The View From Here

By Melissa Campanelli

About Melissa

Melissa Campanelli is the editor-in-chief of Target Marketing's eM+C brand and Retail Online Integration, a monthly print magazine, website and e-letter (The ROI Report) that's all about the integration of sales channels, including print/catalog, transactional websites and retail stores, as well as email, mobile, social media and more.

Prior to becoming editor-in-chief of eM+C, Melissa spent ten years at DM News, where she was first a senior editor and then deputy editor. She's also a leading expert in small business e-commerce and author of the books "Entrepreneur Magazine's Open an Online Business in 10 Days" and "Start Your Own e-Business."

15 Minutes Ahead

Tearing Down the CRM Barriers

Aug 5, 2010

In networked CRM, there's no tightly defined “conversion path.” Instead, every social media touchpoint serves as a point of entry,...

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Engagement Matters

A 'Back-to-Business' Email Optimization Checklist

Sep 2, 2010

Back to school is also back-to-business time. Set aside a few hours this final week of summer to freshen up...

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Ways of Thinking

A Facebook Fan is $136 in Lifetime Value, $3.60 in Media Impressions

Jun 29, 2010

The lifetime value of a Facebook fan is about $136 to top brands, according to this study on Facebook fan...

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Redefining Performance Marketing

Affiliates: Redefining the Original Performance Marketing Channel

Aug 26, 2010

As the original performance marketing channel, affiliate marketing has been effectively driving performance-based sales since the mid-90s. But the characteristics...

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Inside Mobile Marketing

Researching the Mobile Marketing Opportunity

Aug 12, 2010

Mobile marketing is a case in point: A forthcoming Mobile Marketing Association (MMA) survey of U.S. advertisers and...

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Conversations

Is Microsoft's Live Search Cashback Service Good for Advertisers?

By Melissa Campanelli | Posted on May 22, 2008

By now, you probably have all heard about Microsoft Corp.'s new service, Microsoft Live Search cashback. In case you haven't, the service will offer ad-funded cash rebates to customers who find and purchase products. According to a Microsoft press release, "the Live Search cashback product portfolio includes more than 10 million product offers from more than 700 merchants, including more than 13 of the top 40 U.S. retailers." Live Search cashback, according to Microsoft, "helps merchants maximize their advertising investments and drive more sales by providing consumers with an added incentive to buy — a cash rebate. Participating merchants choose to pay Microsoft a [cost-per-acquisition] fee each time a customer completes a sale through Live Search cashback. The fee is a percentage of the retail price, and when that transaction is complete, Microsoft returns that fee to the consumer in the form of a cash rebate." However, the current cost-per-click model charges advertisers for every click on a sponsored link associated with certain keywords, whether or not the potential customer makes a purchase. But, not to worry, according to Microsoft: In the press release, the software behemoth said the CPA model gives advertisers a more precise return on their advertising investment, and is currently being deployed on a relatively limited basis. "The CPC and CPA search advertising models represent the most targeted advertising approaches available today, but there is still room for improvement," the company said. Do you agree or disagree? Let us know by posting a comment.

Companies Mentioned:

Microsoft Corp.

Sections:

Search

COMMENTS

Most Recent Comments:

- Posted on July 09, 2008
All tracking cookies are an invasion of privacy!!!!!!!!

cashback - Posted on November 01, 2008
I tried to sign up to livesearch cashback but they don't offer the service to the UK :(. Maybe they might expand in the future.