performance marketing in a digital world
DESCRIPTION
This is the introductory presentation that Zhivko Kalotov, Country Manager of ForestView Bulgaria, delivered at the "Performance Marketing in a Digital World" Masterclass. The event was hosted on March 12, 2014 by ForestView, in collaboration with the Bulgarian Association of Advertisers.TRANSCRIPT
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Welcome to
“Performance Marketing
in a Digital World”
Masterclass
by Zhivko Kalotov,
Country Manager, ForestView Bulgaria
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Our Agenda 10:00-10:05 Welcome words by BAA
10:05-10:30 Intro on Performance Marketing
10:30-11:00 Performance on Facebook
11:00-11:15 Q&A
11:15-11:45 Networking break
11:45-12:15 Performance on Google
12:15-12:30 Q&A
12:30-13:15 Best Practices from across the region
13:15-13:30 Q&A
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FORESTVIEW
BOTTOM LINE EXPERTS
Who we are
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Performance Marketing Company
Geo Presence: GR/HU/RO/BG/CY
HR: 39
ForestView is the Performance Agency of TDG,
the leading Digital Marketing Group
in CEE, SE Europe & MEA
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GR
HU
RO
LOCATIONS
GR
BU
CAMPAIGNS +10 COUNTRIES
ASIA AMERICAS
AFFRICA
Geographical Coverage
of ForestView
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How “digital” is Bulgaria?
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99% 99%
97% 96%
92%
90% 90% 90% 89% 89% 89% 88%
86% 86% 85% 84%
83% 82% 82% 82% 81% 80%
79% 79% 79% 78% 78% 77%
77% 76% 75%
75% 74% 73%
72%
69%
68% 68% 67%
65% 64%
62% 61%
60% 59%
56%
53%
51% 50%
46% 46%
44%
39%
34%
26% 26%
0%
20%
40%
60%
80%
100%
68% of BG consumers are online
Online penetration in %
Source: TNS, Connected Consumer Study, 2013
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Penetration of connected devices in Bulgaria (in total population)
66%
28%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
28% use a Smartphone, 8% a Tablet in Bulgaria
Tablet Desktop/ Laptop/
Webbook
Smartphone
Source: TNS, Connected Consumer Study, 2013
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Smartphone penetration in UK, GER, BG
30%
18%
51%
29%
62%
40%
28%
0%
10%
20%
30%
40%
50%
60%
70%
UK DE BU
Q1 2011 Q1 2012 Q1 2013
… BG is close behind GER (1 year) & UK (2 years)
Source: TNS, Ipsos, Connected Consumer Study, 2011/ 2012/ 2013
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Penetration of connected devices in Bulgaria
66%
28%
8%
90%
51%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total population 18-34 years
Also: Watch out for the Generation Y!
Tablet Desktop/ Laptop/
Webbook
Smartphone
Source: TNS, Connected Consumer Study, 2013
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Google Confidential and Proprietary
% of online users who bought online (average of 36 products)
18%
27%
19%
32%
39%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
BG RO HR DE UK FR
Online Purchase
18% of purchases (base: 36 products) in BG are made online
11
Source: TNS, Consumer Barometer, 2013
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Google Confidential and Proprietary
% of online users who bought online resp. researched online before buying
18%
27%
19%
32%
39%
28%
71%
77% 77%
60% 63%
58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
BG RO HR DE UK FR
Online Purchase Online Research
… but 71% research online prior to purchase!
12
Source: TNS, Consumer Barometer, 2013
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Google Confidential and Proprietary
% of online users who bought online resp. researched online before buying
18%
27%
19%
32%
39%
28%
53% 51%
59%
31% 30% 33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
BG RO HR DE UK FR
Online Purchase Research online, Purchase Offline (ROPO)
53% do “ROPO” (Research Online, Purchase Offline)
13
Source: TNS, Consumer Barometer, 2013
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So What is
Performance Marketing?
Online marketing and advertising programs which focus
on the completion of specific actions such as a
Click, lead, sale, registration, download etc.
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Performance Marketing Funnel
Cost Per Fan / Engagement
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Performance Campaigns
Less Risk
Pay Upon Results
Possible Desired Action
Click, Sale, Like , View Video, Registration, Download, Subscription, Call, Lead, Fan,
Engagement
Reward
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Advertiser
Wins
Performance
Partner
Wins
Business Model
Results Aligned Interest
KPI
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Most Important Element of Performance Marketing?
Business
KPI’s 01
Marketing
KPI’s 02 Campaign
Metrics 03
Items Sold
Sale with Coupons
Revenue
Gross Margin
Net Profit Margin
Unique Users
Impressions
Email Open Rates
Clicks
Leads / Likes / Actions
Video Views
Engagement
Awareness
Message Association
Affinity
Intention to Purchase
Cost Per Lead / Cost
Per Action
Coupon Redemption
See The Forest for the Tree
Define the Performance KPI
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Campaigns need to look at both sides
to optimize results
See The Forest for the Tree
Outbound
Inbound
Outbound Marketing
1 Measurement of results-campaign attribution.
2 Campaigns Driving Action
3 Retargeting
4 E-mail Marketing
Inbound Marketing
1 Site Conversion Funnel
2 Custom Landing Page
3 Direct & SEO Traffic
4 Content Marketing
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The Secret
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We have the data
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Measure What?
Conversions
Sales revenue
Number of leads
Conversion Rate
Cost Per Action Lifetime value of customers
Registrations
Cost Per Like
Engagement
KPIs
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OPTIMISATION
Split Test Creative Images
Text Call to Action
Creative
Optimize
What?
Media Channel
Type of ads Placement Positioning
Targeting
Interests Age Groups
Gender Location
Behaviour
Buying Time
Bidding Techniques Predictive Bidding
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Optimization Never Stops
A natural
process
It happens
every day
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Old Digital Media Plans
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Financial Offer See the big picture See the forest for the tree
Thank You!