FILIP LAUWERES Global Business Owner

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WHAT DO WE WANT AS A MARKETEER?

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PAID SEARCH

AD  SERVERS:  

RICH  MEDIA  /  DYNAMIC  CREATIVE:  

VERIFICATION:

DSPs:   AD  NETWORKS:  

VIDEO:  

VERTICAL:  

TARGETED  NETWORKS  /  AMPS:  

PERFORMANCE:  

Het

DISPLAY ONSITE

SOCIAL

MOBILE

AD  EXCHANGES:  

ATTRIBUTION & ANALYTICS

TAG MANAGEMENT

DATA MANAGEMENT PLATFORMS

DATA AGGREGATORS

DATA SUPPLIERS

EMAIL MANAGEMENT PLATFORMS

AFFILIATES

SSPs:  

WE KNOW WHAT WE GET

M A R K E T E R AU D I E N C E

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BUT WHAT DO WE WANT?

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DO WE WANT TO ENGAGE

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CREATE AWARENESS

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DESIRE

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CONVERSION

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WHAT ABOUT TELLING A DIGITAL STORY?

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Hub

Marketing Automation 2.0 •  Cross silo •  Programmatic •  Engagement method agnostic •  DMP as central hub •  Knowns – un-knowns •  Digital Story Telling

Egagement layer Cross-screen

Email Knowns

Anonymous

Phone Search

Social True Data

Management

Display

Website Offer

Forms

Chat

EVOLUTION OF MARKETING AUTOMATION

MA 1.0

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NEXT STEPS FOR MA INDUSTRY ACCORDING TO MARKETING AUTOMATION VETERAN

“Hyper-target” = Relevant Content & Personalization

“Digital body language” = Digital profile

“Interest based on activities” = Historical product Interest

“Breaking down the silos” = Integration

“Did this effort drive revenue?” = Attribution

“A wide variety of touchpoints” = Search, display, social

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WHAT WHITESPACE IS FILLED

MARKETING AUTOMATION 1.0

E-mail retargeting

CRM integration - knowns

Life cycle marketing

Lead generation

Analytics

Advanced scoring

Bridging silo’s – search & social

Digital DNA - unknowns

Content personalization

Insights

MARKETING AUTOMATION 2.0 ACCELERATING ELEMENTS

Display retargeting

Search retargeting

CPA knowhow

Advanced automation : RTB, DCT, SPOT, …

Attribution reports and mgmt

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THE MARKETING AUTOMATION INDUSTRY

Venture Beat : top 10 marketing automation companies

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THE MARKETING AUTOMATION INDUSTRY

Venture Beat : tmarketing automation companies

BUILDING BLOCKS FOR DIGITAL STORY TELLING

“ Good marketers tell a story ” – Seth Godin

THE DIGITAL MARKETING SUITE STACK

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43% Product A

30% Product B

27% Product C

Your Website Audience Analyze Visitor Interests to Build Engagement Scoring & Profiles

MIN. SPENT ON-SITE

CLICKPATH VALUE

HOURS BETWEEN VISIT

KEYWORDS SEARCHED

NEW VISTOR OF SITE

SITE CATEGORIES VISITED

REFERRING URL

266 SCORE

348 SCORE

450 SCORE

240 SCORE

850 SCORE

350 SCORE

298 SCORE

740 SCORE 850

SCORE

USER AT THE HEART OF DIGITAL STRATEGY

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OPTIMIZE FOR EACH INDIVIDUAL USER

And are dynamically approached

based on where they sit

in the decision process…

Visitors are scored…

Driving conversions

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DIGITAL MARKETING SUITE SOLUTIONS

Engagement Score

DIGITAL MEDIA TECHNOLOGY STACK

ENGAGEMENT INSIGHTS

REAL TIME OPTIMISATION

ONSITE MARKETING AUTOMATION

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THE SIMPLE CASE OF A FORM

Retargeting on form leavers

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360° view

DMP CRM

Digital DNA Online media consumption

Click journey Engagement scoring

Firmographics

Campaign responses

Demographics

CONVERSION

FORM

SEGMENTATION APPROACH

DATABASE PHILOSOPHY

ENGAGEMENT METHOD

Cross media channel Cross sales channel

CHAT

EMAIL

PHONE

DISPLAY

SEARCH

SOCIAL

KNOWNS KNOWNS UNKNOWNS

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SMART REMARKETING℠

Engagement Score

BID: $5.35

BID: $3.45

BID: $1.80

690 SCORE

735 SCORE

850 SCORE

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FACEBOOK EXCHANGE: SMART REMARKETING

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DYNAMIC CREATIVE

Engagement Score

LAST VISITED PRODUCT

HIGHEST INTEREST PRODUCT

RECOMMENDED PRODUCT

850 SCORE

75% SHIRTS

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LOOK A LIKE

WEBSITES VISITED

PRODUCTS PURCHASED

KEYWORDS SEARCHED

PAGES VISITED

Engagement Score

IDENTIFY THE ATTRIBUTES DRIVING CONVERSION OR ENGAGEMENT

FIND OTHER USERS WITHIN IGNITIONONE’S AUDIENCE NETWORK WHO SHOW SIMILAR ATTRIBUTES AND DELIVER ADS TO A NEW, HIGHLY QUALIFIED AUDIENCE

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SOME EXAMPLES

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MEDIA MIX MODELING

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THANK YOU FILIP LAUWERES filip.lauweres@ignitionone.com www.ignitionone.com www.digitalmarketingsuite.com @ignitionone