MediaTrust Talks Performance Marketing at ad:tech
Last week at ad:tech, MediaTrust hosted a panel called: Performance Marketing–Getting the Most from Your Marketing Dollar in a Tough Economy.
The panel included: Steve Schaffer (Vertive), Jarvis Mak (Havas Digital), Peter Bordes (MediaTrust) and Kelly Powers (Zazzle)
It was moderated by Neil Strother of Forrester Research.
There was a good sized crowd gathered and they seemed to really want to get down to the nuts and bolts of how to make performance marketing work in a practical setting. Below are some quotes (paraphrased) from panelists and attendees:
“Affiliate programs will scale better if they are paid equally to other customer acquisition channels.” - Steve Schaffer, Vertive
“Brand awareness is not enough to drive your sales.” - Kelly Powers, Zazzle
My favorite question was asked from the audience by Stephen Smyth. He asked “Is there a metric you can put on brand safety?”
Wow. That got me thinking – how can you effectively track numbers and trends on your brand’s safety? Does anyone have a formula or theory on how this could be done? Seem’s like a business waiting to happen. Can you imagine what Fortune 500 companies would pay for that knowledge?
I digress.
If you were at the panel, you witnessed an engaging discussion about why companies should consider performance marketing. We also got some perspective from companies actively engaged in the space including Intuit – who said they have increased their spend year over year, but have relied on fewer trusted networks – and Zazzle – who said that execs sometimes see affiliate marketing as something that is frowned upon.
That’s what I took away from the panel. If you attended, tell me what your take was…
6 Comments, Comment or Ping
mediatrust
A recap of our panel @adtech: http://ping.fm/gwJbX Were you there? Share your thoughts.
This comment was originally posted on Twitter
Apr 27th, 2009
Mike Carney
I thought it was a great panel discussion and in these tough times I believe that Marketers should pull “A Noah” and move to higher ROI ground via Affiliate Marketing.
Years ago you couldn’t get fired for putting print on your Marketing budget – now if you’re not heavily involved with key ROI drivers like Search, Permission based email, Social Media and leveraging trusted Affiliate Marketing partners then you’ll end up with a huge brand like Polaroid….and be out of a job. It’s unfortunate but true.
Now that we’ve had the panel discussion and opened the conversation, it would be great to continue the conversation in a confidential format with specific offline, CPM and CPC advertisers and to help them get involved. There’s room on on the Arc, we just need to know where you’ve been (offline, online), who your ideal revenue generating audience is and where you need to go (ROI measurement). We look forward to hearing from you.
Apr 27th, 2009
Scott Parent
Well said Mike. I love the Polaroid example. It’s all well and good to have a recognizable brand, but at the end of the day if you’re paying for branding without any trackable sales, you’ve probably wasted your money in this economy.
Apr 27th, 2009
workfromhomeexp
MediaTrust Talks Performance Marketing at ad:tech | Mediatrust Blog: MediaTrust hosted a panel at ad:tech San Fr.. http://tinyurl.com/crbafw
This comment was originally posted on Twitter
Apr 27th, 2009
pmalliance
MediaTrust Talks Performance Marketing at ad:tech http://tinyurl.com/crbafw #adtech
This comment was originally posted on Twitter
Apr 28th, 2009
affmeter
@pmalliance@ RTMediaTrust Talks Performance Marketing at ad:tech http://tinyurl.com/crbafw #adtech
This comment was originally posted on Twitter
Apr 28th, 2009
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