Performance marketing insights, discussions and expertise

Does Affiliate Marketing Work for B2B?

By on June 27, 2012

Does Affiliate Marketing Work for B2B? Over the past decade, I’ve heard both industry veterans and experts debate this topic. Most often I hear, “No, affiliate marketing doesn’t work for B2B.” Those claiming affiliate marketing is a viable channel for promoting to business buyers have typically had a positive experience with an internet product or service doing well in an affiliate network.

Read More Next Right arrow

Is It Time for New Technology?

By on April 11, 2012

When should you shop for “affiliate” or “performance marketing” technology? Three scenarios suggest a review of the latest options:
1. You don’t currently have technology in place and you need it.
2. You have technology but it no longer fits your needs and you’re ready to upgrade.
3. You already have it; it doesn’t do what you need and you’re ready to shut the channel down.

Read More Next Right arrow

The Big Conversion Tracking Lie

By on January 31, 2012

Failure to attribute every referred action is a big issue for performance marketers. The numbers whispered in private conversations cite between 5-30% lost. That’s a big, expensive problem. But a bigger problem is that somewhere along the line we’ve all grown to accept the breakage. We believe that technology deficiencies can’t be overcome. The message “this-is-as-good-as-it-gets” is not only a big problem: it’s a big lie.

Read More Next Right arrow

#2012Marketing Solutions

By on January 26, 2012

In the summary of our #2012Marketing Challenges Series, we referenced our plans to post solutions for each of the topics listed in the series.  We’re pleased to announce the publication of our 2012 Marketing Solutions e-booklet. It’s available for free from our resources page.

Read More Next Right arrow

#2012Marketing Challenges Executive Summary

By on December 13, 2011

I’ve spent over 25 years in managerial roles and learned early in my career to ask anyone presenting me with a problem or issue to also recommend a solution or next steps. Otherwise, every problem becomes my problem. And that scenario quickly cripples organizational effectiveness.

After a while, this rule becomes part of the team’s culture. So, when we conceived of the “#2012Marketing Challenges” series, we planned to include a “solutions” piece right from the start.

Read More Next Right arrow

#2012Marketing Challenge 12: Emerging Media Opportunities

By on December 7, 2011

By 2016, Forrester predicts that online advertising spend will overtake TV. Advertisers will spend almost $77 billion online, comprising 35% of overall ad spending.

And with the next evolution of digital channels such as Microsoft’s Kinect, Apple’s iAD, and social gaming platforms such as Zygna taking the centre stage, marketers will have to try a little harder than a QR code, a mobile website, or a social media web 2.0 campaign to keep up in the digital age. The emerging media platforms are racing to amaze their customers with innovative and novel experiences. And marketing has to keep pace.

Read More Next Right arrow

#2012Marketing Challenge 11: Getting It All Done

By on November 28, 2011

Earlier this fall, at Digital World Expo, we conducted an informal survey asking marketers about their biggest challenges. Nearly everyone described a common scenario: Managing their many priorities with too few resources. Getting it all done with less. Less budget. Less headcount. Less time.
Whether or not marketers actually need to squeeze more from their budgets, staff or daily schedule, the perception is getting it all done is an increasingly difficult goal. Why? What’s changed in recent years to challenge marketers with the fairly straight-forward goal of generating leads and closing sales?

Read More Next Right arrow

#2012Marketing Challenge 10: Executing a 3-Screen Strategy

By on November 17, 2011

Last year, Microsoft released a study on the evolution of a 3-screen media environment. The premise of the study was that marketers need to be aware of the behaviors and attitudes of consumers towards each screen, how consumers expect their different media to work together, and what consumers expect from their media and advertising experiences. As we move into 2012, here at Impact Radius we have been talking to our clients and thinking about the challenge of marketing to the evolving “multi-screen” consumer.

Read More Next Right arrow

#2012Marketing Challenge 9: Acquiring New Customers via Social Media

By on November 10, 2011

Does social media generate new business? Are the customers buying more because of activity in the channel?  Or should we even be asking performance related questions of our social media efforts? Whatever the answers – “social” remains a buzzing topic among marketers.

The case for social media as an engagement tool and customer retention strategy is undeniable; however, many companies question whether or not social media drives new customers to buy. Should marketers invest in the channel, and if so, what amount of budget is the right amount of budget?

Read More Next Right arrow