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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. 1. The CMO’s Guide toPerformance Marketing Peter KleinSenior Vice President, MediaWhiz
  2. 2. Agenda………1 Performance Marketing Basics…… 2 Benefits of Performance Marketing………… 3 Potential Pitfalls……… 4 Five Steps for ROI Success
  3. 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. 4. 1................PERFORMANCE BASICS MARKETING
  5. 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. 6. You win by delivering ROI.
  7. 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) @MediaWhizInc
  8. 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. @MediaWhizInc
  9. 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.). @MediaWhizInc
  10. 10. 2..................BENEFITS OF MARKETING PERFORMANCE
  11. 11. $25 billion industry
  12. 12. Small Investments = Big Gains $10,000 – $20,000 initial investment
  13. 13. Multiple Channel Reach
  14. 14. Speed to Market
  15. 15. Measureable Results
  16. 16. 3................POTENTIAL PITFALLS
  17. 17. What to Watch For
  18. 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 @MediaWhizInc
  20. 20. Step 1: Define the Goal
  21. 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 @MediaWhizInc
  22. 22. Step 2: Choose the Right Affiliate Network
  23. 23. Choosing Your Affiliate Network• Select one affiliate network to start• Perform extensive due diligence @MediaWhizInc
  24. 24. Step 3: Plan the Media Mix
  25. 25. Media PlanningShare the following with affiliate network: • Desired media channels: • Affiliate • Display • Social • Mobile • Email • SEO / SEM • Budget • KPIs • Demographic • Geo-location info @MediaWhizInc
  26. 26. Step 4: Monitor the Campaign
  27. 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 @MediaWhizInc
  28. 28. Step 5: Optimize
  29. 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 @MediaWhizInc
  30. 30. 5............... INDUSTRY RESOURCES
  31. 31. MediaWhiz ReportDownload at:
  32. 32. Additional Resources @MediaWhizInc
  33. 33. QUESTIONS?
  34. 34. Stay ConnectedPeter KleinSenior Vice PresidentMediaWhizP: 646-442-5512E: Tw: @MediaWhizIncFind out more at www.MediaWhiz.comCall us toll-free at 888.866.9449Follow us on Twitter: @MediaWhizIncBecome a fan @MediaWhizInc
  35. 35. ………........……. THANK YOU.