What Role Will Display Advertising Play In Your 2009 Marketing Plan?
November 24th, 2008
Many companies are slashing their marketing budgets and evaluating how marketing dollars are spent due 
to the tough economic times. Slashing budgets is a clear sign that “Lean and Mean” is the current theme for many businesses. On average most research suggests that (while growing) online advertising still only represents less than 10% of where marketing dollars are spent. Yet even online advertising budgets are getting scrutinized.
For advertisers who wish to get the best ROI (Return On Investment) for their online marketing dollar the focus tends to shift to display advertising and whether or not they should keep spending in that category. We all know that display advertising (eg banner ads on websites bought on CPM or cost per thousand impressions) is typically the hardest online advertising initiative to measure. Comparatively, CPA (cost per acquisition) campaigns can be directly tied to ROI.
Therefore, when under pressure to justify every marketing dollar spent the inclination is to slash display advertising budgets and increase more accountable marketing channels such as affiliate marketing. At the surface this seems to make sense. However, if you take a holistic approach to looking at this situation you may find that display advertising plays an important role.
At NETexponent we have seen how display advertising can boost other online marketing efforts such as paid search and affiliate programs. We evaluate all marketing channels in order to get a holistic view of our clients’ online marketing effort. This outlook has shown us time and time again that spikes and dips in performance driven marketing channels such as search and affiliate can sometimes be directly related to display advertising efforts. When significant display advertising campaigns are running for clients we usually see a boost in traffic and conversions in other online marketing channels. Therefore, display advertising can play an important role even in ROI focused advertising efforts.
Measuring the impact of display advertising on other media channels and choosing the right allocation of marketing dollars is where the tricky part comes in to play. I am not advocating that all advertisers go out and boost display ad spending because it may not have the impact they want. It is true that even boosts in performance related to display could come at a price that is too high for advertisers. My main point is that companies should evaluate the impact display advertising has on other online campaigns and use that data to determine exactly how much spend to allocate to this channel in order to maximize online marketing ROI.
Posted in Display Advertising, Meet Us, NETexponent Clients, Online Marketing, Research by Peter Figueredo | | 2 Comments
Affiliate Summit Day -1
August 8th, 2008
It’s Friday and I just arrived in a very very rainy Boston late at night. I am resting up since it has been a long day and I will be speaking at the Affiliate Classroom Live event tomorrow. With any luck I will wake up early and squeeze in a 7 mile run before the event. Later in the day I will be joining my fellow Performance Marketing Alliance FAB members for a series of meetings to help set the foundation. Then I will probably be finishing up with a nice Affiliate Dinner.
Phew, it will certainly be a busy Saturday at Affiliate Summit and the conference does not even start until Sunday!
I am extremely excited about this Affiliate Summit for many reasons:
- NETexponent will be out in full force
- Some of our great clients will be in attendance like Audible.com, Advanta, Cardscan, Encyclopedia Britannica, and MyVu
- Some of our great partners will be in attendance like Commission Junction, Google Affiliate (aka Performics), LinkShare, Share A Sale, Syntryx, Qoof, Omniture, and more
- Some of our wonderful Affiliates will be in attendance such as…well there are too many to name so check the list here
- NETexponent Co-Founder, Chris Kramer, will be hosting a round table on “The Future of Affiliate Marketing”
- Our wonderful team will be out in full force so please stop by booth #944 and say hi to me, Chris, Teresa, Erin, Sal, Lorrenn, and Erica
Many more reasons to be excited…hope to see you in Boston
Safe Travels,
Peter
Posted in Affiliate Marketing, Events, Meet Us by Peter Figueredo | | 1 Comments
NETexponent will be all over Affiliate Summit!
July 16th, 2008
I don’t know about you, but over here at NETexponent we’re really excited about Affiliate Summit East. We’ll have seven people from the company in attendance! We’ll be in the exhibitor hall, the meet market, and participating in various sessions.
On top of our regular attendance, our two co-founders will be contributing to the Summit in two special events:
- Meet up with Peter Figueredo at the Live Affiliate Manager Workshop. He’ll be discussing
“The Changing Search Landscape and Its Effects on Affiliate Marketing” on Saturday, August 9th from 11:30 am- 12:30 pm. This event is a great opportunity to learn from industry leaders like Peter and discuss best practices and advanced affiliate marketing techniques. - Don’t miss Chris Kramer’s contributions to “The Future of Performance Marketing”, Tuesday, August 12 from 11:00 am- 12:00 pm. This session is as close to a performance marketing crystal ball as you’re going to get as online marketing professionals explore the current landscape and give insight on what’s to come.
Wait - you say you need extra convincing to attend Affiliate Summit East? Click here for more reasons and a discount!
What?! You can’t go? Find out more about Affiliate Summit’s own magazine, FeedFront and sign up for a free subscription.
Posted in Affiliate Marketing, Events, Meet Us by Erin M. | | 1 Comments
Mentors Needed for Affiliate Summit
June 19th, 2008
The Affiliate Summit has started a Mentoring Program where Affiliate Summit veterans will team up with first timers to help them get the most out of the conference.
More helpers are needed and you can find the details here:
http://blog.affiliatesummit.com/affiliate-summit-mentor-program/
I’ve signed up to be a mentor and would definitely encourage others to do so. Affiliate Summit is all about learning and networking and this is a great way to learn, teach, and meet new people. NETexponent will have several members of our team attending the Summit in Boston, so drop us a line if you’re going to be there.
Posted in Affiliate Marketing, Meet Us by Chris Kramer | | 0 Comments
Feel The Love - Client Love
June 11th, 2008
At NETexponent we have a term to describe the feeling we get when our good work is recognized by clients, “Client Love”. Client Love can
manifest itself in many forms such as a friendly email note praising our efforts to a smiling face and pat on the back during a client meeting.
Our team at NETexponent feeds on this Client Love and (since we are a team) when one person gets Client Love they immediately pass it around the company and share that love with everyone. For confidentiality reasons I cannot share many Client Love examples with you but I just wanted to let our clients know we appreciate their business…but we crave- their Client Love!
Here are a few public examples so that you can see what I mean by “Client Love”
- One of our newest clients announced our relationship on their own company blog.
- Another one of our clients praised our PPC Search Marketing services on an agency comparison site.
- Of course we love when clients let us post testimonials on our own website.
- Clients sometimes post testimonials to LinkedIn.
- Many folks have even joined our Facebook Group and/or Fan Page.
Thanks again to all of our loving clients…the feeling is mutual!
Posted in Meet Us, NETexponent Clients, NETexponent Fun by Peter Figueredo | | 0 Comments
