http://www.mediapost.com/publications/ The inside line on Performance Marketing. en-us Copyright 2009 MediaPost Communications http://www.mediapost.com/rss Sat, 07 Nov 2009 15:11:59 EST When advertisers come in to purchase any type of advertising they are excited and motivated, as they should be -- and it is these feelings that can make them delusional about a realistic ROI. It is our job as publishers, networks, and affiliates to explain rationally what the ROI will actually (should) be. If we are not upfront and honest about these things, we will be setting ourselves up for failure, because we are allowing advertisers to retain their delusional thoughts. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116932John Hayes <>Fri, 06 Nov 2009 11:45:39 ESTMy last Performance Insider column raised the issue of whether to view lead gen via social media as closer to PR or DR (Direct Response). You provided a lot of valuable feedback. So it's clear how many marketers are really engaged in this topic -- there's a thirst for more discussion on the overlaps of social and performance marketing. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116440Gary Kreissman <>Thu, 29 Oct 2009 17:00:07 ESTRight now, every dollar in a marketer's budget has to stretch even further and show even more ROI than ever before. Email marketing is now the method of choice for marketers, because it's grounded on the cost per acquisition model. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115972Christopher Petix <>Thu, 22 Oct 2009 17:32:22 ESTThe important question during a downturn isn't whether or not the economy will recover. It will; it always does. What's important to ask is whether your company will be in position to surge as the economy begins to grow. To a large degree, the level of your success will depend on your marketing efforts and capabilities -- what you have done during the downturn and what you put in place now to win business during the recovery. You will need to make strategic decisions about choosing new media, entering new markets, and positioning products. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115491Angela Hribar <>Thu, 15 Oct 2009 16:15:37 ESTLast week, I hosted a panel at OMMA Global about the intersection of social media and performance marketing. I love how in the early days of a new ad medium -- like the Web in the '90s or interactive telephone before that -- everyone searches for analogies to more familiar marketing methods. And it generally takes a while before consensus appears. In the panel and in the hallway, one of the best debates concerned whether using social media for prospecting was more like direct response or public relations. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114606Gary Kreissman <>Thu, 01 Oct 2009 10:15:14 EST Many marketers struggle with creating cutting-edge ads that grab viewers' attention and drive ROI in a meaningful way. Companies that are getting the most out of their ad buys are using new methods to deeply engage consumers with creative rich-media ads that also incorporate direct-response elements. These do not have to be standalone strategies; each can play an important role in any comprehensive campaign. Depending on the marketer's objectives, rich-media campaigns can include features such as data collection, lead generation, printable coupons, targeted product and pricing information, and ticket or product purchasing directly within banner ads, shortening the path to conversion. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=113695Jason Tafler <>Fri, 25 Sep 2009 12:00:38 ESTSo, now that you have gone out and spent your advertising dollars on buying leads, what do you do with them now? As a person in charge of getting the leads, I have become extremely frustrated with the fact that so many of my buyers are strategically impaired. They know that it is good to have these names, but they have no strategy on how to turn these names into actual buying customers. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112890John Hayes <>Thu, 03 Sep 2009 16:00:15 ESTTo compete effectively, it's necessary to expand and enhance your exposure in the same online sources your customers and prospects use while searching for products and conducting research. A broad and deep online presence gives you greater opportunity to present your brand, message or offer to your target audience -- increasing the likelihood of gaining customers. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=111958Angela Hribar <>Thu, 20 Aug 2009 12:15:22 ESTAround 5:30 Tuesday, I was standing at the bar at 21 with Don Draper for a couple of Gibsons and some advice. It was a typical muggy August New York evening, but Don looked sharp, his poplin suit perfectly pressed, that little dab of Brylcreem keeping it all in place. "I got something to run up the flagpole," I said nervously. He grimaced. "Don, my clients are all asking about how to make this performance advertising stuff work. Is it all baloney?" http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=111583Gary Kreissman <>Thu, 13 Aug 2009 12:30:52 ESTAccording to recent reports, local SEM resellers targeting small and medium-sized businesses (SMBs) face steep challenges stemming from high advertiser churn rates. SEM done right is a proven tool, so what's the real issue: Are these companies evaluating the right metrics? Have they been educated on what to look for? http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=109963Bill Dinan <>Thu, 23 Jul 2009 14:30:04 EST