Outbrain, the leading content discovery platform, is seeking a motivated Director, Customer Acquisition. The position will lead all customer acquisition and marketing efforts of a new product launch while playing a key role in Outbrain’s fast growth. This newly created role reports to the Vice President, Marketing.
If you are interested in joining a group of accomplished, passionate people pushing the evolution of online publishing with some of the web’s top sites, then we want to talk with you. As with any Outbrain employee, we’re looking for someone who is resourceful, bright, proactive, a go-getter, works well independently and as part of a team, and who will be passionate about what she or he does. For this role, we are looking for a highly experienced direct marketer who has hands on knowledge of key direct response tactics and a strong analytical background.
Oversee all customer acquisition efforts for key product launch
Develop strategies and tactics to deliver customer targets including but not limited to, search marketing, email marketing, display advertising, affiliate marketing and partnerships
Drive search marketing management and campaign optimization to meet company goals, maximize budget and drive efficiency.
Manage the development of strong and effective advertising creative
A/B testing analysis of product landing pages and advertising campaigns
Analyze campaign performance to ensure they are bringing in positive ROI
Create and maintain a targeted CRM program
Develop promotional plans to incentivize new and repeat customers
Leverage data and analytics to develop new acquisition strategies to generate quality leads based on customer engagement and lifetime value. (out-of-the-box thinking is preferred)
Highly quantitative and analytical marketer
Strong track record of developing and driving ROI based acquisition programs online
Strong search marketing background
Highly proficient in Google Analytics
Self-starter / self-motivated, capable of staying on track and pursuing solutions without supervision
Ability to work under pressure, meet deadlines and handle multiple projects simultaneously
It’s tough being an online content publisher these days.
While the flow of advertising dollars into digital continues to increase—online advertising spending is expected to grow 20% to $31.3 billion in 2011 in the U.S. alone, according to eMarketer—it has not resulted in higher CPMs for publishers.
Rather, the increase in spending is spread thin across a crowded field of technology middlemen (i.e. ad networks, exchanges, data providers, DSPs, etc.).
And it is largely following increased audience usage of digital media as opposed to resulting in larger payouts per page view for content creators. Meanwhile, the cost of producing content remains stubbornly high. Recent developments like Google’s Panda update, which rewards original and high quality content in search results, as well as the increasing amount of traffic directed by the social Web via “word-of-mouth” will likely sustain the expensive cost of developing quality content.
When the balance sheet reflects a disparity between the price of producing content and the revenue it can realize, a shift is necessary. In order to increase monetization, online publishers must recognize the two halves of the problem and tackle them in different ways:
1. Drive higher audience engagement to increase valuable supply
2. Add new revenue streams, without subverting goal No. 1, to increase demand
We've Seen the Future of Ads and It Looks Integrated
Mark Suster has a great guest post up on TechCrunch today that discusses the future of advertising online and the movement towards more integrated ads since consumers are “blind” to traditional online advertising methods such as banners. One point he makes is that “our attention is all in the [content] stream. As evidenced by the eye-tracking studies – they will remain [there].” He claims that integrated advertising means are more effective in reaching consumers, and we wholeheartedly agree. Content is key for brands online and presents a better opportunity for engaging and entertaining your audience — actually catching their attention — in a more genuine manner.
While there is an ongoing debate about whether or not people actually want to read branded content, our data shows that consumers respond to paid content no differently than editorial content — as long as it’s quality and interesting to them.
When companies say they want to use social media as a marketing tool, do they really mean content marketing? Will Davis, managing partner at Right Source Marketing, thinks so.
“When companies learn more about what content marketing is—and that you can leverage your own content in the social media space—they almost always realize that’s what they really wanted to do, and social media is just one piece of their content marketing puzzle,” he writes.
Discovering something you like online can be wonderful, but the sheer volume of content out there means for publishers the challenge is no longer creating content, but helping the right people to discover it.
SEO? SMO? What Everyone Needs to Know About the Future of Online Content Consumption
Sending the News Feed to the Tailor: Personalization & Why Online Content is Not One-Size-Fits-All
Going Beyond Banner Ads: Why Content Monetization Matters
“Companies are starting to use their website to provide an engaging experience rather than a place to promote and sell stuff. They want their customers’ experience to be congruent with its ethos and brand values. For such companies, the editorial mindset appears stronger than sales. The desire to connect with visitors via a ‘publishing’ approach comes from knowing that, when readers are emotionally and intellectually involved, they are more willing buyers. These companies are adapting to suit the needs of digital mindsets.”—Why you should start to think like a media publisher | Econsultancy
In late February, senior brand and agency executives gathered in New York City to participate in the final juding round of the 2011 Effie Awards — highlighting the best marketing and advertising programs of the year. Outbrain had the opportunity to sponsor the event and hosted a survey of the esteemed judges to learn about the current trends surrounding content development and content marketing among brand and agency marketers.
As expected, content is a critical component of any marketer’s strategy. Over 99% of respondents are already engaged in online content creation and content marketing today and believe that content is important to the overall brand marketing strategy. Surprisingly, only half of the respondents actually have a dedicated budget associated with content creation and/or content distribution. Most respondents drive traffic to their content via social media, SEO, email, paid search and display. 16% already take advantage of a content recommendation network, specifically designed to recommend a marketer’s content to readers on publisher sites. In addition, over half of respondents are currently spending up to 25% of their overall budgets on their content strategy. 23% of the total respondents self-identified as brand representatives and 66% as agency representatives.