Monthly Archives: October 2012


October 25, 2012 by wizeblogmin

Nearly a hundred years ago, merchant and marketing pioneer John Wanamaker gained fame for saying “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  

Wanamaker expressed well the frustration and challenge at the time of measuring cause and effect for marketing programs.  

In recent decades, marketing efforts have often been separated into brand (or awareness) marketing vs. performance-based marketing.

Marketing is treated as an expense with budgets set quarterly. When budgets are reached, marketing programs stop. Sound familiar?

Redefining performance-based marketing

In recent years, the pace of innovation in marketing technology has been staggering, and the growth of online marketing and e-commerce, including the emerging social and mobile marketing channels, has created amazing new opportunities.

Marketing channels, strategies, and metrics have evolved to the point that virtually all marketing can be considered performance-based.

Effective working media dollars are revenue-generating and literally pay for themselves.

Here at Wize Commerce, our shopping network sites like Nextag do not have marketing budget caps: our investment decisions are performance-based, and as long as we are hitting our strategic targets, we continue investing.

We dynamically track, test, and adjust. Since performance-based marketing is bringing in profitable incremental revenue, we don’t focus on the expense, we focus on the cost of sale. (more…)

Nearly a hundred years ago, merchant and marketing pioneer John Wanamaker gained fame for saying “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”   Wanamaker expressed well the frustration and challenge at the time of measuring cause and effect for marketing programs.   In recent decades,…

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October 22, 2012 by wizeblogmin

The most successful online commerce businesses will be the ones that can evolve their marketing and monetization systems most quickly to make the most of every marketing channel and user click. For most businesses, however, keeping up with the pace of innovation in marketing and monetization is a daunting challenge.

Change is expensive, risky, time consuming, resource intensive and cumbersome. In fact, the very marketing automation and commerce technologies that businesses deploy in order to keep up often end up locking them in, making it difficult for them to quickly respond to new opportunities. We’re talking about new marketing channels, ad programs, retargeting partners, social ecosystems, mobile. Making better use of user data to optimize campaigns, landing pages, content, UI, and personalization.

Thinking Lean

To stay nimble, many business leaders are drawing inspiration from The Lean Startup movement. It offers a disciplined approach to rapid and continuous build-test-learn iterations in order to learn what will work best for customers and generate incremental value with minimal investment along the way.

At Wize Commerce, we have applied lean principles to grow our consumer shopping business for as long as we have been in business, and we’re proud of the results we see from continuing to foster a lean and agile culture in our company.

Here are some of the techniques we’ve found invaluable: (more…)

The most successful online commerce businesses will be the ones that can evolve their marketing and monetization systems most quickly to make the most of every marketing channel and user click. For most businesses, however, keeping up with the pace of innovation in marketing and monetization is a daunting challenge. Change is expensive, risky, time…

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