Ricky Ahuja, founder of Affiliate Venture Group recently interviewed MediaWhiz’s own Pete Klein, senior vice president of media services. This was a non-traditional interview in the sense that there was very little business talk and more of a narrative that Klein used to illustrate the journey he’s taken to get to where he is today. Klein certainly puts the “Whiz” in MediaWhiz with his “type A” work ethic and his “type B” fun personality. He talks about the people that helped him forge his career forward and the need, in any profession, for more people who never give up. Read the full interview here.
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…)
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.
Yesterday, we announced an important milestone in the 10-plus-year history of MediaWhiz: the expansion of our affiliate network, MonetizeIt. As part of our cross-publishing capabilities with our parent company Matomy Media Group, we are now able to offer a broader selection of domestic and international affiliate marketing campaigns, including game and mobile app downloads, as well as entertainment and dating campaigns. These are in addition to our extensive selection of branded campaigns in verticals such as finance, education, health and beauty and insurance.
Approximately 150 new domestic, international and mobile affiliate campaigns will initially be available through our affiliate network, MonetizeIt. We’re also expanding our base of experienced publishers, allowing advertisers to garner additional traffic to their websites and mobile apps.
Publishers interested in joining MonetizeIt can do so here. (more…)
LeadsCon, a lead-generation conference, wrapped up its West Coast show in Las Vegas last week. The MediaWhiz team was all over the conference, starting with the first day’s Buyers Summit (March 18), and ending with an afternoon panel March 20 on mobile lead generation.
Beyond the ideas and insights our own team brought to LeadsCon, we learned a lot from the dozens of other speakers and vendors who were in attendance. Below is a quick synopsis of our top-3 takeaways from LeadsCon Las Vegas 2013.
Trend #1: Mobile Here, Mobile There, Mobile Everywhere
Not surprisingly, mobile dominated many of the panels and presentations at LeadsCon.
Taking a page from that meme, we launched MediaWhiz Mobile at the conference. Serving as our official mobile performance marketing practice, MediaWhiz Mobile offers clients and publishers 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.
In a March 20 panel hosted by MediaWhiz (“Taking Lead Gen Beyond the Desktop”), panelists discussed best practices for mobile lead generation. One issue panelists highlighted was the need to prepare call centers for the potential flood of incoming calls that could result from making mobile landing pages too easy to convert.
Overshadowing that issue, though, was the bigger concern over whether many companies were even prepared to move beyond the current focus on mobile branding. As Rebecca Madigan of the Performance Marketing Association noted, “Mobile lead generation is a huge ‘money to be had’ opportunity for advertisers and marketers.” A great way advertisers can tap into performance marketing’s mobile lead-gen opportunities is by setting up click-to-call campaigns, according to Madigan. (more…)
By Kelly Clay | Digital Communications Strategist | HasOffers
Is your company thinking of starting a performance marketing program? If the concept is new to your marketing team, it’s critical to understand the basics of performance marketing. During last week’s Performance Marketing Insights in New York City, Peter Klein, MediaWhiz senior vice president of media services, gave an overview of what CMOs need to know about Performance Marketing.
In his presentation, Peter defined what performance marketing is, why it’s beneficial for your company, and how to get started. Here are a few key takeaways from Peter’s presentation that can help anyone starting their own performance marketing program:
Performance Marketing Basics
Peter explained that it’s critical to know that “performance marketing is the smartest online advertising investment. It’s no longer nice to have, but necessary to have” as part of an overall marketing strategy. Performance marketing includes advertisers, affiliates, and the networks that sit in-between them. Advertisers pay for performance, while affiliates, who are paid to deliver a specific action, promote the advertiser through various channels (e.g. PPC, SEO, Social Media). The network then acts as a bank, tracking system, client support, media planner, and compliance team. (more…)
Where will you be March 19 and 20? If the answer isn’t LeadsCon Las Vegas, you need to rethink your plans. You can find us at booth #511 at LeadsCon and throughout the conference at a series of events and panels.
Founded in 2007, LeadsCon showcases the best people and companies in vertical media media and engagement advertising. More than 5,000 people rely each year on LeadsCon for unparalleled insights and access to marketing leaders. Click here to view the conference agenda.
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.
There’s no doubt that performance marketing is a significant force in online marketing, and will continue to grow. What will 2013 have in store for the performance marketing industry? As I see it, there are four key trends that will influence performance marketers’ work in the new year:
1. More brands will invest in performance 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. This indicates that performance marketing will continue to dominate the online ad-spend model. Brands that consistently miss their online marketing ROI targets will comprise the majority of new spend on performance marketing campaigns, as they seek to take advantage of the industry’s guaranteed results. Traditional agencies will continue to focus on branding for their clients in the digital space, and farm out performance marketing budgets to trusted affiliate networks and marketers.
2. Lead quality and compliance take center stage. As brands continue to invest their marketing dollars in performance marketing, they will place increasing pressure on performance marketers to achieve their investment goals. The SaaS and lead quality product market will blossom. These two dynamic sectors of online markets will help advertisers pay for only top-quality leads, enabling performance marketers to get paid appropriately for such quality. The government will continue to get involved in online marketing regulations, such as Do Not Track legislation, and more states will attempt to pass nexus tax laws. Efforts will likely be minimally intrusive, and the industry will push for self-regulation efforts as a means to limit involvement.
3. Mobile lead-gen has its moment in the sun. Mobile marketing will become a much larger piece of the advertising budget in 2013. eMarketer forecasts 138 million smartphone users in the U.S. next year, comprising 43% of the total population. It will be critical for advertisers to optimize websites and create shorter lead-generation forms with click-to-call for mobile devices. In our “always on” world, consumers need instant gratification from the brands they allow into their online world. Advertisers that provide consumers with access to immediate customer service will win their business.
4. Consolidation of media channels. A larger premium will be placed on internal media sources to provide quality and consistency. As such, the lead-generation industry will see a continued and more aggressive consolidation of affiliate networks. Many affiliates will merge with or acquire one or more of their affiliate media sources. Specifically, many mailers and media buyers will join forces with networks to increase margin, reduce compliance risk and deliver on allocated budget to survive and create a competitive advantage.
Long dismissed as a niche form of online marketing, performance marketing has become a multibillion-dollar force in the digital-media ecosystem. For CMOs, performance marketing, of which affiliate marketing comprises the largest share of revenue growth, is no longer a marketing strategy that can be ignored or delegated to junior-level marketing managers. It is now a driving force behind many brands’ online growth and customer-acquisition efforts. As such, it requires CMOs’ devout attention to properly use and scale in order to realize long-term customer-acquisition value.
The rise of affiliate marketing, and its growing influence with digital marketers, is no accident.
Affiliate marketing has existed for more than a decade. It helps advertisers achieve their ROI goals by using publishers (affiliates) to conduct their marketing efforts via multiple media channels on a pay-for-performance basis.
Affiliate marketing can be used for any vertical, brand, company, language, time frame, or demographic. Importantly, it is a useful testing ground for CMOs who desire online marketing channel options, instant gratification, speed, and a clear measurement of return on advertising spend (ROAS) or return on marketing (ROM) investment. In fact, many affiliate marketers are experts in industry metrics and traffic sources, and can help CMOs develop campaigns based on long-term brand and customer-acquisition. This is critical as the industry evolves into a larger mobile-consumer target.
But affiliate marketing’s benefits extend beyond lead generation. Affiliate marketing professionals and networks are at the forefront of innovative online marketing campaigns. The rise of social networking sites, such as Facebook, LinkedIn, and Pandora, were largely built on affiliate marketing ad spend revenues.
Every brand in the digital age needs a strong lead-generation component to its online marketing strategy. Affiliate marketing is CMOs’ answer to that need.
The benefits of affiliate marketing are more thoroughly explained in a new MediaWhiz insight paper from, “The CMO’s Guide to Affiliate Marketing.” It outlines critical steps CMOs should take to begin working with an affiliate; defines core terminology; and information on why it is critical for CMOs to invest some of their marketing spend in the affiliate marketing channel.