engage and convert - the new rules for success in digital advertising final

Engage and Convert: The New Rules for Success in Digital Advertising

Ray CoppingerSenior Marketing Manager EMEA, Marketo@raycop @marketo

© 2015 Marketo, Inc.

Marketo Proprietary and Confidential

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Introduction



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)

http://www.mediadynamicsinc.com/product/americas-media-usage-ad-exposure-1945-2014/E1a68cfe34e9e1a/



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.



Digital Advertising has a bad name!

Source:



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

http://www.slideshare.net/ericpicard/the-critical-trends-in-online-advertising-mima-summit-2014

http://www.slideshare.net/ericpicard/the-critical-trends-in-online-advertising-mima-summit-2014

Success – Starts with your Strategy



In Digital Advertising…

…Strategy is Critical



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?



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



Step 3: What are your Advertising Goals?

Customer AcquisitionCustomer NurturingBrandingCustomer Loyalty, Cross-Sell, UpsellAll of the above



Step 4: Audience Development and Personas

Background?Main Sources of Information? Main Online Channel Preference? Pain Points?Preferred Content Medium?



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



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



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



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



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.



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



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



You can’t advertise in a vacuum…



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.



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.



Channel 1: Twitter



Channel 2: LinkedIn



Channel 3: Facebook



Channel 4: PPC



Channel 5: Email



Channel 6: Website



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



Digital Advertising Planning



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



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



Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5



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



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



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

Introductions

Adam LevinsonCustomer Success Manager

[email protected]

mailto:[email protected]

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

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%

0.0%

+27.8%

N/A

-24.6%

+2.9%

0.0%

+16.3%

N/A

+11.9%

+18.4%

Build it in 5 minutes