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The CMO's Guide to Performance Marketing
The document is a guide on performance marketing by Peter Klein, outlining its basics, benefits, potential pitfalls, and a five-step plan for achieving ROI success. Performance marketing is essential for CMOs, focusing on paying for results such as sales or leads through affiliate marketing. Key steps for success include defining goals, selecting the right affiliate network, planning media strategies, continuous monitoring, and optimizing campaigns.
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The CMO's Guide to Performance Marketing
- 1. The CMO’s Guideto 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 • Overseemedia-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 isthe smartest online advertising investment. It’s no longer a “nice-to-have.” It’s a “must-have” for CMOs.
- 6. You win bydelivering ROI.
- 7. What Is PerformanceMarketing? 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 AffiliateMarketing? • 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 AffiliateMarketing? 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
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- 12. Small Investments =Big Gains $10,000 – $20,000 initial investment
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- 16. 3 ................ POTENTIAL PITFALLS
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- 18. What to WatchFor … 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: Definethe 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: Choosethe Right Affiliate Network
- 23. Choosing Your AffiliateNetwork • Select one affiliate network to start • Perform extensive due diligence www.MediaWhiz.com @MediaWhizInc
- 24. Step 3: Planthe Media Mix
- 25. Media Planning Share thefollowing 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: Monitorthe Campaign
- 27. Monitoring & Compliance Workdoesn’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
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- 29. Optimizing Your Campaign Youget 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
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- 34. Stay Connected Peter Klein SeniorVice 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.