By Nicole Castro | Marketing Manager
Our own Mike Sisto, performance marketing director, offers his insight on how to achieve successful leads, what it takes to develop creative offers and how to decide what traffic sources work for a particular campaign. Mike Sisto delivers smart perspective that offers marketers the direction they need to develop the right campaign fit to their brand’s needs. (more…)
By Kristen Pulver | Director, New Verticals
Direct Marketing is a term overused by many marketers who don’t quite understand what it actually means. As someone who has worked in direct marketing for nine years, I’ve seen my fair share of executives and team members who not only don’t understand what direct marketing is, they don’t know how to best implement the practice or why direct marketer’s make the decisions they make.
What is Direct Marketing?
Direct marketing is a three part marketing system:
- Directly reaching the consumer through various media channels – TV, Radio, Online, Text Message, Phone calls, etc.
- Including a call-to-action (CTA). Asking the target to take an action– call now, click here, or some text as simple as “Start Saving Now” is a call to action that is maybe less noticeable.
- The most important step — reading and measuring results. This allows you to determine if your ads working. (more…)
By Alex Tsatkin | Vice President of Mobile
Once you have been an affiliate for some time, you will start to develop tricks that can help you make more money from your time and investment. These range from the basic, such as setting up a proper business email address, to the complex, like ensuring every contract you have with an affiliate network includes an out clause. No matter how big — or little — your affiliate operation is, it’s essential that you follow industry best practices to keep your operation profitable.
As someone who’s seen every side of the affiliate game, here are 10 tricks that every affiliate should know in order to maximize earnings.
Ask for a bump. Instead of running around looking at different networks with the highest street payout ask your affiliate manager to bump your payout on the offers you’re running.
- Split-test multiple affiliate networks. Regardless of payout, networks use various tracking technologies that can affect your earnings. Split-test the same offer across a few networks to see which one yields you the highest eCPC. (more…)
By Sultan Riaz | Marketing Coordinator
MediaWhiz Senior Vice President of Media Services Peter Klein is a fount of information about performance marketing. Especially affiliate marketing. The guy loves affiliate marketing. The good kind, of course. Not the fraud-based affiliate marketing of the past. That kind of junk pains him. It
It’s with this perspective in mind that I recently sat down with Pete, who oversees MediaWhiz’s affiliate marketing business, to discuss a topic that he is particularly passionate about: launching performance marketing campaigns. damages the industry’s reputation, he says, and makes it harder for reputable affiliate networks, such as MonetizeIt, the MediaWhiz affiliate network, to earn the trust and business of today’s digitally savvy CMO.
Pete’s so passionate and informed about this topic, in fact, that he’s written an eBook on it called “The CMO’s Guide to Performance Marketing.” You can download a free copy here.
By Keith Trivitt | @KeithTrivitt | Director, Marketing and Communications
Writing in a blog post last June, Direct Marketing News Editor-in-Chief Ginger Conlon asked the thought-provoking question, “What is direct marketing, anyway?” The piece sparked dozens of comments, an editorial series in the September issue of DMNews and some serious soul searching by direct and digital marketers.
Conlon’s post focused on the basic notion of direct marketing, its relevancy and value to brands and whether the term is relevant in the digital age. She concluded by asking: Is direct marketing still the most appropriate name for the discipline?
The comments section of that post are a menagerie of opinions on whether the term “direct marketing” is outdated or sullied by surreptitious and outdated practices, or if it continues to resonate with consumers and brands in a meaningful way.
As someone who oversees marketing at an integrated digital media agency, MediaWhiz, that offers digital direct-response services to clients, I have a biased opinion on this matter. I personally believe that direct marketing remains highly relevant, both in its value to clients and as a term to describe a form of marketing.
Direct marketing’s greatest value to brands is its direct-to-consumer focus that is about relevancy at the point of purchase. It is the most specific form of customer acquisition. The very point of direct marketing is to generate a sale or acquire a lead that eventually becomes a sale. In an age of fragmented consumer attention that is a rare and valuable asset for any brand to have in its marketing toolkit. (more…)
By Steve Goldner | @SocialSteve | Senior Director, Social Media
Editor’s note: The following post was originally published in iMedia Connection.
Web hosting company HostPapa’s new infographic comparing email marketing and social media marketing has given marketers a new lightning-rod topic to debate.
Despite no shortage of proponents in each camp, we think the conclusion is simple: it’s pointless to compare email marketing with social media marketing. Each has a unique value. More importantly, we believe that email and social media should be used in tandem, not against each other, for effective digital media and marketing campaigns.
The problem with comparing email marketing and social media marketing is apparent: one (social media marketing) is a brand strategy while the other (email) is a direct-response strategy. Each requires the other in some form to be effective, and each builds off the other for greater value and efficiency.
The infographic isn’t without merit. It offers some valuable insight marketers can use to understand how, when and where to use and integrate email marketing and social media marketing to improve their lead-gen and digital engagement efforts.
But first, it’s necessary to look at the facts.
Email Still Generates Results
Email marketing continues to produce eye-popping results. According to HostPapa, business spending on email marketing campaigns has increased 60 percent in the past year, accumulating 17.4 percent of U.S. brands’ digital marketing budgets in 2011. Email open rates continue to rise, too, improving 12.6 percent in Q1 2012, according to a report by Epsilon and the Direct Marketing Association.
Those are no small feats; especially for a form of digital communications many believe is dead/has died/will die. (more…)
Editor’s note: The following is an excerpt of an op-ed published in the July 2012 issue of Direct Marketing News. Read the full opinion piece here.
By Steve Goldner | @SocialSteve | Senior Director, Social Media
There is no shortage of debate on social media ROI. Social media sales attribution is difficult given the reality of Facebook privacy settings and the challenges of tagging media that brands don’t own. This is true for many word-of-mouth consumer behaviors.
For example, how easy is it to attribute a customer visiting a new restaurant because of a friend’s recommendation?
But that doesn’t mean brands shouldn’t measure social media and get meaningful information on the performance of their campaigns. Like an old boss once told me, “That which is not measured, does not get done.”
When utilized properly, social media generates awareness, consideration, loyalty and advocacy — all of which can be measured. Brand managers and CMOs should be concerned with seeing measurable results in each category.
The four consumer psycho demographics listed below are inherently tied to the ultimate key performance indicator: that of sales. Consider the following parameters that can be easily captured and measured:
- Awareness: Number of brand and URL mentions.
- Consideration: Website visits, page views, Facebook and Twitter click-throughs, social network page views, Twitter replies and blog views.
- Loyalty: Fans, followers and community members, RSS subscriptions, Facebook interactions, Twitter mentions, blog/community comments and return visits to site.
- Advocacy: Retweets, re-blogs, brand mentions, comments on a brand’s assets and Facebook “likes.
Read the full op-ed in Direct Marketing News.