GM of Search
Google has decided to move forward with its call tracking strategy making offline metrics available to AdWords advertisers. This is a significant shift from what has been Google’s staple, quantifying ad success by the number of clicks generated. The search engine giant should be commended for reevaluating its long practiced methodology in order to drive better results for advertisers. Tapping into call metrics can generate thousands of dollars in what would otherwise be lost revenue.
However, its implementation into Search campaigns is not new among online performance marketers. Today, most performance search marketers allocate unique tracking phone numbers at the search engine level or, at most, their highest volume keywords. This is a strong advantage over search marketers or advertisers that don’t track any calls. Having said that, it still leaves long-tail keywords, which can number in the thousands untracked. The reason this happens is simple – a technology gap. Most search marketing firms don’t have the tech to track tens and sometimes hundreds of thousands of keywords by call. The ones that are able to leverage keyword-level call tracking, like our Continuous Improvement Engine (CIE), have a tremendous advantage. Having access to that degree of technological advancement and being able to track and optimize to that level of granularity allows the search marketer to bid for his client with more data than their client’s competitor.
What this also does is allow search professionals and their bidding technology to make decisions faster. The system can optimize non-branded keyword bids more precisely and more rapidly creating efficiency, i.e. lowering CPA. The lower your CPA is the more initiatives you can test and the faster you can grow.
With engine-level call-tracking, search professionals can move the needle. With keyword-level call tracking, they can change the game.
Google has decided to move forward with its call tracking strategy making offline metrics available to AdWords advertisers. This is a significant shift from what has been Google’s staple, quantifying ad success by the number of clicks generated. The search engine giant should be commended for reevaluating its long practiced methodology in order to drive better results for advertisers. Tapping into call metrics can generate thousands of dollars in what would otherwise be lost revenue.
However, its implementation into Search campaigns is not new among online performance marketers. Today, most performance search marketers allocate unique tracking phone numbers at the search engine level or, at most, their highest volume keywords. This is a strong advantage over search marketers or advertisers that don’t track any calls. Having said that, it still leaves long-tail keywords, which can number in the thousands untracked. The reason this happens is simple – a technology gap. Most search marketing firms don’t have the tech to track tens and sometimes hundreds of thousands of keywords by call. The ones that are able to leverage keyword-level call tracking, like our Continuous Improvement Engine (CIE), have a tremendous advantage. Having access to that degree of technological advancement and being able to track and optimize to that level of granularity allows the search marketer to bid for his client with more data than their client’s competitor.
What this also does is allow search professionals and their bidding technology to make decisions faster. The system can optimize non-branded keyword bids more precisely and more rapidly creating efficiency, i.e. lowering CPA. The lower your CPA is the more initiatives you can test and the faster you can grow.
With engine-level call-tracking, search professionals can move the needle. With keyword-level call tracking, they can change the game.
lunes, 13 de diciembre de 2010
The Advantages of Advergaming
Performance marketing is going mobile. It has been for quite some time. Findings from media research firm BIA/Kelsey show that United States-based mobile advertising will hit $790 million in 2010. This makes targeting actionable consumers via Smartphones and other mobiles devices imperative. One major way to go about doing this is through mobile games.
Mobile gaming is about more than feeding virtual crops or creating interactive potions with Papa Smurf. These games allow advertisers to immediately tap into the user experience as well as user habits. Ad-funded games enable brands to drive real-time promotional messages to the user through the game. This is akin to the area-based social media model, which customizes advertising based on where users are currently located. But unlike location-based media that is highly effective at near zero cost, creating games specifically designed to engage a core audience can be fiscally irresponsible. So how then can mobile gaming drive campaign results?
First, choose a popular game to advertise on. Second, leverage social media to improve relevant targeting. Social networks can cost-effectively drive relevant users of similar interests to games. Relevant in-game ads, ads that successfully engage can dramatically improve opt-ins, brand awareness and consumer loyalty.
For performance marketers accustomed to continuous testing, assessing and optimizing, mobile gaming is an industry whose time has come.
Mobile gaming is about more than feeding virtual crops or creating interactive potions with Papa Smurf. These games allow advertisers to immediately tap into the user experience as well as user habits. Ad-funded games enable brands to drive real-time promotional messages to the user through the game. This is akin to the area-based social media model, which customizes advertising based on where users are currently located. But unlike location-based media that is highly effective at near zero cost, creating games specifically designed to engage a core audience can be fiscally irresponsible. So how then can mobile gaming drive campaign results?
First, choose a popular game to advertise on. Second, leverage social media to improve relevant targeting. Social networks can cost-effectively drive relevant users of similar interests to games. Relevant in-game ads, ads that successfully engage can dramatically improve opt-ins, brand awareness and consumer loyalty.
For performance marketers accustomed to continuous testing, assessing and optimizing, mobile gaming is an industry whose time has come.
lunes, 6 de diciembre de 2010
Performance Getting its Groupon
Though they were ultimately unsuccessful, Google’s attempted purchase of Internet couponing success story Groupon clearly indicates that the Search Engine is strategically positioning itself as more of a Local Search force. Prior to making their six billion dollar Groupon offer, Google sought to effectively leverage the local market via Google Places, a revamping of its Local Business Center and Place Pages. The goal of Google Places was to simplify advertising and better target local consumers. With Groupon, Google hoped to heighten engagement and consumer intent to act for local businesses with a proven, successful model. It made sense for Google. But in hindsight, did the offer ever really make sense for Groupon?
Groupon's ability to drive local growth is about more than Search. Customer acquisition for companies also helped deliver profitable results for local businesses en route to making Groupon a couponing giant. Google had the right idea going after Groupon, seeking to leverage the site as a Search and Lead Generation asset attracting performance marketers, consumers and companies alike. But by confidently walking away from six billion, Groupon is making a bold statement to those same marketers, customers and corporations – We’ve been driving results without Google and will continue to do so. It may be the perfect time for those in performance to get their Groupon.
Groupon's ability to drive local growth is about more than Search. Customer acquisition for companies also helped deliver profitable results for local businesses en route to making Groupon a couponing giant. Google had the right idea going after Groupon, seeking to leverage the site as a Search and Lead Generation asset attracting performance marketers, consumers and companies alike. But by confidently walking away from six billion, Groupon is making a bold statement to those same marketers, customers and corporations – We’ve been driving results without Google and will continue to do so. It may be the perfect time for those in performance to get their Groupon.
sábado, 4 de diciembre de 2010
The Who, What, Where and How of Online Privacy Protection
By: Andrew Chou, MediaWhiz GM of Display Advertising
In 2010, the issue that was top of mind with display advertisers was online privacy protection. Privacy is a touchy subject for those in the display industry being that geographical, demographic and behavioral targeting success is dependent on precisely knowing audience habits. Web users and online consumers are justified for harboring information sharing concerns. Ensuring privacy is essential. However, knowing your audience isn’t about names, addresses and faces. It’s about recognizing buyer trends, properly categorizing data and targeting impressions efficiently and effectively.
Display advertisers are able to accurately classify and identify data based on prior user engagement. They are not infringing upon privacy rights because the information is readily available online. Online advertisers utilize social media registrations, email profiles and online purchase information to monitor interest and intent. They track ad clicks, site visits and the amount of time spent on a particular ad or site.
We go from understanding the “who” to tracking the “what”. Edible cookies taste good. Digital cookies give advertisers a good indication of user tastes. Cookie storage is entirely controllable by the user. If a user is concerned that her habits are being monitored by advertisers, she can clear them from her cache. When it comes to cookies, privacy worries are rather half-baked. Let’s say you frequently visit Las Vegas travel sites. Cookies could prompt advertisers to target low airfare deals to Sin City. This is cookie tracking working in favor of the user.
Now this brings us to the “where” of online privacy protection. Again, digital display advertisers are using categories to determine the right banner ads and dynamic media to use for targeting. They do not know you as 33 year old Tara from Brooklyn or 45 year old John from Chicago. Instead, advertisers are seeking to engage “woman from Brooklyn, age 18-35” or “man from Chicago, age 21-49”. Advertisers might hit these respective targets with display ads for feminine hygiene products or leading beer brands, products relevant to each prospective category customer.
Obviously, it is the right of the consumer to protect personal information online. There are laws on the books to aid in this process. Still, users and consumers should think twice before discarding all track-able data. When warranted, privacy protection is crucial. But too many safeguards will shield users from relevant display ads and a better user experience.
In 2010, the issue that was top of mind with display advertisers was online privacy protection. Privacy is a touchy subject for those in the display industry being that geographical, demographic and behavioral targeting success is dependent on precisely knowing audience habits. Web users and online consumers are justified for harboring information sharing concerns. Ensuring privacy is essential. However, knowing your audience isn’t about names, addresses and faces. It’s about recognizing buyer trends, properly categorizing data and targeting impressions efficiently and effectively.
Display advertisers are able to accurately classify and identify data based on prior user engagement. They are not infringing upon privacy rights because the information is readily available online. Online advertisers utilize social media registrations, email profiles and online purchase information to monitor interest and intent. They track ad clicks, site visits and the amount of time spent on a particular ad or site.
We go from understanding the “who” to tracking the “what”. Edible cookies taste good. Digital cookies give advertisers a good indication of user tastes. Cookie storage is entirely controllable by the user. If a user is concerned that her habits are being monitored by advertisers, she can clear them from her cache. When it comes to cookies, privacy worries are rather half-baked. Let’s say you frequently visit Las Vegas travel sites. Cookies could prompt advertisers to target low airfare deals to Sin City. This is cookie tracking working in favor of the user.
Now this brings us to the “where” of online privacy protection. Again, digital display advertisers are using categories to determine the right banner ads and dynamic media to use for targeting. They do not know you as 33 year old Tara from Brooklyn or 45 year old John from Chicago. Instead, advertisers are seeking to engage “woman from Brooklyn, age 18-35” or “man from Chicago, age 21-49”. Advertisers might hit these respective targets with display ads for feminine hygiene products or leading beer brands, products relevant to each prospective category customer.
Obviously, it is the right of the consumer to protect personal information online. There are laws on the books to aid in this process. Still, users and consumers should think twice before discarding all track-able data. When warranted, privacy protection is crucial. But too many safeguards will shield users from relevant display ads and a better user experience.
Taking Your Online Learning Program to the Head of the Class
By: Daryl Colwell, MediaWhiz VP of Business Development
The online education vertical is highly competitive. That’s great for web-based learning programs as long as they target the right student. It all starts with partnering with the proper affiliate, one with proven qualified lead generation experience and knowledge of the marketplace.
Qualified leads delivered exclusively to your online education landing page from a robust affiliate network are what drive results - increases in callable rates, hot transfer rates and student enrollment and decreases in enrollment costs. Still, it is important for online education programs and portals to be fully aware of their goals. Knowledge is power. Understanding what you hope to gain will help trustworthy affiliate networks improve offer targeting. Aligning with a reliable affiliate network with access to Email Marketing, Search Marketing, Data Acquisition and Display Advertising is critically important to success in the online education vertical.
Unfortunately, shady affiliates do not adhere to lead exclusivity. They often sell and resell leads to reduce internal expenses and heighten their own ROI. In order to maximize the effectiveness of marketing spend, online education portals must distinguish crooked monetization practices from above board affiliate networks.
When conducting affiliate research, there are several factors that will distinguish a good fit from a bad fit. The right network should be technologically savvy. It should be equipped to build and host select microsites dedicated to your vertical as well as be able to leverage proprietary and 3rd party technologies. Such advancements improve lead filtering, qualification and validation. They also allow for continuous testing and optimizing of your campaign, which can drastically lower enrollment costs and help you acquire qualified enrollment leads more profitably. It bears repeating that perhaps the most important factor in generating qualified leads within the online education vertical is ensuring the exclusivity of your leads. Exclusivity means quality. Quality drives results.
The online education vertical is highly competitive. That’s great for web-based learning programs as long as they target the right student. It all starts with partnering with the proper affiliate, one with proven qualified lead generation experience and knowledge of the marketplace.
Qualified leads delivered exclusively to your online education landing page from a robust affiliate network are what drive results - increases in callable rates, hot transfer rates and student enrollment and decreases in enrollment costs. Still, it is important for online education programs and portals to be fully aware of their goals. Knowledge is power. Understanding what you hope to gain will help trustworthy affiliate networks improve offer targeting. Aligning with a reliable affiliate network with access to Email Marketing, Search Marketing, Data Acquisition and Display Advertising is critically important to success in the online education vertical.
Unfortunately, shady affiliates do not adhere to lead exclusivity. They often sell and resell leads to reduce internal expenses and heighten their own ROI. In order to maximize the effectiveness of marketing spend, online education portals must distinguish crooked monetization practices from above board affiliate networks.
When conducting affiliate research, there are several factors that will distinguish a good fit from a bad fit. The right network should be technologically savvy. It should be equipped to build and host select microsites dedicated to your vertical as well as be able to leverage proprietary and 3rd party technologies. Such advancements improve lead filtering, qualification and validation. They also allow for continuous testing and optimizing of your campaign, which can drastically lower enrollment costs and help you acquire qualified enrollment leads more profitably. It bears repeating that perhaps the most important factor in generating qualified leads within the online education vertical is ensuring the exclusivity of your leads. Exclusivity means quality. Quality drives results.
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