Sep 14

Paying for Performance, Not for Potential

By Michael Goldberg Advertisers, Industry Research, Performance Marketing Comments Off

According to the results of a new study, marketers are leveraging performance pricing models – paying only when a customer takes a specific action – more frequently than paying for impressions. Of all the types of pay for performance models, Cost-per-Lead (CPL) advertising has gained significant traction across several verticals. Paying for proven actions such as a lead versus hoping someone clicks on your ad helps marketers cost-effectively build their audience without worrying about wasted media spend. What’s more, CPL is helping direct response marketers build email newsletter lists and direct mail lists to generate revenue from future marketing campaigns.

Performance-based marketing is quickly emerging as the ideal method of conducting business. Marketers have realized the benefits of performance-based marketing techniques at a time when more and more companies demand proven, quantitative results. Paying for performance has proved to be an effective way of maximizing return on investment for both broad reach and niche marketers. However, simply opting for a performance-based campaign doesn’t guarantee success. Datran Media has been employing successful performance marketing campaigns for years. Contact us if you’d like to start a performance campaign of your own.

Mar 10

Winning Customers with Winback Campaigns

By Michael Goldberg Email Marketing, Executive Insight, Online Marketing, Performance Marketing No Comments »

Did you know acquiring a new customer can cost 6 to 7 times more than retaining an existing one? All too often, companies fail to recognize their strongest assets – their existing customers. With the battle to attract new customers fiercer than ever, there has never been a better time to reengage your company’s current email subscriber database and reactivate dormant users. A well-executed reactivation campaign will re-energize your list and help you justify the time and effort you spent acquiring those names throughout the years.

Datran Media recently worked with a global retailer to re-engage their dormant customers with highly relevant and timely email messages. The results proved to be a big win. Leveraging a strategic approach to communicating with this audience, the world-renowned retailer successfully employed a win-back campaign that intended to reactivate a database of 3.5 million dormant users.

This was quite a momentous challenge as the file consisted of names of users that did not open or click for over 13 months. These users were not only dead, they were totally buried. However, Datran Media was able to uncover them by leveraging its database of over 175 million email addresses. Datran Media matched names from the retailer’s dormant list to names in our database and identified unique characteristics that each user displayed.

In partnership with the retailer, Datran Media employed a creative and delivery-time optimized program to reach this formerly active customer list by tailoring messages based on behavioral responses like when they open, what kind of offers they usually respond to, and other distinctive activation points to generate a Winback. What’s more, the retailer avoided paying high CPMs often associated with these types of campaigns and only paid when members of their list performed a measurable action such as an open, click or purchase – and the results were phenomenal.

· Overall, 12.5 percent of the initial database was reactivated – nearly 450,000 names

· The client saved an estimated $120,000 in wasted costs by not mailing ineffective offers through their existing ESP

If you are interested in learning more about this campaign, please send me an email or call 888-494-4ROI.

Dec 11

Take the Survey and Enter to Win an iTunes Gift Card

By Michael Goldberg Advertisers, Affiliate Marketing, Behavioral Targeting, CRM, Database Marketing, Datran Events, Datran News, Email Marketing, Executive Insight, Industry Research, List Management, Online Marketing, Performance Marketing, Publishers No Comments »

Each year, Datran Media conducts a marketing survey to capture insights from marketers around the globe. This year, Datran Media is asking you to address your toughest challenges in this increasingly difficult economy. Let us know what campaign strategies and marketing channels you will use to prosper in 2009 and beyond.

Sharing your viewpoints and concerns through a structured survey allows you to voice your opinion to the entire industry. Last year’s survey reached thousands of marketing professionals, and the results garnered media and analyst coverage across the U.S. and abroad. This year should be no different, as experts count on your personal insights to illuminate the state of our industry.

In exchange for your time, Datran Media will select 25 lucky winners at random to send a $25 iTunes Gift card. The survey will take only 2-3 minutes to complete and will be open until January 11. Thank you in advance for your time!

Click Here to take survey

Nov 07

Now is the Time for Agencies to Guide Clients Online

By Michael Goldberg Advertisers, Email Marketing, Executive Insight, Online Marketing, Performance Marketing No Comments »

Nearly 750 million people 15 years and older used the Internet worldwide in January 2007, up 10% over January 2006, according to a report by ComScore. In fact, two online media activities — email and Web surfing — are now more popular than watching television. That statistic coupled with the surge in digital video recorders and the current writer’s strike affecting Hollywood should have advertisers thinking about reaching their audience online – through multiple channels like email, display and search. And it will be up to the advertising agencies to guide and educate their clients on the benefits of increasing their spending online. Today’s most progressive agencies like Ogilvy and AvenueA/Razorfish have stepped up to the plate first.

Datran Media’s vide president of sales, Susan Weiner, pens an interesting article in DM News that explains why now is the time for agencies to step up and deliver meaningful results for their clients. Through thought-provoking commentary and meaningful research, agencies will discover several reasons to tell their clients to spend online.

Jul 20

The New Breed of Ad Exchanges

By Michael Goldberg Advertisers, Executive Insight, Online Marketing, Performance Marketing, Publishers No Comments »

Since the dawn of the Internet, publishers have always tried to get the most value for their available ad inventory. Likewise, advertisers have always been adamant that they receive the best deal on said inventory. Throughout the last decade, this has gradually become a reality through the creation of auction-style media exchanges. With better technology and more competition for valuable inventory, these virtual marketplaces have helped publishers monetize unsold inventory and helped advertisers get the most value for their dollar. From banners to display, the exchange has been an efficient tool for engaging in online marketing and has been an ideal approach at doing business for both parties.

A few months ago, Datran Media introduced Exchange Online (EO), the first and only marketplace for cost-per-acquisition media and a destination for publishers and advertisers to earn revenue from the email channel. Having a dedicated exchange for email was a natural progression, one that was long overdue. iMedia Connection takes an in-depth look at EO and other unique ad exchanges that have revolutionized the industry.

Jul 10

Performance Marketing Was MadeForChina, Now it’s Wanmo!

By Michael Goldberg Industry Research, Performance Marketing No Comments »

It’s now official, Chinese email performance marketing leader MadeForChina is now Wanmo Performance AdvertisingIn June, Datran Media announced our investment in the powerhouse.

EO Micah Truman selected the company’s new name Wanmo, literally translated as ‘Internet strategy’ in Chinese, to reflect the company’s expanded strategy, which is to increase its market presence by broadening services to include performance-based advertising while maintaining market leadership in permission email marketing.

According to Internet World Stats, 56.5 percent of the world population or 3,712,527,624 people and 35.8 percent of global Internet users currently reside in Asia today. That equates to 398,709,065 individual users; 10.7 percent of the Asian population. 2000-2007 was an especially high growth period, with a 248.8 percent increase in online use. The online publisher also reveals that China leads Asia in the individual number of users by a large margin, boasting 137,000,000 online and an impressive 2000-2007 growth rate of 508.9 percent. To reach the growing market, advertisers are spending. In its “China Online Advertising Market,” Analysis International reported that China’s online advertising market reached 2.095 billion RMB (Renminbi ["people's money"], or Yuan; roughly, $1=8 Yuan) in the first half of 2006. In 2007, research firm Market Avenue estimates that the pay email market in China alone will reach 153.2 million dollars. Across Asia, the market is similarly growing.

Apr 20

Performance-Based Marketing Gets its Exchange Online

By Michael Goldberg Datran Events, Email Marketing, Performance Marketing No Comments »

Heading into San Francisco for ad:tech, Datran Media has announced the launch of EO.com, a real-time exchange that will let publishers release inventory and enable advertisers to bid for cost-per-acquisition media. This exchange is similar to what paid search has done for marketing, but until now this has never been done for email. And as a performance-based model, this is sure to be exactly what the market has been waiting for.

Datran Media will be unveiling all the benefits of EO exclusively at ad:tech. If you are going to be in the Bay Area, stop by Booth #6058 to learn more about Exchange Online!

Mar 23

The CPA Wave Has Reached the Coast

By Michael Goldberg Affiliate Marketing, Executive Insight, Performance Marketing No Comments »

In his recent MediaPost column, “The CPA Wave is Coming,” Glenn Meyers discusses the growing interest in the cost-per-action (CPA) marketing model. Meyers makes some valid points about the benefits of CPA over other models, however, he fails to point out that this model is already here. The idea of “cost per action” advertising, rather than “cost per click” is hardly a new idea. In fact, in many ways, it was being used before cost-per-click. Affiliate marketing has been using this model since its inception. The advertising site doesn’t pay unless someone actually buys something (the action) and then the publisher who pointed them there gets a share of the revenue.

A major reason CPA advertising has long been a favored model for marketers is that they are only paying for performance. While other models can offer marketers brand awareness, CPA only has a marketer paying for the media on the basis of only the number of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.

Email marketing is an ideal medium for putting CPA to use and marketers have been using this model to their success for many years. So while Meyers is correct that CPA is burgeoning advertising model, many marketers already know this first-hand.

Jan 19

Do You Strive for Success?

By Michael Goldberg Email Marketing, Industry Research, Performance Marketing No Comments »

Datran Media has just launched a new section on our corporate web site focused on sharing client email marketing success stories. Datran Media Success will be yet another destination for email marketers to go for tips and ideas for driving successful email marketing campaigns. From client case studies and testimonials to industry research and thought-leading whitepapers, Datran Media Success is sure to become a valuable destination for marketers. We really hope this site not only helps people learn more about what Datran Media can do for clients, but what email can do for marketers looking to achieve success in the online marketplace.

Dec 13

A Look into the Marketing Crystal Ball…

By Michael Goldberg Database Marketing, Email Marketing, Executive Insight, Online Marketing, Performance Marketing No Comments »

Well not really, but a view on the new year from DM News is now online. It’s quite a bit to digest and covers many topics that folks on our team speak to extensively including standards, multi-channel marketing and industry best practices. It’s not short on opinions and I’d love to hear yours. If you have an opinion relevant to share with other email marketers, I’d love to post a few reader submissions. Thanks!

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