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Mayer initiated her grand plan to change the tech behemoth’s image as a slow, out-of-date Internet giant when she lead the company’s partnership with arch-rival Google (her former employer) for display advertising.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 Marc Purtell | Director, SEO
The continuing rise in worldwide mobile device usage has pushed mobile SEO to the forefront of marketers’ attention. This is especially true for local businesses, which benefit greatly from search results on smartphones due to the location influence of local search results. Nearly half of mobile phone owners use their device to look for local information,according to a new report from the Local Search Association.
Traditional and mobile SEO can’t continue to work as separate marketing initiatives. They must become synonymous.
According to the venture capital firm KPCB, there are more than 244 million Internet users in the United States and 358 million mobile device subscribers, 48% of which have smartphones.ComScore reports that 52.1% of U.S. mobile phone users access a browser on their device. This equates to 187 million U.S. mobile browser users.
Does this mean marketers need to shift all of their attention to mobile search? Not yet. But the trend indicates a definite shift in the devices people use for search. And that will have a significant impact on how digital marketers engage, acquire, and retain customers for years to come.
The rate of increase of mobile Internet users illustrates the need for marketers to stop thinking about traditional and mobile SEO as two distinct programs. Marketers need to start developing strategies to merge traditional and mobile SEO into a single multichannel marketing process that is device and platform agnostic. (more…)
ad:tech San Francisco, the online marketing industry’s premier conference, is next week (April 9-10) and we couldn’t be more excited. Every year, we look forward to this event. We reconnect with old friends and industry colleagues, see the latest trends in online marketing and advertising and get a good sense of how the rest of the year will shake out.
Oh, and we also like to show off our own work. Who doesn’t?
With that in mind, you can find the MediaWhiz team joining our colleagues from Matomy Media Group at the Matomy booth, #2217.
We’re especially excited to showcase MediaWhiz Mobile, our just-launched mobile performance marketing practice. We’re thrilled to now provide advertisers and publishers with mobile performance marketing campaigns and offers across a wide range of online marketing channels, including affiliate marketing, email, social media, display, search, SEO and lead generation.
If you’re in San Francisco next week of ad:tech, be sure to stop by the booth #2217 to chat with MediaWhiz and Matomy Media Group. We hope to see you there! (more…)
Mike Sisto joined MediaWhiz a little over three years ago. In that time, the director of performance marketing sales has seen the company grow from a mid-level agency to North America’s leading performance marketing agency that has a global footprint as part of Matomy Media Group.
Recently, we sat down with Mike and discussed what he enjoys most about working at MediaWhiz, how the agency has helped foster his career growth and what it’s like working in the heart of the online marketing universe in MediaWhiz’s New York City headquarters.
You can watch all MediaWhiz related videos on our YouTube channel (click here).
Last week, we announced the launch of our new mobile performance marketing practice, MediaWhiz Mobile. While it doesn’t mark our first foray into mobile marketing, it does represent our most significant and dedicated focus on the immense online marketing and advertising opportunities of mobile.
What this launch means for MediaWhiz, however, is insignificant compared to the value we believe it offers our clients. MediaWhiz Mobile will help advertisers more profitably engage, acquire and retain customers across what has rapidly become the most relevant and important digital marketing channel: mobile.
Why the launch now? As I told A4U in announcing the new service, we absolutely believe that mobile lead generation is the future of online marketing.
Consumers are projected to spend $119 billion worldwide on goods and services from the mobile and tablet devices by 2015, according to ABI Research. And with upwards of 70% of online advertising spend in the United States going toward performance-based advertising, it’s clear that advertisers are hungry for performance-based mobile marketing services that do far more than branding. They want mobile marketing services that help their brands profitably engage, acquire and retain customers in the mobile space.
Increasingly, consumers are ditching their desktop computers in favor of their smartphones and tablets. The opportunities these devices offer brands and marketers to reach, connect with and influence the purchasing habits of consumers is beyond what many of us considered possible just five years ago. More importantly, mobile and tablet devices offer advertisers an immense opportunity to acquire customers instantly and to generate leads at the click of a button.
MediaWhiz Mobile is here to service those opportunities across a variety of online marketing channels, including affiliate marketing, display advertising, search, SEO, lead generation and email. (more…)
Where will you be March 19 and 20? If the answer isn’t LeadsCon Las Vegas, you need to rethink your plans. With the industry’s premier lead-generation conference a month away, we recently sat down with LeadsCon founder Jay Weintraub to get his take on the state of performance marketing, how he got into the business and what marketers can expect at this year’s conference.
Haven’t purchased your pass to LeadsCon yet? No problem. Click here for a discount and receive $175 off the price of admission, courtesy of MediaWhiz. Don’t delay: the discount is only available through March 1. Discount is valid for new registrations only. Refunds are not available for past purchases.
Be sure to stop by the MediaWhiz booth (#511) at LeadsCon to chat with us about lead generation and performance marketing services. We’d love to see you. Email Keith Trivitt to schedule a meeting.
Below is an edited excerpt of our interview with LeadsCon founder Jay Weintraub.
How did you come about founding and managing LeadsCon? When I started LeadsCon in 2007 I was living in Los Angeles. I moved there from Baltimore to join the specialty ad network Oversee.net. Its core business focused on monetizing large portfolios of domain names. The company also owned a large portfolio of premium domains, including two marquee names in education and mortgage. Old timers will remember Adteractive and its LowRateSource offer. That inspired me to develop some of the domains using lead gen as the monetization.
Fast forward five years and I couldn’t understand why there wasn’t a conference that focused just on lead generation. After a while, I decided that it was what I wanted to do, and if I didn’t give it a try, I would be forever upset at myself.
For those who are unaware of LeadsCon and its role in the performance marketing ecosystem, what should they know about the conference? Who’s the main audience and how do you cater to them? I love the term performance marketing. At the same time, it is a very broad term, and it can be co-opted to describe a wide range of marketing activities that may not be very “performance” oriented.
In that wide range of performance marketing lays a subset of brands and advertisers from whom their business relies on connecting with potential customers, being able to begin a dialog that will hopefully consummate in a business transaction. These advertisers have a business process that is at the same time trackable. They are generally service providers within specific consumer focused segments of the economy, e.g., financial service providers. The opposite would be a consumer packaged goods. Their transactions take place primarily offline. While they can purchase clicks and likes they have very indirect ways of measuring advertising effectiveness. (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…)
Google announced major changes yesterday to AdWords, rolling out what it is calling “enhanced campaigns.” The changes are designed to help marketers “more simply and smartly manager [their] ad campaigns in today’s multi-device world.”
There are two main parts marketers should consider regarding the impact the AdWords changes will have on their work and client campaigns.
First, the changes open up (or rather brings Google up to speed) with a new and improved revenue and ad distribution model, mostly focused around mobile.
Second, the changes bring the advertising and marketing industry one step closer to a comprehensive inter-connected attribution model of consumption. That’s the Holy Grail that marketers have been searching for since the dawn of modems.
Google AdWords Enhanced should help marketers by providing new bid adjustments, customizable ad formatting and simplified reporting. If you have been hesitant to push towards mobile ad distribution, fear no more. Google will help you adjust ads to fit almost all devices, and report back on performance. All of this, of course, should translate to more distribution, more bids, higher budgets and higher revenues (at higher margins) for both marketers and Google. (more…)
Every good marketer knows that to generate leads, they need a robust database. And a good call-to-action. And a means of reaching the potential customers in their database in a timely and efficient manner.
While those ingredients alone won’t necessarily improve your lead-generation campaigns, they will set the stage for the one tool that is a must in any online marketer’s arsenal: email.
But how do you ensure your emails stand out from the crowd? In an age when consumers and business prospects receive hundreds of emails — some great, some OK and many just plain awful — the standard prospecting email won’t cut it anymore.
What you need is great email creative. It’s what helps turn an immediate delete into a potential prospect.
When developing your email creative, keep in mind that not all lists are the same. (more…)
One of the hottest trends in online marketing is native advertising. While not necessarily a new concept — the relatively old-school advertorial has been around for decades — it has seen a resurgence in the current content marketing era. Recent examples of native advertising can be seen with Google’s paid search results, YouTube’s sponsored videos and, to a lesser extent, trending topics on Twitter.
Content marketing has led to innovative forms of online advertising. With the online user experience key to a successful marketing campaign, this non-disruptive form of online advertising will continue to capture marketers’ addition — and advertising dollars — in 2013.
Native Advertising: The Basics
Native advertising is considered one of the newest forms of online marketing.
According to a September 2012 article in Mashable, the term didn’t take root until famed start-up investor Fred Wilson told an audience at OMMA Global in early 2012 about “native monetization” for Web properties, which he described as ads that were “unique and native to the experience” of a website.
Dan Greenberg, the CEO of Sharethrough, is credited with coining the actual term “native advertising.” Here’s Greenberg’s definition: “Native advertising is a form of media that’s built into the actual visual design and where the ads are part of the content.”
What separates native advertising from the equally hot trend of content marketing is a matter of debate. John LoGioco, SVP and general manager of content at Outbrain, recently told Mashable that the two are pretty much the same. “Native advertising seems to be the thing that most are able to hang on to and get it.”
What Makes for Great Native Ads
At its best, native advertising blends seamlessly with the editorial content of a website while providing content that is valuable to the target audience. Below is an example of native advertising on Twitter.