1. The document provides a benchmark study of cost-per-lead (CPL) advertising across different industry verticals based on research from Pontifex, a marketplace connecting companies to interested consumers through CPL pricing.
2. On average, CPL prices vary based on the industry and number of consumer contact fields collected, with prices generally higher for more fields. Common lead engagement strategies by industry include e-newsletters, social communities, and loyalty programs.
3. Methodology notes the study analyzed over 709 campaigns from August 2008-July 2009 with a minimum spend of $5,000. CPL pricing does not account for emerging media.
86 Revealing Charts From the 2013 State of Inbound Marketing ReportHubSpot
86 insightful charts -- straight from the 2013 State of Inbound Marketing Report -- to use in your own content and presentations. Download the full report here (http://offers.hubspot.com/2013-state-of-inbound-marketing), or access our blog post of 150+ stats from the report here (http://blog.hubspot.com/2013-inbound-marketing-stats-charts). Enjoy!
Learn proven strategies to get more prospects into your sales funnel. In this webinar, we'll show you multiple ways to grow your email list and your sales lead funnel.
Topics Covered:
• The 'Agora Model' – a proven 'Client Acquisition Process' to generate more leads
• The characteristics of a successful offer
• The 3 hottest trends in B2B marketing today
• 6 Steps to creating irresistible B2B offers
• How to increase conversion rates on your landing pages
Presenter: Bob Bly
50 Digital Marketing Metrics for CMOs, CDOs, CIOs and CFOsVala Afshar
These 50 metrics are must haves for any CMOs, CDOs, CIOs and CFOs. They help to illustrate why marketing is important and how marketing will help your organization.
B2B LEAD GENERATION BY ENHANCING BRAND EXPERIENCE Interics Digital
Interics In-Digital is a full services digital marketing company with special experience working for B2B clients. Uses a customised combination of strategies and tailors AI-enabled digital marketing solutions for powerful digital brand experience and high-quality lead generation.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
14 insights on B2B Marketing for 2015 and beyond from @MarketingProfs B2B Forum speakers. Contributors include:
Ann Handley of MarketingProfs, Jeannine Rossignol of Xerox, Joel Book of Salesforce, Seth Lieberman of SnapApp, Tom Webster of Edison Research, Susan Emerick of Brands Rising, Steve Garfield, Jennifer Sable Lopez of Moz, Kerry O’Shea Gorgone of MarketingProfs, Jason Miller of LinkedIn, Jim Greenway of T.D. Williamson, Lee Odden of TopRank Online Marketing, Jon Miller of Marketo and Brian Massey of Conversion Sciences.
This is a Visual eBook produced by @TopRank Online Marketing.
86 Revealing Charts From the 2013 State of Inbound Marketing ReportHubSpot
86 insightful charts -- straight from the 2013 State of Inbound Marketing Report -- to use in your own content and presentations. Download the full report here (http://offers.hubspot.com/2013-state-of-inbound-marketing), or access our blog post of 150+ stats from the report here (http://blog.hubspot.com/2013-inbound-marketing-stats-charts). Enjoy!
Learn proven strategies to get more prospects into your sales funnel. In this webinar, we'll show you multiple ways to grow your email list and your sales lead funnel.
Topics Covered:
• The 'Agora Model' – a proven 'Client Acquisition Process' to generate more leads
• The characteristics of a successful offer
• The 3 hottest trends in B2B marketing today
• 6 Steps to creating irresistible B2B offers
• How to increase conversion rates on your landing pages
Presenter: Bob Bly
50 Digital Marketing Metrics for CMOs, CDOs, CIOs and CFOsVala Afshar
These 50 metrics are must haves for any CMOs, CDOs, CIOs and CFOs. They help to illustrate why marketing is important and how marketing will help your organization.
B2B LEAD GENERATION BY ENHANCING BRAND EXPERIENCE Interics Digital
Interics In-Digital is a full services digital marketing company with special experience working for B2B clients. Uses a customised combination of strategies and tailors AI-enabled digital marketing solutions for powerful digital brand experience and high-quality lead generation.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
14 insights on B2B Marketing for 2015 and beyond from @MarketingProfs B2B Forum speakers. Contributors include:
Ann Handley of MarketingProfs, Jeannine Rossignol of Xerox, Joel Book of Salesforce, Seth Lieberman of SnapApp, Tom Webster of Edison Research, Susan Emerick of Brands Rising, Steve Garfield, Jennifer Sable Lopez of Moz, Kerry O’Shea Gorgone of MarketingProfs, Jason Miller of LinkedIn, Jim Greenway of T.D. Williamson, Lee Odden of TopRank Online Marketing, Jon Miller of Marketo and Brian Massey of Conversion Sciences.
This is a Visual eBook produced by @TopRank Online Marketing.
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
Your Content Marketing Machine Is Broken—And There's Only One Thing That Can ...Influitive
B2B content marketing is broken. Learn why user-generated content is the solution, and how other brands are leveraging their customer's voices to tell powerful stories and increase their reach in this short primer for marketing executives.
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
Steve Hamilton from The Kent Messenger Group asks whether your business is ready for digital marketing and explains how local media can be a part of the larger marketing mix and how digital can be local too.
Digital Marketing Opportunities And Challenges PowerPoint Presentation Slides SlideTeam
Building a Digital Marketing PowerPoint presentation from scratch is indeed a tricky task. To help you out in this, here we are presenting our pre-made 62 slides Digital Marketing Opportunities and Challenges PowerPoint Presentation Slides deck. With support of our excellent Digital Marketing deck, you can easily cover topics like Online Marketing, Performance Overview, Search Engine Optimization Fundamentals, SEO Opportunities, Ranking, Monthly Traffic etc. With so many people online, it’s necessary for businesses to be online as well and digital marketing is an immediate way to reach them. Using the designs of this descriptive presentation show, you can also brief onlookers about the importance of digital marketing and its advantages. Furthermore, using our digital marketing presentation PPT example deck, consultants can discuss outcome and impact of digital marketing on the business to ensure whether proper marketing strategies and regulations are followed correctly or not. It has exclusive PowerPoint presentation slides like Organic Visits and Backlist, Web Traffic Insights, Web Marketing Plan, Lead Generation Activates, Monthly Social Media Dashboard etc. are included for better awareness of the topic. Download this online marketing Opportunities and Challenges PPT sample deck file and let audience see your proactive approach for internet marketing. Get away from it all with our Digital Marketing Opportunities And Challenges PowerPoint Presentation Slides. They can even create an entertaining break.
Marketing automation plays a big part in how well your email campaigns perform. Our latest benchmarks report showed that compared to traditional newsletters, automated emails have Focus on quality traffic – define your target audience
Improve your SEO
Create high converting web forms and landing pages
Drive traffic to your landing pages using paid ads
7 Winning Digital Marketing Strategies for 2018 Medicare AEPScott Levine
Medicare Marketing for 2018 AEP is going to have a distinctly different digital flavor. That’s because this year’s Boomer audience now consumes more of their media digitally.
According to a Limelight Networks report, “Baby boomers spend more time online than millennials: 51% of baby boomers spend 15 hours per week online, while only 41% of millennials
spend the same amount of time online. And according to Pew Research, nearly 80% of Baby Boomers are Internet users.
Medicare marketers who have relied on the tried and true workhorse of direct mail to deliver their Medicare Marketing messaging, will have to evolve to and become immersed in the world of digital marketing -- ready or not. What’s more,
direct mail isn’t going away anytime soon. So the added complexity of integrating multiple channels of media with direct mail and understanding both the integration and the
attribution of these channels has caused many Medicare marketers to stop, and take notice that a new digital day has dawned in Medicare marketing.
And some are simply not ready. Many marketers experienced in direct mail and print haven’t felt the need to move into digital, since the prior generations of Medicare recipients weren’t patronizing digital channels. Now all that has
changed. And with it, so has Medicare marketing.
Let’s discuss the 7 proven winning digital marketing strategies for 2018 Medicare AEP.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
3 years ago, a simple request changed Marcus Sheridan's life. A CMO (chief marketing officer) from a manufacturing company said to him, "Marcus, I believe in inbound marketing. I believe in HubSpot. But I just can't get buy-in from everyone in management and sales to help me in this process. So I need you to come out to our company and convince everyone that they want to be a part of this." That statement led to Marcus Sheridan giving what was his first Inbound Marketing Workshop, something he has done many, many times since then to organizations of all sizes. In this passionate and interactive session, Sheridan will show: 1. The steps to giving an effective workshop so that everyone is engaged, illuminated, and bought-in to the essence of inbound marketing. 2. How to use the workshop to turn everyone on the team into a content producer 3. How add workshops to your service offerings so as to lead to stronger client relations and better profits for Inbound Agencies
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
Convergence of PR and Content Marketing Kenneth Lim
This deck was first presented at a Webinar organised by Meltwater, and it basically explores the rise of content marketing, and describes in detail using case study and examples of how PR and Content Marketers should work closely as a team to repurpose each other's work to achieve the common goal of driving conversions.
What does it take to be a high performer in B2B marketing? This presentation looks at the results of the largest study focused on B2B marketing specifically looking at the difference between high performers and under performers. This report details the tools, techniques, and best practices of over 1,000 companies to help you see what you need to do to become one of the best.
The Missing Piece of Marketing Automation: Your PhoneDialogTech
The first step toward strengthening your marketing is making better use of a tool that is already on your desk: the phone. If your business already uses a marketing automation system, the phone is often an underappreciated part of the automation equation. And if your company doesn’t yet use marketing automation, there is no better and simpler place to start with marketing automation than by using the tool you already use every day. In part because of all the marketing advances outlined above, businesses often take the phone for granted. We forget that simply talking with your customers can effectively market and grow your business.
Presentation with my POV on the critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves
As reported in eMarketer, ClickZ, and Econsultancy, Fortune 500 companies are using CPL advertising to build social brand groups and community sites in an accountable way.
Check out the presentation and learn:
• Marketers like Kimberly-Clark, Hewlett-Packard/Snapfish, eFax, Tommy Hilfiger, and more are connecting with interested consumers through social/community sites, newsletters, loyalty programs and other engagement vehicles.
• The average cost of a marketing lead varies across different industry sectors, including retail, travel, consumer electronics, nonprofit and more.
• Exclusive snapshots from the ASPCA social campaign that was highlighted in ClickZ.
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
Your Content Marketing Machine Is Broken—And There's Only One Thing That Can ...Influitive
B2B content marketing is broken. Learn why user-generated content is the solution, and how other brands are leveraging their customer's voices to tell powerful stories and increase their reach in this short primer for marketing executives.
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
Steve Hamilton from The Kent Messenger Group asks whether your business is ready for digital marketing and explains how local media can be a part of the larger marketing mix and how digital can be local too.
Digital Marketing Opportunities And Challenges PowerPoint Presentation Slides SlideTeam
Building a Digital Marketing PowerPoint presentation from scratch is indeed a tricky task. To help you out in this, here we are presenting our pre-made 62 slides Digital Marketing Opportunities and Challenges PowerPoint Presentation Slides deck. With support of our excellent Digital Marketing deck, you can easily cover topics like Online Marketing, Performance Overview, Search Engine Optimization Fundamentals, SEO Opportunities, Ranking, Monthly Traffic etc. With so many people online, it’s necessary for businesses to be online as well and digital marketing is an immediate way to reach them. Using the designs of this descriptive presentation show, you can also brief onlookers about the importance of digital marketing and its advantages. Furthermore, using our digital marketing presentation PPT example deck, consultants can discuss outcome and impact of digital marketing on the business to ensure whether proper marketing strategies and regulations are followed correctly or not. It has exclusive PowerPoint presentation slides like Organic Visits and Backlist, Web Traffic Insights, Web Marketing Plan, Lead Generation Activates, Monthly Social Media Dashboard etc. are included for better awareness of the topic. Download this online marketing Opportunities and Challenges PPT sample deck file and let audience see your proactive approach for internet marketing. Get away from it all with our Digital Marketing Opportunities And Challenges PowerPoint Presentation Slides. They can even create an entertaining break.
Marketing automation plays a big part in how well your email campaigns perform. Our latest benchmarks report showed that compared to traditional newsletters, automated emails have Focus on quality traffic – define your target audience
Improve your SEO
Create high converting web forms and landing pages
Drive traffic to your landing pages using paid ads
7 Winning Digital Marketing Strategies for 2018 Medicare AEPScott Levine
Medicare Marketing for 2018 AEP is going to have a distinctly different digital flavor. That’s because this year’s Boomer audience now consumes more of their media digitally.
According to a Limelight Networks report, “Baby boomers spend more time online than millennials: 51% of baby boomers spend 15 hours per week online, while only 41% of millennials
spend the same amount of time online. And according to Pew Research, nearly 80% of Baby Boomers are Internet users.
Medicare marketers who have relied on the tried and true workhorse of direct mail to deliver their Medicare Marketing messaging, will have to evolve to and become immersed in the world of digital marketing -- ready or not. What’s more,
direct mail isn’t going away anytime soon. So the added complexity of integrating multiple channels of media with direct mail and understanding both the integration and the
attribution of these channels has caused many Medicare marketers to stop, and take notice that a new digital day has dawned in Medicare marketing.
And some are simply not ready. Many marketers experienced in direct mail and print haven’t felt the need to move into digital, since the prior generations of Medicare recipients weren’t patronizing digital channels. Now all that has
changed. And with it, so has Medicare marketing.
Let’s discuss the 7 proven winning digital marketing strategies for 2018 Medicare AEP.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
3 years ago, a simple request changed Marcus Sheridan's life. A CMO (chief marketing officer) from a manufacturing company said to him, "Marcus, I believe in inbound marketing. I believe in HubSpot. But I just can't get buy-in from everyone in management and sales to help me in this process. So I need you to come out to our company and convince everyone that they want to be a part of this." That statement led to Marcus Sheridan giving what was his first Inbound Marketing Workshop, something he has done many, many times since then to organizations of all sizes. In this passionate and interactive session, Sheridan will show: 1. The steps to giving an effective workshop so that everyone is engaged, illuminated, and bought-in to the essence of inbound marketing. 2. How to use the workshop to turn everyone on the team into a content producer 3. How add workshops to your service offerings so as to lead to stronger client relations and better profits for Inbound Agencies
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
Convergence of PR and Content Marketing Kenneth Lim
This deck was first presented at a Webinar organised by Meltwater, and it basically explores the rise of content marketing, and describes in detail using case study and examples of how PR and Content Marketers should work closely as a team to repurpose each other's work to achieve the common goal of driving conversions.
What does it take to be a high performer in B2B marketing? This presentation looks at the results of the largest study focused on B2B marketing specifically looking at the difference between high performers and under performers. This report details the tools, techniques, and best practices of over 1,000 companies to help you see what you need to do to become one of the best.
The Missing Piece of Marketing Automation: Your PhoneDialogTech
The first step toward strengthening your marketing is making better use of a tool that is already on your desk: the phone. If your business already uses a marketing automation system, the phone is often an underappreciated part of the automation equation. And if your company doesn’t yet use marketing automation, there is no better and simpler place to start with marketing automation than by using the tool you already use every day. In part because of all the marketing advances outlined above, businesses often take the phone for granted. We forget that simply talking with your customers can effectively market and grow your business.
Presentation with my POV on the critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves
As reported in eMarketer, ClickZ, and Econsultancy, Fortune 500 companies are using CPL advertising to build social brand groups and community sites in an accountable way.
Check out the presentation and learn:
• Marketers like Kimberly-Clark, Hewlett-Packard/Snapfish, eFax, Tommy Hilfiger, and more are connecting with interested consumers through social/community sites, newsletters, loyalty programs and other engagement vehicles.
• The average cost of a marketing lead varies across different industry sectors, including retail, travel, consumer electronics, nonprofit and more.
• Exclusive snapshots from the ASPCA social campaign that was highlighted in ClickZ.
Native Advertising and Content Marketing - White Paper - IAB Europe - Decembr...Romain Fonnier
Dans un livre blanc sur le native advertising et le content marketing, l’IAB Europe livre un aperçu de la manière dont ce type de contenus contribue à fournir de meilleures expériences publicitaires. La publication revient également sur les nouveaux types de formats et fournit des conseils sur la création et la distribution de ces publicités.
Ont notamment contribué à ce livre blanc, Stéphane Hauser (IAB France), Charlotte Diemer (Teads), Mick Loizou Michail (Yahoo), Jean-Paul Edwards (OMD), Libby Wright (MediaCom)…
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
Today’s consumers are bombarded with advertising messages which could mean up to 5,000 messages each day. Combine this fact with the increasing use of ad blocking tools and the challenge becomes even more real and indeed some audiences have become unreachable via advertising. These contemporary challenges have meant that engaging formats and creativity have become key in online advertising. The IAB Europe Native Advertising and Content Marketing white paper provides insight into how native advertising can build better advertising experiences for consumers and therefore more meaningful relationships. It also provides guidance on key considerations for creating and distribution native advertising.
The white paper addresses:
How native advertising enables meaningful consumer relationships
Native advertising format types
Key considerations for executing native advertising and content-based advertising
The European landscape – how native advertising is developing across the different European markets
The challenge for retailers is no longer how to lure shoppers online, but how to add value for their existing customer base. Examine critical business functions for online commerce success, as well as best-in-class factors — transpromo, crosschannel campaigns and deep-dive personalization. Learn the “four Cs” of staying alive — conversion, clarity of messaging, channel crossings and cooperative communications with third parties. Also, learn several key software and cycle management tools that incorporate analytics and printed literature.
What is Digital Marketing? Advantages and Disadvantagesnewshariqueraza2
Digital marketing is the art of promoting brands and building relationships with customers digitally.
In this era, customers are using the internet on mobile devices and laptops, and lots of traffic comes from digital platforms like Google, Youtube, Facebook, Instagram, Twitter, Gmail, and others. That is why digital marketing is all about connecting with potential customers through the internet and other digital means.
Also, we can say it is online marketing as well as Internet marketing.
According to Forrester, consumers trust expert opinions 6x more than advertising when deciding what product to buy. But earned media is impossible to control and difficult to scale. Until now. Read this research paper from inPowered and Marketing Evolution to understand how major brand marketers are leveraging their earned media, written by trusted category experts, to drive serious lifts in brand favorability, advocacy, and purchase intent and achieve ROI 7-14x campaign investment levels.
Study of Online Performance Marketing in China 2012: the Year in Review and l...GLG (Gerson Lehrman Group)
In 2012, the biggest buzz word in China’s digital marketing is undoubtedly “RTB” (Real-time Bidding). Since Google launched the DoubleClick Ad Exchange Platform in China in early 2012, it has brought drastic changes to the market in adopting real-time media transaction. In a recent research paper, IDC estimated that total RTB spending in China will increase significantly from USD21 million in 2012 to USD627 million in 2016 at a 145% CAGR.
iClick Interactive has conducted a study on China’s performance marketing landscape by analyzing the growth of the 4 main digital channels: search, display, video and mobile in recent years, and how each channel is evolving to become more performance-driven to suit marketers’ growing demand on ROI. The study has also shed light on how the China’s digital marketing landscape will evolve in 2013.
Given that in 2013 the industry drove some 10% of the
UK’s eCommerce traffic and commanded a marketing
spend of £1bn according to the PwC / IAB OPM study
(see page 6), it’s a permanent (and growing) feature
of integrated digital marketing programmes. In
fact it’s a channel that exemplifies just how digital
is merging marketing and sales channels.
Affiliate Marketing is not a ‘channel’. Rather it’s an
advertising objective. Affiliate campaigns deploy
most digital advertising and marketing disciplines
including email, display, content, search, social
media and audience targeting. It works across mobile
platforms, uses programmatic methods and is now
establishing exciting offline opportunities for digital
marketers. Affiliate data is packed with audience
and customer insight providing marketers with
customer journey and point-of-sale perspectives
that enrich standard advertising analytics.
This handbook, the work of the IAB’s Affiliate Marketing
Council, exposes the industry’s diversity and even
if you thought you knew affiliate marketing, you’ll
probably be surprised by some of the marketing
opportunities mapped out in these pages. If
you’re new to digital or haven’t used affiliate
marketing before, this handbook will help you
understand the industry’s value and mechanics.
Overall, this handbook represents one of the fastest
growing digital marketing channels which many of
the UK’s top advertisers recognise as highly effective
and are thus increasing their investment in. This
isn’t simply because its yields are extraordinarily
high (14:1 ROI); it’s also because it’s a flexible
and creative space to work within that touches
customers throughout the marketing funnel.
Digital marketing in B2B organization has become an essential mandate for Marketing organizations. A recent ITSMA report suggests:
·The most significant marketing budget change is in digital marketing, with 76% of marketers planning to increase their digital marketing budgets
·Marketers will continue to increase their content development and brand/communications budgets to support thought leadership marketing, while budget is flowing away from public trade shows, sponsorships, and traditional advertising
Catching up with shivakeshavan cii mumbai : Our Sumit Roy
Mallcom India Director Mr. Giriraj Mall on why Mallcom choose to sponsor Shiva Keshavan for 3 years apart from making a coffee table book on his life. Shiva Keshavan is the only Luge sportsperson from India to have participated in the Olympics 6 times. He holds the record for being the fastest Asian Luger (134.3km/hour and is accurately nicknamed the “Fastest Asian on Ice” At 16 he became the youngest Luger to participate in the winter Olympics.
research report on online food ordering market in IndiaSumit Roy
Indian online food delivery is set to boom according to the latest research report.The Restaurant industry is estimated to be USD 56 Billion and thedelivery industry is pegged atUSD 15 Billion
The Indian Casual Dining (44%) dominatesthe organised segment while QSR is one of the fastest growing
segment
how iOT is set to herald the Renaissance of 2nd industrial revolution Sumit Roy
Internet of things will all set to herald the second industrial revolution. From Industries as diverse as manufacturing, automotive,industrial, home electronics,Oil and Gas,Insurance including hardware and software,
patents received by the top 5 technology companies Sumit Roy
THE ‘BIG 5’ PATENTS REPORT
Patent activity and trends across Amazon, Apple, Facebook, Google,and Microsoft
OVERALL PATENT ACTIVITY FROM BIG 5 COHORT ON
THE RISE
Applications trend upwards: Collectively, these IP powerhouses
have applied for more than 52,000 patents since 2009. Total
applications have steadily risen as each company diversifies its
research activities, with annual combined applications nearing
10,000 in 2013.
Microsoft leads, Facebook lags: Microsoft has filed for the most
patents, applying for over 16,800 since 2009, with second-place
Google applying for more than 14,500. Apple was in 3rd and
Amazon 4th, with Facebook lagging significantly behind.
Grants also rising: Although somewhat dependent on the USPTO
approval process, annual grant publications for this cohort have
also consistently grown. Google is now surpassing Microsoft for
the top spot here in part thanks to the reversal of its anti-patent
stance early in the decade.
INDIVIDUAL PATENTS REVEAL BROAD INTERESTS IN AI,
AR/VR, AND VEHICLES
AI activity skyrockets: 2014 applications with AI-related keywords
have already set an annual record, with more applications likely to be published. Microsoft leads with Google quickly rising in second,
while Apple lags all of its peers thus far.
Facebook picking up: Although behind the other four in overall
filings, its activity is on the rise and recently published applications reveal its efforts to automate the removal of objectionable contentusing machine learning.
Apple targets vehicles, wearables: Apple came in second behind Google in our keyword analysis of vehicle-related tech. Individual filings point to research in autonomous vehicles and AR/VR.
Amazon broadens activities: The e-commerce company has
moved from consumer devices like e-book readers and tablets to drones, cybersecurity, and potentially tech to support its Go stores.
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
State of mobile mobile developers:ecosystem and marketing mixSumit Roy
InMobi undertook a survey of mobile developers across the world in an attempt to understand the ever growing
ecosystem better. The Mobile app developer survey from InMobi drawn from over 1000+ respondents across 155
countries showcases some insightful data on the latest trends in the mobile app ecosystem, including developer
mindshare, platform of choice , revenue models, challenges and motivations and mobile ad network preferences.
top 5 indicators on pharma brands and marketing spendsSumit Roy
pharma brands and how they plan to spend on marketing . This research data shows " pharma companies and which media channels they intend to spend online . Suprisisngly mobile channel remains the most " powerful and valuable channel" which pharma brands plans to spend on this year,followed by social and online.
2016 BrandZ™ Top 100 Most Valuable Global Brands increased 3 percent, to $3.4...Sumit Roy
In a year marked by disruption, the value of the 2016 BrandZ™ Top 100 Most Valuable Global Brands increased 3 percent, to $3.4 trillion.
Six of the 14 categories included in the 2016 ranking declined in value compared with only two last year. One category remained flat. Of the seven categories that increased in value, only two grew by more than 10 percent.
global Venture funding and start up data : top 10 chartsSumit Roy
2015 VC FUNDING HITS ALL-TIME HIGH. ENDS WITH PULLBACK.
Multi-year highs in funding: Globally, funding to VC-backed companies in 2015 hit an all-time high of $128.5B, up 44 percent versus 2014’s total of $89.4B.
Deals see steep decline: Large deals were the headline of 2015, largely driving the funding trends and leaving deal activity to fall for the final 2 quarters, including Q4’15, which saw just 1742 deals, the lowest quarterly total since Q1’13.
top 100 start up companies with valuations of 1$ billion and aboveSumit Roy
the list of start ups which are a unicorn ( valuation above 1 billion ISD) Each start ups is mapped to its business vertical, the country of origin and the vc investment by funds
global biggest start up companies with valuations of 1$ billion and aboveSumit Roy
CBI insights lists the top 100 the biggest Unicorns with $1billion and more in valuation. Investment of individual start ups, total valuation and the business verticals are also mapped .
Rapidly evolving urban consumer attitudes are transforming our world. With only 5 years to go until 2020, the future seems closer than ever.These are top 10 consumer products that would change consumers and their interaction with devices
2. Introduction
It is no surprise that performance advertising has grown tremendously over the past few years. In turbulent
economic times, marketers are forced to do more with less. At the same time, audiences are more fragmented,
making engagement and brand loyalty more di cult to accomplish. Advertisers are faced with the dual chal-
lenges of both increased scrutiny over ROI and a more competitive marketplace through which to reach their
target consumers.
To address issues of measurability and audience engagement, marketers have turned to pay for performance
pricing models, wherein media is purchased based on a de ned success metric or speci c action - instead of
impressions. As a result, Cost-per-Lead (CPL) advertising has gained signi cant traction across verticals.
This rst quarterly report provides a detailed overview and measure of the market, including:
1. CPL Advertising Overview
2. Ponti ex CPL Benchmark Study
a. How Advertisers Engage Marketing Leads
b. Average CPL and Sample Lead Engagement Strategies by Industry
i. All Industry Verticals
ii. Consumer Packaged Goods
iii. Travel
iv. Non-pro t
v. Health
vi. Entertainment
vii. Online Retail & Catalog
viii. Technology
3. Methodology
Cost-per-Lead Advertising Overview
Online lead generation is a broad term used to de ne the acquisition of consumer contact information through
digital advertising. Cost-per-Lead (CPL) is the pricing model through which advertisers ask consumers to provide
contact information and pay only for the contact information, or lead, collected.
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3. When advertisers think of lead generation, they often picture consumer contact information sold through list
brokers and lead generators without strict opt-in policies. This category of lead generation is known as “sales
leads.” Sales leads are generic leads that are often resold to multiple advertisers.
However, the emergence of marketing leads has changed the online lead generation landscape. A marketing
lead is the contact information of a consumer who has explicitly signed up to receive communication from a
speci c brand. Marketing leads are collected on a strict opt-in basis and are never resold.
In a marketing leads CPL campaign, advertisers gain exclusive marketing rights to individuals who want to hear
from them, and pay only for valid sign ups. As a result, marketers from all major industry categories have adopted
CPL advertising, including The 2008 Barack Obama Presidential Campaign, Kimberly-Clark, Disney, Blockbuster,
Blackberry, UNICEF, Travel Nevada, NewEgg and Graco.
The Ponti ex CPL Benchmark Study
Ponti ex is a marketplace that connects companies to interested consumers (i.e., marketing leads) through a CPL
pricing model. Over the past year, Ponti ex has compiled research on how di erent industry verticals use
marketing leads and how Cost-per-Lead prices vary based on the industry sector and the number of elds
collected as part of a lead.
How Advertisers Engage Marketing Leads: Overall
As shown in the following graph, advertisers commonly engage marketing leads through social networking
groups and community sites. Examples include the Kimberly-Clark Facebook widget, the Obama Community
(across multiple media vehicles) and the Graco Nation community site. A signi cant percentage of advertisers
also use e-newsletters to engage marketing leads. Examples of e-newsletters include the Dunhill Travel Deals
newsletter and the Coldwater Creek Exclusive O er e-newsletter.
Typically, brand marketers use marketing leads to build engagement vehicles such as community sites,
e-newsletters, social networking groups, and loyalty programs.
Direct response marketers use marketing leads to build e-newsletter lists and direct mail lists to drive revenue.
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4. Source: Ponti ex Internal Research, July 2009
Average Cost-per-Lead and Sample Lead Engagement Strategies by Industry
At the most basic level, the Cost-per-Lead varies according to the information collected in a lead. A lead is com-
prised of di erent elds that give information about an end user – Name, Email Address, Postal Address, Twitter
username, etc.
There are two levels of information that can be collected as part of a marketing lead:
1. Basic elds: This is the information required to contact a consumer who has signed up for an advertiser
o er. Basic elds include First Name, Last Name, Email Address and Postal Address Fields.
2. Premium elds: Premium Fields o er more detailed information over and above the basic consumer elds.
Premium elds include:
a. Telephone numbers
b. Twitter usernames
c. Custom questions such as, “Have you traveled to Hawaii in the last year?”
d. Geo-targeted information
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5. As shown below, increasing the number of elds increases the Cost-per-Lead.
Source: Ponti ex Internal Research, July 2009
As is true for landing pages deployed in banner and search campaigns, collecting more information increases
drop-o and reduces lead volume.
For that reason, CPL advertising best practices recommend capturing basic information during the rst contact
with the end consumer, and capturing additional information over time as the brand builds a relationship with
the consumer.
The following charts represent the costs of a marketing lead by vertical—i.e. the cost of acquiring the contact
information of a consumer who has signed up for an advertisement, and granted the advertiser explicit permis-
sion to contact them with future messages.
The verticals included in the report were selected based on the patterns of demand for marketing leads. While a
wide variety of industry sectors are represented, this is not an exhaustive list of all verticals using CPL to date.
Ponti ex will expand this study to include more industry verticals in future reports.
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6. Consumer Packaged Goods (CPG)
Source: Ponti ex Internal Research, July 2009
Lead Engagement Strategies: CPG
Reynolds engaged acquired leads through a “Special Deals” newsletter, while Kimberly-Clark drove users to a
pregnancy countdown widget for the HUGGIES brand.
Travel
Source: Ponti ex Internal Research, July 2009
Lead Engagement Strategies: Travel
Dunhill Vacations used marketing leads to build a travel e-newsletter list while interactive agency Ruf Strategic
Solutions used marketing leads to build a direct mail list for the Travel Nevada campaign.
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7. Non-Pro t
Source: Ponti ex Internal Research, July 2009
Lead Engagement Strategies: Non-pro t
In the non-pro t/political advocacy vertical, the 2008 Barack Obama Presidential campaign used marketing
leads to build a community around the Obama brand, while WeCanSolveIt.org engaged marketing leads
through its website for advocacy purposes.
Health
Source: Ponti ex Internal Research, July 2009
Lead Engagement Strategies: Health
In the health vertical, iGuard used marketing leads to educate consumers about prescriptions, while Gold’s Gym
engaged marketing leads at multiple touchpoints to increase new members at locations across the country.
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8. Entertainment
Source: Ponti ex Internal Research, July 2009
Lead Engagement Strategies: Entertainment
The critically acclaimed documentary I.O.USA used marketing leads to build a community of fans in the months
leading up to the release of the movie. Blockbuster engaged acquired leads via an e-newsletter and mobile apps
to promote their 14-day free trial.
Online Retail and Catalog
Source: Ponti ex Internal Research, July 2009
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9. Lead Engagement Strategies: Retail and Catalog
Retail marketers are usually more focused on direct marketing. The generally accepted best practice in the retail
industry is to keep the initial costs low to maximize ROI. As a result, most marketers collect only basic elds in the
retail segment. Then, they engage leads through repeat mailings to maximize ROI.
Coldwater Creek used CPL advertising to build a list of interested consumers that signed up to receive catalogs
from the premier apparel brand. Online retailer NewEgg used CPL advertising to build a list that they could email
product and season speci c discounts to.
The Direct Marketing Association estimates the ROI from an email address to be $43.52, while noted direct
marketing expert Stan Rapp estimates it to be as high as $118.
Technology
Source: Ponti ex Internal Research, July 2009
Lead Engagement Strategy: Technology
eFax used marketing leads to drive adoption of its free fax service, while Samsung used marketing
leads to keep potential customers updated about upcoming product launches.
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10. Research Methodology
The Ponti ex CPL Benchmark Study was compiled for the time period August 1, 2008 to July 31, 2009 across a
sample of 709 publisher websites. The leads for campaigns included in the report were non-incentivized, opt-in
and purchased on a Cost-per-Lead pricing model. The consumer sample includes adults 18+ in age who live in
North America. Data for this report was compiled from campaigns that had a minimum spend of $5,000 over the
aforementioned one year time period. The lead data in this report does not account for the recent adoption of
CPL advertising by emerging media. Please note that the CPL for these media may be higher or lower than the
data included in the report depending on intent, content and media type.
About Ponti ex
Ponti ex o ers advertisers a single point of connection to the entire performance advertising market. Through
Ponti ex, advertisers can run ads on websites, social networks and mobile apps, and connect to the right people
no matter where they are.
Ponti ex enables advertisers to run ads on a Cost-per-Lead (CPL) pricing model. Advertisers pay only for people
that have signed up for their advertisements, and not for wasted clicks or impressions.
Advertisers engage acquired consumers in a variety of ways. Examples of engagement vehicles include the 2008
Barack Obama Presidential Campaign e-newsletter, the Graco Nation community site and the Kimberly–Clark
“Enjoy the Ride” loyalty program.
www.ponti ex.com