By Keith Trivitt | Director, Marketing and Communications
The MediaWhiz name and brand is synonymous with performance marketing. We have been a part of the performance marketing industry since its earliest days. Founded in 2001 as lead-generation agency, we have expanded and evolved over the years, through three ownership structures, to become the company we are today: a global performance media company.
Recently, we unveiled the results of the first part of a multi-phase brand integration project. In doing so, we consolidated our affiliate network, email product and SEO ingredient service under the corporate MediaWhiz brand. We took what was three distinct sub-brands and rolled them up into a single, cohesive MediaWhiz brand.
We thought it might be neat to take a look back in time at the evolution of the MediaWhiz brand, and how those sub-brands (MonetizeIt — now known as the MediaWhiz affiliate network; TLA — now known as MediaWhiz SEO; and White Delivery — just MediaWhiz email) have evolved over the years.
Here’s a visual look back at the MediaWhiz brand through the years:
By Hakan Lindskog | CEO
In the online advertising ecosystem, mobile has become the star. Developed nations are becoming mobile-first societies. Some people consider their smartphones as vital as the air they breathe. And brands are tripping over themselves to prove they have the coolest mobile-optimized site.
But one thing is conspicuously missing from this scenario: a mobile customer acquisition strategy.
For many companies, mobile marketing often stops at branding. They build a slick mobile site, position their brand in front of a wide swathe of consumers, and call it a day.
Mobile marketing campaigns that don’t produce a consumer action—leads, sales, downloads, etc.—are a pointless endeavor. In an era of fleeting consumer attention, companies need to focus on what really matters in online advertising: customer acquisition.
By Ori Carmel | Vice President, Performance Strategy
In an era of sensational declarations marketers have become immune to rampant hype and passing fads. In a sense, knowing that every year is declared “The Year of Mobile” doesn’t bode well for those pushing the mobile direct response envelope. Understandably, there are only so many times one can cry wolf and expect someone to touch their glassy screen on the other end.
Alas, something seems different this time around. 2012 seems to have been a turning point, both in the numbers themselves and in the understanding of the mobile market potential for direct response. Maybe it’s the growth of mobile as spend. Maybe it’s Google finally taking mobile ad measurements more seriously. As marketers continue their march forward toward meeting society’s mobile-first demands, let’s take a moment to examine the ways in which this channel can impact your company.
First, the scale:
- Seventy-seven percent of the global population has a mobile device. That’s 5.3 billion people. (ITC, 2010)
- Of those 5.3 billion mobile device users, 18% use a device with 3G technology. That’s 940 million, mostly in developed and mature economies. (ITC, 2010)
- There are five times as many cell phones in the world as there are PC’s. Yes, that includes Macs (Impiger, 2012)
- Americans spend 2.7 hours a day on their mobile phone. That is twice the time they spend eating. (Unisys, 2011)
- Mobile ad spend is rising. Well, rising is an understatement. It’s exploding. Here are some stats from eMarketer. (more…)
By Kyle Hanzas | Director, Business Development
Over the past three years online education inquiry generation has undergone a major shift in responsibility. Previously, it was about a 50/50 partnership between schools and marketers. Marketers used creative messaging and various online advertising channels to attract prospective students while the schools utilized strong recruitment and CRM practices to gain new enrollment.
As new legal and regulatory guidelines emerged around marketing messaging and recruitment practices, the responsibility of enrolling a quality student has shifted more toward the marketer. The quality and intent of the prospect needs to be well defined before she is passed to an admissions counselor. A university’s ability to develop the prospect’s enrollment intent is more limited than ever.
Schools are left to consolidate efforts to their highest-quality partners and online channels. The aggregate traffic model and an inquiry driven to multiple schools are no longer of great value; rather they are considered more of a “volume filler.” Admissions counselors can’t get into a sales competition for inquiries who express interest in multiple colleges. An admission representative should not be a salesperson, but rather a guide that aids in the process and helps the prospect make an informed decision about attending their college of choice. (more…)
By Maria Loreto | Media Planner
Marissa Mayer’s choices have been under the microscope ever since she left Google to head its major rival, Yahoo. Despite criticism over some of Mayer’s major decisions concerning Yahoo’s operations, I find her strategic moves both smart and interesting. She appears to be repositioning Yahoo as an online media buyer’s dream – a company that places a greater focus on ad-tech investment and development while still delivering a huge number of quality impressions, something that has always been a core strength at Yahoo.
Mayer initiated her grand plan to change the tech behemoth’s image as a slow, out-of-date Internet giant when she lead the company’s partnership with arch-rival Google (her former employer) for display advertising.
But she took the change-now, change-big plan one step further last month with the surprise announcement of Yahoo’s acquisition of Tumblr. By acquiring the most influential microblogging site in the United States (Tumblr hosts more than 112 million blogs and almost 60 billion posts per month), Mayer laid down the future of Yahoo. It’s a future built around smart online advertising opportunities and digital content.
So what does the acquisition mean for Yahoo? (more…)
By Sultan Riaz | Marketing Coordinator
If you are having trouble with your conversion rates or generating leads from your mobile site, then Conversion Conference in Chicago this month is a must-attend event. And our Giles McGrath, creative director, has all of the insight you’ll need for designing your mobile site with lead generation in mind.
In his presentation, “Don’t Just Replicate: Designing for Mobile Lead Gen,” Giles will distill our top-10 best practices for mobile lead-gen design. As he writes in the introduction for his presentation:
Mobile websites shouldn’t be a simple reproduction of your brand’s desktop site. Effective lead generation with mobile requires thoughtful consideration about how consumers interact with brands on Donttheir mobile devices, how they share content and the type of content and features that grabs their attention. In this session, you’ll see how you can unclutter your mobile website or app to improve conversion and generate more qualified leads.
Conversion Conference brings together expert speakers from all walks of digital marketing to help you increase your conversion rate and lead generation. With Digital marketers ranking conversion rate optimization as one of their top priorities of the year, it makes Conversion Conference an important event to attend.
We hope to see you at Conversion Conference Chicago, where we’d be happy to answer your mobile creative and lead generation questions. If you’re planning to attend Conversion Conference Chicago, please contact us so we can meet you.
By Caroline Ramos | Director, Client Services
Editor’s note: This is the first post in a series focusing on best practices for lead generation in the online education industry.
Year after year universities struggle with enrollment rates. At the same time marketers are testing new advertising channels, shifting budgets, designing new creative assets and everything in between to reach that seemingly elusive enrollment goal.
But why is nothing changing? Why are enrollment rates dropping after all that investment in time, money and effort?
It’s simple, really: The ﬁrst point of contact is your ﬁrst impression and it can make or break the success of a prospect’s enrollment. The best advertising campaign in the world is frustratingly useless if the admissions process deters prospective students.
Many universities with large marketing budgets fail to focus on what’s happening right under their nose, and in most cases, right down the hallway. I have seen everything from a first point of contact being a direct-mail piece to callbacks that occur two weeks after an online information request is submitted.
A successful online marketing campaign for a college or university isn’t just measured by a conversion rate. Performance marketing in education requires three critical components to be successful:
- High-quality traffic sources: You need to have traffic (students) who are interested in learning more about a particular school.
- Optimized creative: A high-quality landing page, great email design and banner ads that really catch the eye of prospective students.
- Structured workflow: A cohesive admissions process that is ready to work a lead. (more…)
By Marc Purtell | Director, SEO
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.
I will be joining a panel alongside Kelvin Newman, director of strategy at SiteVisibility and Justin Sanger, CEO of SupportLocal, to discuss Facebook’s new graph search and its marketing implications. Although Graph Search is currently available to a small beta this new search function will eventually be available to billions of users around the world.
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…)
Editor’s note: This is the third post in a three-part series on the best free SEO tools. A more detailed analysis can be found in MediaWhiz’s new report, “10 Free, Must-Have SEO Tools.” Download here.
By Marc Purtell | Director, SEO
It’s not uncommon in today’s SEO landscape to wake up and find a sudden drop of organic search traffic and/or keyword rankings. When such a disaster occurs, most large brands have access to a qualified SEO agency or robust in-house team to identify and rectify any issues that led to the drops. For smaller brands with limited budget allocated to SEO, this could mean the end of the organic search channel as a driver of business.
It doesn’t have to be this way. As I explore in a new report, “10 Free, Must-Have SEO Tools,” there are a variety of excellent free SEO tools that marketers can use to analyze the situation and identify the problem and solution.
By taking advantage of the intelligence that is available for free, brands with low budgets can recover from SEO issues in order to return to leveraging the organic search channel as a revenue generator. Below is a review of three such SEO tools.
RELATED: 3 Free SEO Tools for Auditing and Troubleshooting Onsite Issues
Google Webmaster Tools
An invaluable resource for SEO experts and webmasters alike, Google Webmaster Tools suite provides insight into the overall health of a website and explicitly points out many issues that can negatively affect a site’s organic search health.
Getting started is as simple as signing up for a Google account and verifying ownership of the website in question by adding either a verification file to the website’s server – including a verification meta tag on the homepage – or signing in to the site’s domain name provider.
This tool is provided by Google at no charge so there is no excuse for any website to not have an account.
Once a Google Webmaster Tools account is active, upon logging in Google will provide a list of recent alerts for each website being managed under the account. This is the first place to look for any issues that may have caused a loss of performance. More information on the issues identified as well as a list of recommended actions can be seen by clicking on “View details”.
If there are no alerts or if the recommended actions from the alerts do not remedy the issue, the next place to look is in the “Health” section within the Google Webmaster Tools interface using the left sidebar navigation. There are several reports in the Health section, including Crawl Stats, Blocked URLs, Fetch as Google, Index Status and Malware.
The Crawl Stats report is very useful in troubleshooting because it provides both a list of URLs that return errors and a timeline showing the total number of errors found on a day-to-day basis. This timeline can help pinpoint the day things went awry if there is a sudden increase in errors detected. For example, if a recent change to the website caused a number of pages to return server errors, that could definitely account for the loss of organic traffic. (more…)
By Sultan Riaz | Marketing Coordinator
Editor’s note: “Ask the Performance Marketer” is a regular series in which MediaWhiz’s performance marketing, SEO and digital media experts answer some of the most popular questions we from clients.
To get more answers to your performance marketing questions, download our free eBook, “The CMO’s Guide to Performance Marketing.”
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…)