Responsive Performance Marketing

Justin Thorne | Head of Strategy & Performance Marketing

The Art of Conversation

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Agenda

• Definitions - ‘Responsive Performance Marketing’

• 5 Ways Marketers Can Have Conversations via Paid Channels

• The Future of Performance Marketing

• Conclusion

Definitions

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Responsive ~ ness

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Performance Marketing

Marketing that leads to a measurable action…

… but preferably £££ ROI, Revenue, Profit

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Responsive Performance Marketing

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Marketing…

Trends & performance can drive social campaigns

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Demand Driven Campaigns

Trending Products and/orTop performing GoogleShopping campaigns, driveFacebook Paid Ads

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Case Study - Netshoes

200%Conversion

Rate

40%Cost Per

Conversion

Search signals can drive social campaigns

Find Users just like theOriginal searcher (based on geo-dem

& likes and interests)

Intent Driven Audiences

Consumers Search

Cookies Matched

Follow the User into Facebook

Automate the deployment of ads for the product searched for by the

original user12

Intent Driven Audiences

1:1 Account Based Marketing

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Account Based Marketing

• Define target accounts (Top 10, 20, 50, 100)

• Once and individual provides contact information,

every experience can be personalised to the

individual, NOT just the company!

• Name-check prospect in display advertising utilising

Google’s reverse IP technology

• Personalise landing pages (name check company

and/or vertical relevancy)

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Account Based Marketing

• Pipeline grew by 22%

• Page Views 300%+

• Bounce Rate reduced by 66% (to 13.5%)

• Tripled CTR

• Personalisation is possible in FB Apps

Telling a story with Sequential Ads

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Sequential Ads

• Story telling in adverts

• Viewing time define ad campaigns

<10 Seconds see Ad Group A

10-20 SecondsSee Ad Group B

20+ SecondsSee Ad Group C

To CompletionSee Ad Group D

87%CTR

56%Subscriptions

Organic social posts can drive paid social campaigns

Organic Can Drive Paid Campaigns

• Publish organic post via Shoutlet or Hootsuite

• Creates an ‘Asset’ in Kenshoo in order to track performance

• Identify organic posts that lead to revenue

• Click a button to Boost post i.e. become a PAID campaign

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The Future of Performance Marketing

• Track single users across channels and devices

• A.I. Marketing (Conversations with your Fridge?)

• Personalisation will actually be useful… and accepted by consumers!

• Speech (According to Google)

• Video (According to Facebook)

• Responsive Performance Marketing

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Conclusion

• A real conversation always trumps automated intimacy

• Paid digital is far more powerful and effective when it is responding to signals from

other channels or stimuli

• Even digital Rockstars could see even better performance using technology