Key Trends in Performance Marketing: Performance Is Really About Relevance
Don Mathis CEO, Epic Advertising
Offline equivalent = direct mail
A lot of people don’t know what Performance or Affiliate Marketing really is
- Affiliate is a media buyer = CPC, display, email or combined
- Publisher is someone who has a site and puts up content
- Blog posting content focused on long-tail, they want to publish, make money is secondary
- Blog posting content focused on long-tail, they want to publish, make money is secondary
Trends
- Shifting from brand spend to more sophisticated performance models
- Mainstream traditional advertising declining
- Online is healthy
- Now affiliates and publishers are hybridizing: hard to define and to manage them
- People buy terms on Google to sell to Blockbuster and Netflix, have more content, boosts quality scores
- No longer just thin landing pages to a couple dozen pages that drives organic as well
- Monetize more robustly
What do the trends mean?
o Opportunity
o Advertisers and agencies need to become more creative and diversify
o Ad networks need to target better
o Pubs need to utilize networks for success & keep up w/ what ads need for success
Inference, reference, relevance
Need to focus on
o Playing by the rules: Attract larger advertisers
o Technology & targeting: Provide better ROI
o Education: Evangelize everyone on the win-wins
