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The CMO's Guide to Performance Marketing

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Peter Klein, SVP MediaWhiz Inc, presents the CMO's guide to performance marketing at Performance Insights 2013 in NYC.

Peter Klein, SVP MediaWhiz Inc, presents the CMO's guide to performance marketing at Performance Insights 2013 in NYC.


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  • 1. The CMO’s Guide toPerformance Marketing Peter KleinSenior Vice President, MediaWhiz www.MediaWhiz.com
  • 2. Agenda………1 Performance Marketing Basics…… 2 Benefits of Performance Marketing………… 3 Potential Pitfalls……… 4 Five Steps for ROI Success
  • 3. About Me• Oversee media-buying practice• 15 years’ experience in performance marketingAbout My Company — MediaWhiz• Integrated digital media and performance marketing agency• Part of Matomy Media Group• Services: Affiliate, Display, Search, Social, Email• Top-5 Affiliate Network, mThink, 2013• Top-25 Digital Agency, Ad Age, 2012
  • 4. 1................PERFORMANCE BASICS MARKETING
  • 5. Performance marketing is the smartest online advertising investment. It’s no longer a “nice-to-have.” It’s a “must-have” for CMOs.
  • 6. You win by delivering ROI.
  • 7. What Is Performance Marketing? Performance Marketing Marketing techniques and campaigns by which the advertiser pays only for results• Method of interactive advertising• Includes Affiliate Marketing paid on “performance”• Performance actions are a sale (Cost Per Sale) or a lead (Cost Per Lead) www.MediaWhiz.com @MediaWhizInc
  • 8. What Is Affiliate Marketing?• Advertisers• Affiliates (Publishers)• Affiliate Networks • Act as intermediary between advertisers & publishers Affiliate Marketing Method of marketing whereby publishers (affiliates) conduct marketing campaigns on behalf of an advertiser. www.MediaWhiz.com @MediaWhizInc
  • 9. What Is Affiliate Marketing?Points of Interest•Affiliate Networks typically act as a bank, trackingsystem, client support, media planner, creative, andcompliance team.•Affiliates are entrepreneurs and assume theadvertising/testing risk though paid only on aspecified action.•Advertisers pay on performance, while affiliatestypically must arbitrage their media spend (CPM,CPC, CPO, etc.). www.MediaWhiz.com @MediaWhizInc
  • 10. 2..................BENEFITS OF MARKETING PERFORMANCE
  • 11. $25 billion industry
  • 12. Small Investments = Big Gains $10,000 – $20,000 initial investment
  • 13. Multiple Channel Reach
  • 14. Speed to Market
  • 15. Measureable Results
  • 16. 3................POTENTIAL PITFALLS
  • 17. What to Watch For
  • 18. What to Watch For… and why you need an experienced partner•Placement transparency•Brand integrity•Compliance with media and government regulations•Affiliate fraud potential•Consumer experience www.MediaWhiz.com @MediaWhizInc
  • 19. ..................4 FIVE STEPS PERFORMANCE MARKETING SUCCESS
  • 20. Step 1: Define the Goal
  • 21. Define the Goal• Desired outcome is lead or sale• 2 types of affiliate network: • Cost-per-Sale (CPS) • Cost-per-Lead (CPL/CPA)• CPS networks charge percent of sale• CPL/CPA networks generate leads at fixed price www.MediaWhiz.com @MediaWhizInc
  • 22. Step 2: Choose the Right Affiliate Network
  • 23. Choosing Your Affiliate Network• Select one affiliate network to start• Perform extensive due diligence www.MediaWhiz.com @MediaWhizInc
  • 24. Step 3: Plan the Media Mix
  • 25. Media PlanningShare the following with affiliate network: • Desired media channels: • Affiliate • Display • Social • Mobile • Email • SEO / SEM • Budget • KPIs • Demographic • Geo-location info www.MediaWhiz.com @MediaWhizInc
  • 26. Step 4: Monitor the Campaign
  • 27. Monitoring & ComplianceWork doesn’t stoponce the campaignlaunches•Ensure budget is spentproperly•Adherence to brandguidelines•Performance trackedagainst plan/KPIs•Use services like CPADetective and Lashback www.MediaWhiz.com @MediaWhizInc
  • 28. Step 5: Optimize
  • 29. Optimizing Your CampaignYou get what you pay for•ROI goals achieved by optimizing campaign sources•Pay more for quality, profitable traffic to scale volume•OR cut off unprofitable traffic sources www.MediaWhiz.com @MediaWhizInc
  • 30. 5............... INDUSTRY RESOURCES
  • 31. MediaWhiz ReportDownload at: www.MediaWhiz.com/Insights
  • 32. Additional Resources www.MediaWhiz.com @MediaWhizInc
  • 33. QUESTIONS?
  • 34. Stay ConnectedPeter KleinSenior Vice PresidentMediaWhizP: 646-442-5512E: pklein@mediawhiz.com Tw: @MediaWhizIncFind out more at www.MediaWhiz.comCall us toll-free at 888.866.9449Follow us on Twitter: @MediaWhizIncBecome a fan atfacebook.com/MediaWhizHoldingsLLC www.MediaWhiz.com @MediaWhizInc
  • 35. ………........……. THANK YOU.