Marketing executives play a key role as the power behind the brands that they represent and additionally wear many hats as an essential piece of the executive brain trust.
As part of XBIZ World’s “Execs of 2018: The Year in Review,” marketing mavens of the digital media market share their thoughts on the strategies that drove success in 2018.
Each of the executives we spoke to below is among the finalist nominees for Marketing Executive of the Year in the digital edition of the 2019 XBIZ Exec Awards.
Which of your marketing initiatives proved most successful this year and why?
Kimi Evans
Flirt4Free
“Continuous upgrades to our advertising options specifically focusing on niche trends and maximizing granularity this year has been the most successful strategy. By analyzing individual traffic sources and optimizing based on revenue associated with specific model types, niches, and chat types that have already been proven to convert well, we’ve been able to focus more on trends. We have found that more exposure for particular fetishes is favored by users, highlighting specific categories of models that tend to draw in the best crowd, and updating the channels and rooms so that the UI is better suited for a greater audience to better yield the desired results of our campaigns. Processing the impacts of these changes and how they influence more customers to immerse themselves in the Flirt4Free experience as we expand these strategies to more of our white labels will result in increased conversions and maximized revenue for our affiliates.”
Laura Scavo
ManyVids
“There were so many new and exciting marketing initiatives launched this past year on MV! My personal favorite was the release of our documentary, #WeAreMany. This was very special as it was the first time we gave the public a peek into how we operate at MV and all the fun projects we do for our MV Stars. And of course, it also encompassed the grand reveal of our CEO Bella French. I think this reveal really tied everything together and helped make sense of why it is we do everything we do here at MV. This past year we also really wanted to focus our efforts on expanding our MV Trans and MV Boy community, launching our very first MV Mag Trans edition as well as having a boy’s week at the MV Loft. In terms of site features, launching the MV RevShare proved to be very successful. For those who don’t know, MV RevShare is a referral program that allows MV Stars, MV Members, agents, and talent recruiters to bring new talent to the site and receive the benefits of a secure, passive income which offers a five percent lifetime payout. By being an adult performer, we understand that MV Stars are the best to understand and help guide other adult performers to creative heights and financial success all while helping the MV community grow closer. It really is a win/win situation!”
Andra Chirnogeanu
Studio 20
“2018 was all about giving back and educating. The marketing initiative that proved to be most successful was #CamForCharity, which was held on September 5, the International Day of Charity. The managers, trainers, support, CEO, Marketing Department and more from the Studio 20 franchise logged in for at least one hour on the cam site that we work with and all the money raised was given to charity. This initiative had various aspects to it, including walking an hour in the model’s shoes; giving back to the least fortunate; educating people about camming (we sent out our cam links to our friends and family, people that would not ever go on to a cam site); supporting each other (most of our rooms were filled with people from the industry that tipped or took us to private); and showing that we are all equal and when push comes to shove, we stand by each other and help each other in the industry, that we are a family, a CAMunion. At the end of the 24 hours, we raised money, had fun and were exhausted. #CamForCharity will not stop in 2018 — we’ll do it again in 2019 and so on and we’re hoping more cam studios and sites join the initiative.”
Olivier Bourque
Crak Revenue
“I would say it’s been pushing our end user segmentation one step further: we’ve been very pleased with the opportunities that have presented our team. For instance, let’s take BlueChew: this new, rising, increasingly promising new brand. This highly efficient (and chewable) Viagra and Cialis alternative is the perfect playground for any marketer. It’s been a thrill finding the right message for multiple customers segments. From 60 year olds trying to channel their inner youth … to youngsters battling and experiencing “performance drops” after a few drinks too many. There’s a thin line between offering a welcome solution, and well, hurting a man’s ego! - Especially on a topic as touchy and delicate as that! I’m very proud to say we lived up to the challenge, and already made BlueChew one of our most successful brand in only a few months.”
Giles Hirst
ExoClick
“This year there were market changes within the industry. Perhaps the most impacting was Google’s new regulations, and it was our marketing strategy to ensure our clients were educated about how these changes could affect the way they promoted their offers and also tips and insights on how they could continue to maintain/grow their revenues by adapting their strategies. To address these issues, we created content marketing written by experts from our publishing, advertising and compliance departments, backed up with newsletter campaigns emailed directly to our large database of both advertisers and publishers. In addition to launching new Google-compliant ad formats this year, ExoClick also launched two brand new ad formats: email clicks and push notifications. Again, education was key to ensure that clients were able to maximize their investment and develop impactful creatives to convert their offers using these brand-new ad formats.”
Guillaume Tanferri
Jasmin
“Whether B2B or B2C, Jasmin’s goal is to connect people. We really pushed our premium branding this year and to great success. We saw many posts on social media with people proudly posing in our brand and we believe that speaks volumes about our brand’s popularity.”
