Don Draper Has Everything on Me
by Price Glomski on 10/09/2009 at 4:27 pm in Brand Management, PPC Strategies, Performance Marketing
Don Draper Has Nothing Everything on Me
Let’s clarify, I am not Don Draper. But if I was, I would be on my 3rd bourbon, 6th cigarette and 100th good idea. Can performance marketing be cool? Why is it that most performance marketers get pigeon holed into a specific type of strategy? Heck, it’s understood that we will grow your search programs. There is no question we will knock the pants off last month’s comparison shopping revenue totals. Yes, we expect to see growth in your dynamic remessaging program this holiday due to results in customer formation.
This being said, why do our branding/creative counterparts get to partake in a more liberal metric orientation? As a performance marketer, we have the unique ability to quantify and qualify brand experience. Why don’t we get any brand love? There are a few barriers to entry, although slowly but surely… more performance marketers are making the brand case.
- Direct Response vs. Direct Opportunity
Hey, we hit the ceiling in brand search. We can’t find any room to grow our CSE program and our email strategy is functioning at the highest open rate in the last few years. Where can we scale the program? Your DR programs feed off solid brand strategy. Look for direct opportunity, which I consider to be anything outside of our comfort zone. In a stagnant economy, partners tend to be on the flexible side. Do we have the ability to back into a CPC? Will they guarantee impression volume based on conversion metrics? Is rev share out of the question? - Appropriate Expectations
“You crashed and burned Mav” – Believe me selling a branding buy like a performance placement doesn’t click. Most advertisers have separate P&L for ecommerce and brand initiative. This typically means that you are also talking to two separate parties, which then means two different marketing speaks. Work with your branding counterparts on stylization. Create a wow factor with supporting performance metrics (i.e. reach and frequency + realistic demand, latency estimates, conversion results and interaction to revenue goals). Make sure that your goals are quantifiably “liberal”. - Management Comfort
We are crushing their numbers. Why throw a wrench in what we know best? These strategies will not take the place of your foundation. Go ahead and keep Google’s lights on, but also think about incremental opportunity. What branding placements have intrigued you? What type of metric do these partners focus on during RFP? What branding worked in the past and what type of metrics where reported? How can you apply the same metrics plus your standard performance outlook (i.e. conversion, AOV, demand and revenue per impression)? - Piece of the Pie
Marketers, particularly agencies, love to share budget. Psych! This is hard point to grasp, but performance and branding agency cross-over can be efficient. Learn from each other. Consolidated strategy tends to optimize consumer interaction, thus increasing the likelihood of program success. In the end, it helps to scale business for the client and their partners.
Don Draper, I dedicate the above to you. Let me know if you have any questions.
