Redefining Performance Marketing
By Craig Greenfield
About Craig
Craig Greenfield is the vice president of search and performance media at Performics, the performance marketing arm inside Publicis Groupe's VivaKi Nerve Center. Craig is skilled in the introduction, development and application of customer marketing information to achieve continued growth and advantage. In 2005, he was a member of the team that introduced account planning to Performics' account management practice. As an account director, Craig was responsible for leading multiple client assignments with a focus on integrated demand generation. Prior to Performics, Craig served as management supervisor at Jacobs & Clevenger where his responsibilities included multichannel marketing communications planning, execution and response analysis. He has extensive automotive experience as a planner on the Ford account at J. Walter Thompson. There he was the direct marketing lead on a cross-functional team focused on customer acquisition and retention.Conversations
Putting Pinterest To Work For Your Brand
Apr 20, 2012Pinterest is the new hot property. Overnight this visual curation powerhouse has generated more traffic to websites than Twitter, Google+,...
Engagement Matters
3 Key Lessons for Mobile Email Marketers
Mar 1, 2012With mobile devices ranging from smartphones to iPads to e-readers to netbooks, the question isn't if you need a mobile strategy for...
Inside Mobile Marketing
Building a Mobile Presence
Dec 15, 2011Mobile is a revolution. The power of the personal mobile device has created the potential for businesses to build stronger...
15 Minutes Ahead
How Evolving Mobile Behaviors are Raising the Stakes for Marketers
Jan 5, 2012While none would argue that 2011 was the year of the mobile app, marketers have been hearing more noise about...
The View From Here
Everything You Want to Know About Email Marketing … and More
Nov 3, 2011With the holidays fast approaching, it's a great time for email marketing professionals to give their programs a much needed...
Digital Marketing Takes Action
Which is Better for Mobile Shopping, Tablets or Smartphones?
Jul 7, 2011Are you wondering whether it’s worth providing your online retail offering on tablets, particularly the iPad? Are you also facing...
Ways of Thinking
A Facebook Fan is $136 in Lifetime Value, $3.60 in Media Impressions
Jun 29, 2010The lifetime value of a Facebook fan is about $136 to top brands, according to this study on Facebook fan...
Facebook's Timeline for Brands: A Facebook Performance Opportunity
Facebook's new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can separate themselves from the competition by using real-time Facebook engagement data and insights to optimize their brand pages for performance.
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Don’t Be Creepy: Using Robust User Data for Ad Targeting While Respecting Privacy
When your brand possesses or has access to data that provides deep visibility into user interests, you should use that visibility to create more relevant ads, thus increasing performance while limiting costs. But with deep visibility comes deep responsibility to respect privacy. The fastest way to hurt performance is to cross into the creepy zone. Don’t be a creeper.
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Applying Paid Search Optimization Techniques Beyond the Search Engine Results Page
In 2010, Forrester's The Future of Search Marketing report predicted that “search marketing will become an umbrella term that applies to using any targeted media to help an advertiser get found.” Forrester was right. It’s now clear that search isn’t limited to being a channel.
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Holiday Paid Search Analytics Reveal Insights Into Today’s Cross-Channel Shopper
When analyzing early holiday paid search data, it’s readily apparent that shopping is truly a cross-channel endeavor. For instance, the majority of this year's Black Friday shopping occurred in-store, but consumers used search engines in droves before setting foot in a store. Search helped shoppers map out their in-store Black Friday strategies, informing them exactly where and when they could find the best deals on the products they wanted.
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Marketing as a Function of Your Entire Organization
In a world where earned content is increasingly influencing marketing programs, marketing as a function is changing. Marketing can no longer live solely in your marketing department. From customer service to product development to human resources, it must live everywhere in your organization. If marketing isn’t tied to your overall business strategy, it’s pretty much useless.
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