SMX London is right around the corner, and the conference agenda is packed with some great panels discussing everything from prioritizing marketing efforts to advanced tactical recommendations. Search and social media are two intertwined topics on which there will be a great deal of discussion.
This panel discussion will focus on the implications of Graph Search on SEO, including the opportunities and challenges it will present advertisers and publishers.
As part of the discussion, I will present a history of Facebook advertising as it pertains to the evolution of search within Facebook. I’ll how Graph Search fits into the direction Facebook is going with its search and advertising options. Of course, knowing how and why an advertising medium has evolved can provide some very strong clues into what the future of marketing through Facebook may look like. (more…)
Mike Sisto, MediaWhiz’s director of performance marketing, has worked in performance marketing for 14 years. He’s seen it all, from the earliest days of the industry to the current evolution in which media, mobile, content, SEO and many other digital media channels are mixed together. Needless to say, he knows how to help his clients engage, acquire and retain customers more profitably.
Recently, we sat down with Mike to discuss some of the most common questions he gets from clients about accountability in affiliate marketing campaigns, email acquisition and optimizing lead quality.
How do you ensure accountability of affiliates for campaign and creative materials compliance?
We first establish accountability with each affiliate by employing a suite of external and internal tools to monitor advertisements. We hold publishers accountable for compliance violations. Once our high standards are made clear, the possibility of losing out on business due to compliance violations exerts pressure on affiliates to comply with advertiser guidelines. With adherence, publishers have the opportunity to cultivate a long-term business relationship with MediaWhiz as they continue to provide quality traffic via compliant marketing practices. (more…)
Today, we’re releasing a new eBook in our growing stable of Insights reports (read them all here). Titled, “10 Free, Must-Have SEO Tools,” the report outlines our top picks for the best free SEO tools and resources marketers can use to identify target keywords, audit and troubleshoot onsite SEO issues and gain competitive intelligence.
Performance in organic search engine marketing requires an investment. Depending on the goals of a search engine optimization campaign, that investment can be quite substantial. Budget often must be allocated strategically in order to stretch it enough for success.
Part of the investment in any SEO campaign goes toward tools that help brands analyze data, strategize and track results. To do so, marketers need a bevy of tools and resources. (more…)
Content marketing can provide tremendous value to a search engine optimization campaign, as outlined in our recent eBook, “Content Marketing Like a Pro.” There are many different content types that can be leveraged as a vehicle for lead generation with a strong return on investment. Today, we’ll examine how you can choose the right content type to increase your brand’s SEO value.
eMarketer recently published a study conducted by CopyPress in which marketers were asked which types of content are the most cost effective. Results of the study showed the growing demand among marketers of content marketing as a leading digital focus. Thirty-five percent of marketers surveyed identified content marketing as their leading focus in 2013 as compared to 19% in 2012. It is no secret that content marketing is a powerful lead generation tool and that the return on investment is high.
When it comes to segmenting the various types of content, a vast majority of the marketers surveyed identified featured articles as the content type with the best ROI. The main differentiator between featured articles and other media types is the relatively small cost and simplicity of development which makes the investment very low. The minimal hard costs and effort associated with producing featured articles combined with the innate value of any content marketing piece that follows best practices, makes these articles very attractive to utilize.
Another advantage of featured articles that makes them a priority content marketing piece is the ability to use authorship mark-up to help promote the content and improve organic search authority. Since featured articles typically contain a byline, the rel=“author” rich snippet can be leveraged to tie the content to an authoritative author, making it much more likely to rank for keyword-targeted search queries in search engine results. (more…)
Today, we released a new eBook on content marketing. Titled, “Content Marketing Like a Pro,” the report outlines the key pillars to content marketing and advises marketers on best practices for crafting and executing successful content marketing programs.
This eBook also provides a framework marketers can use to improve their brand’s SEO and generate leads via a content marketing program.
When consumers first encounter a brand digitally it’s not always the brand’s website that makes the first impression. What makes the greatest impression is the authority of the brand’s website measured by where it ranks when a consumer searches.
Content marketing is a method to build this authority and rank.
If you were lucky enough to be on Twitter Monday afternoon, you likely witnessed the aftermath of Burger King’s Twitter account being hacked by the international hacktivist group Anonymous. Some marketing pundits are going so far as call this a “PR disaster.” Hyperbole aside, I agree that Burger King has a big task on its hands to ensure this type of situation never happens again.
That said I don’t foresee the #failurewhopper Twitter hack hurting Burger King’s business or reputation in the long term.
The nuances of the hack have been analyzed over and over, so there is no reason to go into them in this post. (The company has since apologized for the confusion caused by its Twitter account being compromised.) What’s important, however, is to examine what impact, if any, the hack will have on the company’s brand affinity with consumers.
When I first noticed the Burger King account hack the company had about 82,000 followers. A quick glance at BK’s follower count at Twitter, as of noon EST Tuesday (Feb. 19) shows the company has a little more than 112,000 followers. That’s an increase of 30,000 followers in just a few hours. That’s 30,000 new people, both current and potential customers, that the company can now engage, inform and influence through its Twitter account. (more…)
Last week, Yahoo! announced it had signed a non-exclusive global agreement with Google to serve contextual ads on Yahoo properties and some co-branded websites. Last time the Silicon Valley giants attempted a strategic partnership, the deal was struck down by antitrust regulators at the U.S. Department of Justice. So, what is different this time?
The answer lies with the mastermind behind the negotiation: Yahoo’s CEO, and ex-Google executive, Marissa Mayer.
This deal is a sign that Mayer’s leadership is starting to have positive outcomes. Rather than contributing to the long-standing rivalry between the two companies she has chosen to build bridges. Her experience and knowledge of Google were key t negotiating this partnership, and will most likely serve as solid foundation for Yahoo to have the success that was not possible back in 2008 when it first attempted a search advertising partnership with Google.
Fast forward to 2013 and Yahoo and Google are tying up on display, as opposed to search. What does this mean for both companies? What does it mean for display advertising? (more…)
With global Internet usage growing daily, marketers are faced with extensive challenges in engaging, influencing and acquiring their target consumers. Data plays a key role for marketers when building marketing campaigns and strategies. But with consumers accessing online content through multiple devices, a more precise way to analyze and interpret data is needed.
Recently, we spoke with Heather Kraus, MediaWhiz’s performance strategy and analytics manager, and asked her about data trends in online marketing. We also discussed Big Data and how Google’s new Universal Analytics tool helps brands acquire customers.(more…)
The performance marketing industry continues to grow. And with that growth comes significant opportunities — and challenges — for digital marketers looking to tap into performance marketing’s core strengths: data, technology and accountable results. Recently, I sat down with Peter Klein, MediaWhiz’s senior vice president of media services and head of MonetizeIt, the agency’s affiliate network, to discuss the state of performance marketing and his predictions for the industry’s future.
You can read a full transcript of the interview here.
It’s not much of a stretch to state that performance marketing is the future of online marketing. The 2012 IAB Internet Advertising Revenue Report indicates that more than two-thirds of all marketing transactions will be paid for on a performance basis. Total U.S. spend on performance marketing will grow by almost $5 billion, to $25 billion in online advertising revenue, versus 2011 spend.
Peter Klein, who is head of MonetizeIt, the MediaWhiz affiliate network, has been in performance marketing since the early days of the industry. With nearly 20 years of experience, he has seen the industry grow into one of the most highly demanded forms of marketing. In addition to his duties running MonetizeIt, Klein also oversees MediaWhiz’s AdNet Display Advertising and Data Acquisition divisions.
He recently sat down with us and discussed the state of performance marketing and how they can help your business more profitably engage, acquire and retain customers.
Sultan Riaz: Let’s start with the basics: What is affiliate marketing? Peter Klein:Affiliate marketing is a type of performance marketing that involves advertisers, publishers and an affiliate network. An advertiser is typically a direct response client/brand that has a product that they want to sell or generate leads for. The publisher, also known as an affiliate, is the one that actually conducts the marketing via the media channel they specialize in. The affiliate resides between the two entities. It acts as everything from operations, compliance, technology, tracking and media planner.
The three marry together nicely to form a kind of performance marketing ecosystem where everybody shares in the profits and work towards driving marketing results (more…)