The CMO's Guide to Performance Marketing
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The CMO's Guide to Performance Marketing by SVP Marketing Peter Klein of MediaWhiz, which took place at Performance Marketing Insights NYC on March 12 2013.
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The CMO's Guide to Performance Marketing
- 1. The CMO’s Guide to Performance Marketing Peter Klein Senior 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 marketing About 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, tracking system, client support, media planner, creative, and compliance team. •Affiliates are entrepreneurs and assume the advertising/testing risk though paid only on a specified action. •Advertisers pay on performance, while affiliates typically must arbitrage their media spend (CPM, CPC, CPO, etc.). www.MediaWhiz.com @MediaWhizInc
- 10. 2 .................. BENEFITS OF MARKETING PERFORMANCE
- 12. Small Investments = Big Gains $10,000 – $20,000 initial investment
- 14. Speed to Market
- 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 Planning Share 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 & Compliance Work doesn’t stop once the campaign launches •Ensure budget is spent properly •Adherence to brand guidelines •Performance tracked against plan/KPIs •Use services like CPA Detective and Lashback www.MediaWhiz.com @MediaWhizInc
- 28. Step 5: Optimize
- 29. Optimizing Your Campaign You 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 Report Download at: www.MediaWhiz.com/Insights
- 32. Additional Resources www.MediaWhiz.com @MediaWhizInc
- 33. QUESTIONS?
- 34. Stay Connected Peter Klein Senior Vice President MediaWhiz P: 646-442-5512 E: pklein@mediawhiz.com Tw: @MediaWhizInc Find out more at www.MediaWhiz.com Call us toll-free at 888.866.9449 Follow us on Twitter: @MediaWhizInc Become a fan at facebook.com/MediaWhizHoldingsLLC www.MediaWhiz.com @MediaWhizInc
- 35. ………........……. THANK YOU.