filling the sales funnel with performance marketing
DESCRIPTION
Performance Marketing is a relatively new term with a rapidly expanding definition. Learn what this new term actually includes as well as 5 reasons why you should try it.TRANSCRIPT
the SalesFunnel
with
Performance Marketing
LL
Bio
Mike McAnally-@mmcanally
- Partner & Co-Founder
- 17 Years Interactive Marketing Experience
- Affiliate Marketer since 1997
Agenda
What is Digital Performance Marketing
Advertising and Actions
Traditional vs. the Next Generation
Benefits and Risks
5 Key Takeaways
Digital Performance Marketing
Use advertisingto drive a specific “action "and only pay when that action is completed.
Digital Performance Marketing
Performance Marketing Requirements- The ad campaign drives consumer action, as
opposed to just raising awareness
- The consumer action can be clearly measured
- Ads can be optimized in near real-time based on the measurement
- Payment is made based on consumer action
Digital Performance Marketing
Actions - Top of funnel actions
produce engagement and branding
- End of funnel actions result in sales and leads but cost more to produce
Digital Performance Marketing
Advertising- CPM (Cost-per-Thousand)
- CPC (Cost-per-Click)
- Cost per Lead (CPL)
- CPA (Cost-per-Action or Cost-per-Acquisition)
Digital Performance Marketing
Two classificationsof Performance Marketing - Performance
Optimization
- Pay-for-Performance
Pay-for Performance
Pay-for-Performance drives customers to your site where you pay on action
Pay-for-Performance
A “Virtual Sales Force” uses your digital assets to produces sales and/or leads- Affiliate Marketing
- Cost Per Acquisition
- Multi-level Marketing
Pay-for-Performance
Affiliate Marketing-Ads run on pre-approved
Affiliate Web sites
- Customer clicks on your addelivered by the network
- Customer lands on your site
- Pay a percentage of sale upon action
Pay-for-Performance
CPA (Cost-per-Acquisition)- Ads run on CPA ad networks
- The networks pick the sites and affiliates that match your product
- Action tracked on your site
- Pay fixed cost only on defined acquisition
Pay-for-Performance
Multi-level Marketing- Sales force is
compensated for sales they make and for referred sales
- Use of sub-domain Sites
- Heavy use of Social “word of mouth”
- Good to be at the top
Pay-for Performance Benefits
Benefits- Low Risk (Performance Based)
- Pay only on sale or lead
- Cash flow friendly
- Visibility and branding
- Virtual sales force
Pay-for Performance Risks
Risks- Branding issues
- Traffic hijacking
- Sales attribution
- KPIs don’t match
- Virtual Sales force
Performance Optimization
Performance Optimization utilizes your advertising assets to drive visits to your site
Performance Optimization
Algorithmic Software intelligence to drive optimization in real-time - Bid Management
- Re-targeting / Remarketing
- Real-time bidding
Performance Optimization
Bid Management- Predictive Bidding driven
by algorithms
- Forecasting & Recommendations
- Utilized on Search & some Social Networks
- Drives Keyword Clicks to your site
Performance Optimization
Retargeting / Remarketing-CPC Based ad delivery
-Cookie based technology that delivers ads to people who have visited your site
-Retargeting serves ads based on frequency, interests and search history
-Drives awareness via impressions
- Fills the funnel with clicks
Performance Optimization
Real-time Bidding (RTB)-Computerized /
Algorithm driven buying
-Bid requests driven by personalization
-Utilized by Demand-side platforms (DSP)
Performance Marketing Benefits
Benefits- Visibility and branding
- Impressions
- High quality clicks
- Reach new potential customers
- Identify target markets
Performance Marketing Risks
Risks-Cash flow prohibitive
- Rogue Networks
- Fraud
- Privacy / Data Collection
- Your Web site needs to convert
5 Reasons to try Performance Marketing
1. Fastest growing segment in Digital Marketing
2. The ROI returned an average of $11 to 1
3. 93% of companies using would recommend it to others
4. New revenue opportunities are utilizing it to great effect; Mobile, Lead Gen, CPA
5. Business intelligence technology and tools are available to enhance tracking and ROI
Digital Performance Marketing
In the future all digital marketing will be classified as “performance.”
- Thank You
21960 Minnetonka Blvd. Suite 100Excelsior, MN 55331
www.nordicclick.com
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