Magazine & eMedia Publishing Professional & Social Network
Pay-for-Performance for B2B Online publishers?
In this increasingly difficult economic environment, B2B advertisers have been reevaluating their marketing tactics. In alot of my media strategy discussions, advertisers are demanding a greater return on their marketing budget,and shifting a majority of their marketing dollars from print to online. They want lower-cost, highly targeted opportunities and are holding online publisher's feet to the proverbial fire for measurable results. Advertisers are gravitating away from branding and concentrating on lead generation and generating new business, but are searching for ways to generate them more cost-effectively.
Do you forsee B2B online publishers developing a pure pay-for-performance channel for existing and potential advertisers, with products such as pay-per-lead, pay-per-click, pay-per-download, etc.
Yes, there is a sales pitch in here somewhere. We've developed a hosted solution for B2B publishers that they can utilize to develop their own branded pay-for-performance products that is completely turn-key, with no additional demands on sales or support staff, no changes or additions to their existing ad infrastructure, ,and is offered on a performance basis as well (you don't pay unless it works - no monthly costs, no start-up fees).
But I am truly interested in getting peoples feedback on what they're hearing from the market and from what they've been told by advertisers, associates, etc
Do you forsee B2B online publishers developing a pure pay-for-performance channel for existing and potential advertisers, with products such as pay-per-lead, pay-per-click, pay-per-download, etc.
Yes, there is a sales pitch in here somewhere. We've developed a hosted solution for B2B publishers that they can utilize to develop their own branded pay-for-performance products that is completely turn-key, with no additional demands on sales or support staff, no changes or additions to their existing ad infrastructure, ,and is offered on a performance basis as well (you don't pay unless it works - no monthly costs, no start-up fees).
But I am truly interested in getting peoples feedback on what they're hearing from the market and from what they've been told by advertisers, associates, etc
Tags: b2b, publishing
Replies to This Discussion
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Permalink Reply by Alex McGrath on -
I think in this advertising climate publishers need to develop some kind of pay-for-performance advertising programs, such as pay-per-lead. 95% of my company's advertising packages use some form of pay-for-performance model and clients have been responding enthusiastically. Everyone has someone to answer to, and now more than ever marketers need to be able to demonstrate a clear ROI on their ad campaigns. Media Business has a good article on the topic:
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090403/MEDIA...
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Permalink Reply by denise marie on
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Hi!
I publish an online magazine called A Distinctive Style.com and a website A DistinctiveWorld.net. We cover eco-awareness, products, eco-fashion, artisans from around the world, and inspirational stories. We've published 7 issues so far, and still find it hard to get advertisers to understand the value of online advertising. I come with a print background, where advertisers want to know your distribution. You can tell them how many magazines, get printed and they're okay with that, even though it doesn't reveal, for the most part, how many people actually see the publication. With online media, you can show them exactly how many people have looked at their ad, where they came from along with your own numbers and they still don't see the value. I too, am looking for ideas in this area?
Frustrated!
denise marie
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