By Peter Klein | Senior Vice President, Media
Three seemingly disparate events this year — the closing of the Google Affiliate Network (GAN), Facebook introducing CPA buys and Twitter launching Lead Generation Cards — foretell the future of performance marketing. There are two trends moving in parallel: the increasing consolidation of the industry that will result in only a few select full-service players and niche networks in operation, and a continued integration of lead-generation marketing capabilities by social media portals.
Brands are increasingly coming to the realization that an experienced performance marketing network/agency is critical. Equally important is the acquisition of action-taking consumers in a social media setting versus merely purchasing a presence.
In short, more advertisers, along with the social media platforms they use to reach consumers, are realizing that a strong lead-gen component is needed for successful, ROIpositive brand advertising. The closure of GAN, combined with Facebook’s and Twitter’s forays into lead generation, represents a critical evolution toward performance marketing’s future. (more…)
By Peter Klein | SVP, Media Services
Editor’s note: The following is an excerpt of an op-ed that was originally published in Revenue Performance magazine. Read the full opinion piece here.
Source: Revenue Performance magazine
The lead generation industry has matured and is now reaching an inflection point. While some companies will fall by the wayside, it represents a positive change and will create many new opportunities.
The good news is that “Online Darwinism,” for lack of a better term, has effectively eliminated many companies that refused to adhere to the basic values that once made them successful.
The great news is that new service and marketing channels continue to arise to support the marketplace.
And the best news? The future offers endless possibilities for those companies that operate in an ethical manner and add value for their partners.
Lead generation is growing up. Advertisers want strategic partners to provide true performance marketing, which includes lead generation and lead nurturing to a sale. They need expert guidance to develop proper technology and intelligent media plans rather than short-term profit taking.
Technology platforms are getting more robust, lead quality can now be monitored on the front- and backend, and marketers are graded more extensively on consumer engagement. A full suite of products is available to anyone wanting to engage in online marketing and will help drive marketing efforts through the next decade. (more…)
By Peter Klein | SVP, Media Services
Editor’s note: The following post was originally published in mThink / Revenue Performance magazine.
MediaWhiz took over LeadsCon East with some creative advertising
It has been a busy summer for online marketing professionals. LeadsCon East and Affiliate Summit East were scheduled three weeks apart, making scheduling and planning for these important events somewhat more complicated than in years past.
Despite the close proximity of the two shows, each continues to offer a different kind of value.
LeadsCon attracts a more advanced professional group, one that leans toward advertisers, brands and the professional services end of the online marketing business. Transparency, lead quality and government regulations are repeatedly covered topics.
By comparison, Affiliate Summit focuses more on the tactical aspects of affiliate and performance marketing. It’s aimed at the beginner and intermediate affiliate marketers, with seminars and workshops on website optimization, blogger relations, SEO and finding the right affiliate network. (more…)