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Engage and Convert: The New Rules for Success in Digital Advertising
Ray CoppingerSenior Marketing Manager EMEA, Marketo@raycop @marketo
Page 2© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Marketo Company Overview
3,500 customers across 20+ industries in 36 countries
#1 independent marketing platform:• Marketing software - built for
marketers, by marketers
• Fastest growing marketing technology company
• Largest partner solution ecosystem
Top rated by Analysts including Sirius Decisions, Gartner, and Forrester
Marketing First• Helping marketers master the art and
science of digital marketing
• Unparalleled expertise
Introduction
Page 4© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Page 5© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Page 6© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
The Typical Digital Buyers Day
Source: Media Dynamics, America's Media Usage & Ad Exposure: 1945-2014
5000+ (Brand Exposures & Ads)
362 (Are Ads)
12 (Are Remembered)
Page 7© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Meet Today’s Digital Buyer
• Tech savvy.• Knowledgeable about marketing/
brands/advertising.• Need to be informed, entertained or
helped. Never bored or annoyed. • Fickle—once you stop informing,
entertaining or helping them – they leave immediately.
Page 8© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Digital Advertising has a bad name!
Source:
Page 9© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Digital Advertising Defined
Digital Advertising is any use of the internet to deliver promotional content to consumers on various channels.
Digital Advertising allows marketers to:• To tell brand stories at scale and in context• Across multiple devices and channels• Reach larger audiences, in real-time and in a 1:1
personalised way
The History of Digital Advertising
Source: Eric Picard, http://www.slideshare.net/ericpicard/the-critical-trends-in-online-advertising-mima-summit-2014
Success – Starts with your Strategy
Page 12© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
In Digital Advertising…
…Strategy is Critical
Page 13© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Step 1: Analyse the Market
1. Who is most likely to purchase your product?2. How much of that market is interested in your
product? 3. Are their other companies selling similar products?4. What do your competitor’s advertising strategies
look like?
Page 14© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Step 2: What are you already doing?
Your Digital
Advertising
What?
Who?How?
What are you currently doing for digital advertising?
How is it performing? How are you measuring success?
Who is running your digital ad strategy? And is your digital ad
strategy aligned?
In-house?
Agency?
PPC?
Display?
Baseline?
KPIs
Page 15© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Step 3: What are your Advertising Goals?
Customer AcquisitionCustomer NurturingBrandingCustomer Loyalty, Cross-Sell, UpsellAll of the above
Page 16© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Step 4: Audience Development and Personas
Background?Main Sources of Information? Main Online Channel Preference? Pain Points?Preferred Content Medium?
Page 17© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Step 5: Build Your Team
• With limited resources, you should focus on fulfilling the following roles:• Creative Services• Paid Search
• With a larger team, it’s a good idea to make sure that the following responsibilities are covered:• Data Analysis• Social Media Advertising• Video Production
Page 18© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Step 5: Build Your Team (contd.)
Some teams may need to outsource some of its responsibilities to an outside agency. Some important things to consider are as follow:
• Industry expertise • Shared vision• Similar background• Proven Track Record
Picking Your Digital Advertising Channels
Page 20© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Lots of Digital Advertising Options
SEARCH DISPLAY SOCIAL MOBILETypes of PPC Ads:1. Traditional Text Ads2. Text Display Ads
Types of Display Ads:1. Static2. Video3. Cinemagraphic4. Flash5. Pop-Up
LinkedIn• Sponsored Updates• Display• Lead Accelerator
Facebook• Promoted Posts• Dark Posts
Twitter• Promoted
Tweets/Accounts/Trends
• Website/Lead Gen Cards
YouTube• In-Search/In-Display• In-Stream
Instagram• Single/Multi-Carousel
Ads
In-Browser• Text Ads• Static Banner Ads• Video Ads• Cinemagraphic Ads• Pop-up Ads• Social Ads
In-App• Push notification• In-App Messaging• Image Ads• Text Ads• Video Ads• SMS and MMS
Messaging
Page 21© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Search (PPC) Advertising
PPC ads are flexible, contextual, extremely visible, and most of all, effective for many different types of organisations.
1. Focus on quality score2. Choose your keywords wisely3. Watch your budget closely4. Don’t fear the competition5. Make sure you can measure6. Integrate with Marketing Automation7. Test, test, test, repeat
Page 22© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Display Advertising
Display ads offer great diversity. You can use a range of media to get your message across to your audience. And you can target your audience across multiple devices and channels.
1. Be clear on your objective(s)2. Make sure you can measure3. Be as targeted as possible4. Follow design best practices & design for the platform/channel.
Page 23© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Social Advertising
By advertising on social channels in an engaging and relevant way, you can reach new audiences or continue to nurture your buyers cross-channel.
1. Don’t take yourself too seriously2. Focus on valuable content and solid offers3. Utilize platform targeting for the biggest impact4. Always add value5. Always test your ads and content on each platform
Page 24© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Mobile Advertising
Mobile advertising is growing quicker than any other ad space. The human population is 7.1 billion and there are 7.7 billion mobile devices.
1. Adaptive/Responsive Design2. Make sure you can measure3. Be as targeted as possible4. Integrate with Marketing automation.
Cross-Channel Digital Advertising
Page 26© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
You can’t advertise in a vacuum…
Page 27© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Marketers need to think Cross-Channel
• Listen: Pay close attention to buyer behavior across all channels to create a single, integrated view of the buyer persona.
• Act: Manage, personalise, and act on conversations with buyers across channels.
Page 28© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Cross-Channel Acquisition Example
In this example from Marketo, digital advertising supports a campaign to acquire new potential buyers through the launch of our Definitive Guide to Mobile Marketing.
Page 29© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Channel 1: Twitter
Page 30© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Channel 2: LinkedIn
Page 31© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Channel 3: Facebook
Page 32© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Channel 4: PPC
Page 33© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Channel 5: Email
Page 34© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Channel 6: Website
Page 35© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Incorporate Digital Advertising in your mix
Channel Goal Ad Types Messages Supporting Channels
Budget
Events Brand Awareness
N/A e.g. “Marketing First”
e.g. Email, Social
e.g. £100K
Website Upsell/Cross-Sell & New Name Acquisition
Homepage Takeovers
Take Your Mobile Marketing To The Next Level
Email, Retargeting
N/A
LinkedIn New Name Acquisition
Sponsored Updates
Mobile Marketing in Your Marketing Mix
LinkedIn Display, Retargeting
e.g. £50K
Events
In-App
Display
PPC
Page 36© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Digital Advertising Planning
Page 37© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Digital Advertising for Lead Nurturing
As a marketer, you need to think across channels in your lead nurturing.
Geo Location Vertical
Local Events Case Studies
Competitor Customer
Demos
Company Size
eBooks
Digital Advertising Metrics
Page 39© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
The Future of Marketing Metrics?
Efficiency Effectiveness
Brand Awareness
Cost Metrics (Efficiency)
Overall Engagement
Top-Line Revenue
In marketing measurement, effectiveness metrics trump efficiency metrics
Page 40© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Page 41© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Common Digital Advertising Metrics
Front-End Metrics Back-End MetricsImpressions Cost Per LeadReach ROIClicks ROASClick Through Rate LCV (Lifetime Value of a Customer)Engagement RateConversionsEffective CPM
Page 42© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Choose how to Attribute
1. First-Touch Attribution2. Last Touch Attribution3. Multi-Touch Attribution4. Time Decay Attribution5. Position Based Attribution6. Last Non-Direct Click Attribution7. Last Adwords Click Attribution
Page 43© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
How we do it at Marketo?
1. Count all the successful touches2. Assign value to the final action3. Distribute that value across your successful
touches
Questions?
Email: [email protected]: @raycop
Optimizing Ad and Email Campaigns
July 22nd, 2015
A/B Testing
What is it?
A/B testing is a way to test changes to your page against the current design and determine which one produces positive results
How does that help me?
The Test
ç
The Test
The Results
More Examples
Secret Escapes
Original
The Variations
Case Study: Obama Contribute Form
Visited Signed Up Donated
0.0%
+2.3%
-27.8%
+15.2%
+8.5%
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+27.8%
N/A
-24.6%
+2.9%
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+16.3%
N/A
+11.9%
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Sony
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