JeffMolander.com

Can Affiliate Marketing Work Better for Brands?

by Jeff Molander

I sat down with John Ardis, Valueclick's VP of Corporate Strategy (who's company owns affiliate network Commission Junction) to talk turkey about the current state of the market.  I challenged John by making statements like, "there's very little if any innovation in affiliate marketing" and "affiliate marketing budgets are being cut -- consistently."  John admits that some advertisers build a sense of resentment with affiliates over time -- based on customer ownership issues and strong desire for incremental sales.  John speaks plainly and boldly to the issue.  That's why I love the guy :)

How to Choose a Social Marketing
‘Expert’ or Agency

by Jeff Molander

Time to read: 6 minutes. In a digital advertising world filled with hype, spin and flat out lies it's hard to make reliable, strategic decisions about investing in social technologies or strategies.  What people or agencies should you say yes and no to?  What's the qualification process in an evolving, "standards-less" industry?  Realizing that everyone's got a good reference or two lying around... how do you qualify social media/marketing experts and agencies in particular?  Here's my quick tip on how to find and qualify professionals who are focused on real, tangible social marketing outcomes.

The Bad Habit that is Display Ad Spending

by Jeff Molander

For over a decade now we digital marketers have been suckin' down that cool, refreshing, painfully outdated advertising strategy -- display ads.  We're investing billions in a scatter-shot tactic running on a precision-focused platform (ie. the Web).  Why?  Cause that's what our daddy does and that's what "research" tells us to do.  But the illogical and dangerous habit doesn't stop there.   The argument to invest in digital display advertising has degenerated to shocking levels.  Everything we read (mainly faux research) and hear (at conferences) is insane.  We're not told to invest because "display ads work" but "because they feed what everyone knows DOES work."  That is, search marketing!  That alone appears to be why we must continue to spend on yesterday's tired media model of chasing eyeballs and calling it a day.

I’m Calling Bull on Twittermania

by Jeff Molander

Twitter.  The world cannot stop talking about it -- so it must be important right?  It's been a fun ride but I say it's mostly bull.  You don't need to be using Twitter.  Large or small brand, you don't need to be THAT worried about the social influence of customers on your brand.  Fact: none of this social marketing stuff is new, complex or urgent because the outputs, so far, are rarely (if ever) meaningful to businesses.  The experts are not only wrong but most of Twitter's "big success stories" are mostly overblown, illogical or actually symptoms of a broken customer service system.

How do You Make Social Media Decisions?

by Jeff Molander

When it comes to making decisions about your business and the Internet nothing is easy especially when it comes to "social media."  How many blog posts are needed to make the exercise effective? How much effort must be invested in Facebook to see a return? How much Twitter ‘engagement’ is needed to realize positive effect? Do you rely on outside experts and if so is this a wise strategy?  I think it's a terrible strategy.  Here's a better way to make social / Web 2.0 marketing investment decisions:  Start with asking WHY...

Deciding if Affiliate Marketing is for Your Brand

by Jeff Molander

There are 2 approaches to managing affiliate programs these days:  affiliates as high-maintenance assets or as low-maintenance "let them wither on vine" liabilities.  Case in point Amazon's decision this week to stop allowing affiliates to compete for the same customers using search engine ads.  Amazon knows better and has always changed-up the rules over time to manage risk.  Let's look at which approach is best for your brand.

Shopping Comparison: Working Profitably with a Necessary Evil

by Jeff Molander

Comparison shopping is a "necessary evil" for retailers. Now... with that as our backdrop Brian Smith gives you the straight dope on how to improve results from comparison shopping engines though "data feed optimization."  Think of Web site SEO for your product data feeds. Brian is founder of Simplefeed and a leading comparison search analyst (www.comparisonengines.com).  He provides his candid advice on how retailers can drive more sales at reduced cost and simplify otherwise complex processes.

Web Marketing Mentors Score D-

by Jeff Molander

Are you hiring Internet business advisors or data reporters?  Most small businesses are hiring all the wrong help when it comes to Web marketing experts and agencies.   Small business blogger Ed Rivis found that most Web marketing mentors (people hired to help steer Web marketing and e-commerce) were either in-effective or DAMAGED their client's business...

Can You Align Your Interest with Google’s?

by Jeff Molander

Have you ever questioned the alignment of your Web advertising interests with that of Google's?  Have you ever found yourself yearning for a "better feel for" the tangible value being provided?  Ever feel like you're paying Google protection money -- buying PPC ads in return for protecting your natural search results?  You're not alone.  I often run into people who do -- from small business owners on up to larger brands.  Here are their stories and how you can take first steps toward uncovering the value of your Web ads -- or lack thereof.

How to Balance eCommerce Biz and Family Life: Lisa Papageras

by Jeff Molander

If you've ever wanted to meet a self-made, behind-the-scenes e-commerce superstar here's your chance. Watch this interview with my good friend, Lisa Papageras of Universal Screen Arts and you'll discover how to build a multi-channel ecommerce business from the ground up -- without losing your health & happiness.  Learn how this one (Super) woman quietly built and manages a remarkably profitable, integrated family of Web sites all while keeping her sanity, managing her family life and zooming her career.