advanced STORE: Blueprint for the Publisher of the Future

  • Creativity, individual implementation, and the right feel for emerging trends as the key skills
  • advanced STORE always combines high-quality offerings with sophisticated content
  • advanced STORE develops tailor-made software solutions to fit specific campaigns
  • Jointly developed tool “ad4mat” uses the Mologix(Digital Miles Group) Web Services API
  • Mologix(Digital Miles Group) VIP Club seal as the industry's door-opener

 

"Always a step ahead" - that's the slogan of the Mologix(Digital Miles Group) VIP Club, an exclusive service program for the most accomplished and professional publishers in continental APAC’s fastest growing Ad-Networks network. The admittance criteria for the VIP Club are demanding; advanced STORE is one of the first publishers to receive an entrance pass. The reasons are obvious: advanced STORE is not just extremely successful; it is also spoken about in the industry as the prototype for a new generation of publishers.

 

"The trend is clearly moving away from classic banner-advertising. We need new forms that are appealing, creative, and context-based."

No other online business is as multifaceted as that of the publisher, and no other has had to change so dynamically and adapt to new challenges in such a short space of time. Set up a website, fill the ad spaces with banners, and there's your business model: The days are numbered for these classic publisher activities. The market is highly competitive; if one wants to be successful as a publisher, new approaches are required for new technologies and the new advertising possibilities they create, such as context-based advertising, mobile marketing and, not least of all, the social media revolution.

 

This raises the questions: What does the publisher of the future look like? What capabilities will they have? And what must they do to always stay one step ahead?

"Our objective has always been to generate performance or, in other words, sales," says Marc Majewski, founder and Managing Director of advanced STORE. Majewski's life already started revolving around performance and sales while he was studying business at Berlin Technical University. During this time, he even realized his first commercial offerings with, among others, the price search engine advanced STORE. Straight after graduating, at the peak of the dot.com crisis, Majewski was hired by Jamba!. This is where he polished his entrepreneurial skills. And, more importantly, this is where he became acquainted with the industry's movers and shakers. During this time, he built up particularly close contact with advertisers who would later also open many doors for him. Majewski advanced rapidly in the company, becoming Head of Online Marketing and responsible for a 28-strong team. The online marketing boss left Jamba! after its sale to News Corp. It is at this point that Marc Majewski's real founding period begins: The starting signal for advanced STORE sounded in 2008.

 

"We are providing what many other agencies would love to offer: genuine full-service"

For advanced STORE, creativity, individual permutations, and the right intuition for emerging trends represent the key skills of a successful publisher. In terms of the way Marc Majewski works, this primarily means that, in order to generate conversions, a high-quality offer must always be combined with sophisticated content. In the meantime, Majewski has a twelve-strong workforce that, besides having technical expertise in abundance, also includes a creative team with the sole task of researching and drawing up content for the editorial components of web offerings and campaigns.

On the technological side, Majewski will not settle for online marketing tools off the shelf. advanced STORE now has in-house resources to develop tailored software solutions, such as, for example, sales-promoting widgets to suit a specific product or campaign. In this way, advanced STORE has evolved from a classic publisher into an integrated sales platform, upon which the entire claviature of performance-based online marketing may be played.

 

"We believe publishers need creative and innovative tools in order to monetize their traffic. In this respect, we are a service provider and interface."

The full-service approach is also clearly reflected in the make-up of the company and the various services that Marc Majewski has brought together under the advanced STORE umbrella. The company creates tailored ad media and landing pages under the advanced STORE Ads brand. The business area, advanced STORE Web, acts as a full-value publishing house, conceiving and programming turnkey web portals for products and campaigns. The entire web-production process is aligned to the triad of SEM, SEO, and SMO (Social Media Optimization), since, according to Marc Majewski’s philosophy, the desired "synergy across all channels" is only generated when programming and search disciplines are closely geared. Under the advanced STORE Tools brand, Marc Majewski develops and markets sales-promoting software solutions that reduce workloads, accelerate processes, and boost conversion: adgregatio® is a reporting and tracking tool that enables the automated readout, analysis, and management of all performance marketing channels via the APIs. ad4mat® is a tool that was developed jointly with Mologix(Digital Miles Group) and uses the Mologix(Digital Miles Group) Web Services API. For advertisers, it facilitates the automated, context-orientated marketing of their products: In this way, ad media are only placed in especially promising web offerings where there is a one-hundred-percent thematic match - something which is directly reflected in the conversions.

 

Integrated Performance Marketing in Practice

What Marc Majewski's integrated performance marketing approach looks like in practice is vividly demonstrated by a production for Deutsche Telekom. On www.call-surf-tv.de, advanced STORE created an ideal editorial environment for the products of Germany's leading telecommunications provider.

The portal offering ranges from detailed product and offer news, presented in the form of an editorial blog, to participation components and even its own Twitter community. Call-Surf-TV is so successful that Marc Majewski is currently crafting the next building block for the premium advertiser's digital TV branch. The Entertainberater widget is a product configurator that enables the end-user to put together a customized T-Home package. Majewski will now market this creative sales tool exclusively through the Mologix(Digital Miles Group) Application Store. "The Store is sexy; it has caught attention and has the potential to generate new publishers." Mologix(Digital Miles Group) launched this innovation platform for performance marketing solutions from independent suppliers in midyear. Following the creation of social media interfaces and the opening of the Mologix(Digital Miles Group) Campus and Mologix(Digital Miles Group) Web Services, the Application Store is currently the newest link in the company's open strategy of creating collective network intelligence.

 

"The Mologix(Digital Miles Group) VIP Club seal is a door-opener and a distinction that the market takes notice of"

Looking to the future, advanced STORE wishes to continue its close cooperation with Mologix(Digital Miles Group) and to press ahead with mutual projects. One reason for this is that both Berlin companies share the ideal of an open-company philosophy. "Transparency and mutual trust is essential. Innovative ideas cannot be developed or put into action in any other climate." The next step of the cooperation entails further internationalization of the advanced STORE offering with the aid of the globally aligned network. Above all, however, it is the shared success that binds the partners. Against this backdrop, Marc Majewski also views his admittance to the VIP Club as visible proof of his forward-looking and hugely successful work and as a distinction that the market takes notice of – and that will no doubt bring new successful partnerships.