How to Maximise Your Digital Marketing Budget

In an Increasingly Competitive EnvironmentDamien Bennett Director of Business Strategy

@damiennmpi

2

Say hello to the next President

of the United States of

America

3

How did this happen?

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Source: Fec.gov, opensecrets.org

Presidential Campaign Spending (Millions)

Trump Clinton

$250

$600

140%

What do the numbers look like?

5

Right People Right Place Right Time Right Message

6

Right People

% Vote Change Vs 2012

7

Michigan Ohio Florida

Source: New York Times

Right People

8

Right People

9

Trump Clinton

207

489

Field Officers in Florida

136%

“He didn’t use the ground game in the primary, and now he’s not going to use it in the election, and is

arrogant enough to think he doesn’t need it.”-Steve Kerrigan, CEO of 2012 Democratic National ConventionSource: 538

Right Place

10

Trump Clinton

15.2

11.1

Twitter Followers (Millions)

Trump Clinton

14.8

9.4

Facebook Followers (Millions)

37%

57%

Source: Twitter, Facebook

Right Place

11

7th October 2016Right Time

12

Source: CNN Exit Poll

Before September In September In October Last week Last few days

60%

13% 12%

6% 8%

When did you decide who to vote for?

Right Time

13

Right Message

14

Source: CNN Exit Poll

Good Poor

36%

63%

What is the condition of the national economy?

Cares about me Can bring change Right experience Goog judgement

15%

39%

21% 20%

Which candidate quality mattered the most to you?

Right Message

15

What can we learn from Trump?

16This is our Hillary…

The establishment

Big budget

Half of the nation will love it

Half will be fed up with it

17

Right People Right Place Right Time Right Message

1818Right People, Right Place

Creativity

Data Intent

B Being customer centricAInnovative use of technology

C

Extending reach and opportunity

19Using Data to Reach Cotswold Outdoor’s Audiencejackets

3rd Party Data• Gender• Age

Stage 1

Stage 2

Stage 3

Powered by:

3rd Party Data + 1st Party Data• Gender• Age• Customer data

3rd Party Data + 1st Party Data + Technology• Gender• Age• Customer data• Weather

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Source: Google Trends

When should you start advertising for Christmas?Right Time

Search Interest for Christmas Gifts (2015)

15th December1st November

£

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Becoming Aware

Researching

In-Market

Re-engagement

Right Time (of the Customer’s Journey)

• Reach• Brand search uplift• Ad Recall• Social engagement

• New visitors• Cost Per New Visitor• Bounce rate• Time on site• Pages viewed

• Revenue• ROI• Store visits• Per session value

• Lifetime value

Customer Stage KPIs

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Segment your audience and tailor your messagingRight Message

• Messaging

• Ad format

• Device

Data Sources Channels Creative

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Dynamic creative allows advertisers to be ultra-reactive to audience trendsRight Message

Python JavaScript Unity 5 Hadoop

24

TVTY

Technology can be used to amplify other channelsRight Message

X

Powered by:

25Our 5 Rules

1. Exhaust targeting possibilities

2. Challenge conventions

3. Don’t treat audiences like clones

4. Promote agility

5. Use technology to enhance activity

Thanks!@damiennmpi@nmpi_digital