#cnx14 - make audiences the center of your advertising for greater performance
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Track: Social Marketing
#CNX14
#CNX14
Making Audiences the Center of your Advertising for Greater Performance
George Manas, Resolution Media
Ron Belanger, Social.com
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
“ there may be customers without brands, but no brands without customers ”
Track: Social Marketing
#CNX14
Goals – Presentation Overview
1 2 3
Advertising Trends Why the Customer is Important for Advertising?
Customer Stories
Track: Social Marketing
#CNX14
1.3 billion Facebook users with 1 billion on mobile
Overall Social Media expected ad spend growth in 2014 is 27%
Twitter revenue per visit up 131% & Facebook up 74% in 2013
86% of Mobile Time Spent is on Mobile Apps
Social Media app engagement rates is up 203% YoY
Sources:: IAB, Facebook, eMarketer, Flurry
Advertising Trends
Track: Social Marketing
#CNX14
More than 60% of US adults who are online use at least 2 devices everyday
Source: Rebecca Lieb, Why Mobile Is Essential For Brand Marketing, August 2014,
Track: Social Marketing
#CNX14
Source: Rebecca Lieb, Why Mobile Is Essential For Brand Marketing, August 2014,
On Mobile
On Television
Mobile Achieved First Screen Status
Americans are spending 5 hours and 46 minutes a day on mobile digital and media versus 4 hours and 28 minutes a day on TV
Track: Social Marketing
#CNX14
Sources: US Mobile Monthly Minutes, Comscore July 2013 (Facebook)
Track: Social Marketing
#CNX14
Sources: Twitter
76%
…of twitter usage is on mobile
Track: Social Marketing
#CNX14
Sources: LinkedIn
15mmobile profile views daily
2.5xmore active users
Track: Social Marketing
#CNX14
79% of people have their phones on or near them for all but up to 2 hours of their waking day
Source: IDC, How Smartphones Keep Us Engaged, Danielle Levitas, 2013
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
How do you advertise to customers who are?
- more mobile- more savvy- at different stages of journey
Track: Social Marketing
#CNX14
Era of Social & Mobile
Web Only3rd Party CookiesBanner Display AdsMobile & Desktop Disconnect
New Dominant Digital PlatformsSocial Identity Across Devices
Digitals Ads Across FunnelNative Advertising
Mobile Apps
Era of Desktop & Cookies
Advertising Evolution
PAST
FUTURE
Track: Social Marketing
#CNX14
Evolution of Digital Advertising
• 1990s: Digital ads were largely banner ads and targeting similar to broad based traditional channels like TV or Print
• 2000s: Dominated by Search Engine Marketing (SEM) and cookie
based Display banner ads with more relevant ads (limited by browser, device and session)
• 2010s: Emergence of Social Identity & Mobile means most effective digital ads are cross device, platform, channel and web/app
Track: Social Marketing
#CNX14
Elite Advertising Teams Using
Latest Ad Technologies
5BSmartphones
by 2017
Mobile
Fortune 500
Brands
Social
Brand4.5BAggregated
Users
Modern Agency
Track: Social Marketing
#CNX14
Do you know who your
customers are?
Do you know where they are in
their journey?
Are you driving an engagement strategy
to move them along that journey?
Are you able to measure the
impact on your business goals?
Customer Focused Advertising
Track: Social Marketing
#CNX14
Meet Susan
35 – 45 yo, mother of three
Outdoor enthusiast
Planning Colorado hiking trip
Track: Social Marketing
#CNX14
Customer Signal
Track: Social Marketing
#CNX14
✔ Deliver Ad Creatives on Facebook, Twitter & LinkedIn Tailor Made To Capture Customer Information
Ad Variation – 1
Track: Social Marketing
#CNX14
✔ Show relevant content based on past transaction history, interest areas and intent signals
Ad Variations - 2
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
Customer Success
Track: Social Marketing
#CNX14Performance B2B Advertising
C-Lvl& VP, Director Targeting
50%lower CPL
Reach an audience across
devices for enterprise level
products
Track: Social Marketing
#CNX14
Ad Performance
15%Lead Form Conv. Rate
18xBetter CTR with
Sponsored Updates
Identify highly targeted
audiences to drive leads
and revenue.
Track: Social Marketing
#CNX14
Advertising is moving further towards a social identity and mobile focused era
High performing advertising involves
communicating effectively throughout a customer journey
Elite advertisers experience superior
results with sophisticated teams,
technologies and strategies
Summary
1 2 3
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
$50StarbucksGift Card
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
Questions?
Track: Social Marketing
#CNX14
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
Track: Social Marketing
#CNX14
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