Peter Figueredo

Peter Figueredo
E-commerce Link: Mutual Benefit, Revisited

In my June 2006 column, “Mutual Benefit,” I introduced the concept of online cooperative marketing partnerships. This is an arrangement between two non-competitive companies to actively promote each other’s products and services to their customer bases. These partnerships offer a great opportunity to grow your customer file and strengthen your brand for very little money out of pocket. Now, let’s look at six steps to get a cooperative marketing partnership deal started. Step #1: Compile the assets you have to barter with. Every company communicates with its customers differently. Take a step back and look at your organization. What customer touchpoints can you leverage for these efforts?

E-commerce Link: Mutual Benefit

Would you like other non-competitive marketers to drive highly qualified traffic to your Web site at little to no cost? Are you interested in exchanging customer eyeballs with businesses whose products complement yours? Would you like to grow your online acquisition channel by 5 percent to 10 percent within a year? If you answer yes to any of these questions, you should consider structuring online cooperative marketing partnerships. A cooperative marketing partnership exists when two companies work together to promote their products or services. These partnerships can take many forms. Some companies simply promote a partner to their customer base, while other examples are more

Affiliate Help Wanted

By Peter Figueredo How to find the right affiliate marketing management solution. The saying, "It's so hard to find good help," certainly rings true in the affiliate marketing arena. The number of programs seems to grow at a disproportionate rate to the number of skilled affiliate managers. There are an estimated several hundred affiliate programs in existence today. Twenty to 30 new programs launch each month according to the number of clients working with leading affiliate-tracking technology platforms. Most of these marketers will underestimate the skills required to run a successful program. They'll make the common mistake of devoting only a

E-Commerce Link Good Brief

A strong creative brief is key to successful online direct response creative By Peter Figueredo Building online direct response ad units over the last 10 years has taught me and my team more than a few lessons. The first lesson is that all good creative development projects begin with the creative brief. A creative brief has one simple goal: To elicit the necessary client input needed to guide the production process. These days many advertisers seem to rush through, or skip, this process. This likely is a direct result of the rushed timelines for media campaigns and lack of proper resources.

Blogs and Blog Advertising

By Peter Figueredo Smart online marketing, or a waste of money? It seems that lately you can't pick up a trade publication without reading about blogs. As an online marketing executive, you may be wondering how—if at all—it can help you meet your e-commerce objectives. This column takes a close look at this "buzz topic" to help you evaluate this emerging area of online marketing. It could prove to be either a very valuable marketing tool or a waste of time and money. What are Blogs? According to Blogger (—a company acquired by Google in early 2003 that provides users

E-commerce Link: Make Your SEM Click

Six tactics to improve your pay-per-click search engine marketing program It is no secret that search engine marketing (SEM) can be an effective online marketing tool. Unfortunately, it’s not an easy practice to master. Here are six proven tactics to help you increase your ROI from pay-per-click search engine marketing. Choose Your Weapon Before you begin, you must decide on a plan of attack. Determine which keyword selection strategy will help you hit your SEM goals: • the shotgun, • the laser or • a hybrid? Practitioners of the shotgun approach start their SEM campaign with a wide variety of keywords

When to Send Online Outside

To outsource or not to outsource online direct response Deciding whether to outsource online direct response efforts or build an in-house marketing team is a decision every marketer faces at some stage in the development of its online strategy. Some marketers need to outsource immediately; others establish a marketing practice internally before outsourcing; and still others find that building an internal marketing team is best for the long term. Today marketers can select from a variety of specialist agencies offering outsourced solutions for services such as affiliate marketing, media partnerships, search marketing, direct response creative, CRM and e-mail. To start the evaluation process, marketers

E-commerce Link: Generate Traffic Without Getting Run Over

10 Steps to Reduce Risk in Online Affiliate and Pay-for-Performance Relationships. For the past few years, there’s been an ongoing battle over which path marketers should take when seeking to acquire customers online. In the beginning, marketing departments told CEOs that online advertising was the golden goose, citing the millions of eyeballs ready and waiting for their company’s message. That goose never laid a golden egg, and those eyeballs certainly weren’t always translating into open wallets. In the late 1990s, a new generation of online marketing that “made sense” emerged: Direct marketers took hold of the power of the Internet, and “affiliate marketing” and