Digital marketing

DIGITAL MARKETING

‣mar·ket·ing (n) - The action or business of promoting and selling products or services

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Hard

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2006 2009 2012

43 Mos.35 Mos.23 Mos.

Average CMO Tenure

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Consumer

Website

Display

TV

Print

Outdoor

Direct Marketing

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Consumer

Website

Display

Search

TV

Print

Social

Ad ExchangesOutdoor

Mobile

radio

email

Direct Marketing

Online Video

AMAZING FACTS AND SHOCKING STATISTICS

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The commercial internet is twenty years old

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Google and Amazon have a higher market value than Disney, Comcast, and News Corp.

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True or False

> A. The entire Retail industryB. Annual US prescription drug salesC. PolandD. The entire NFLE. All of the above

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Google owns 66% of Search and 16% of Display

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Globally there are 2.3 Billion people connected to the Internet

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Digital Evolution = Life Evolution

DISPLAY

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$40 Billion spent on Display Ads in 2012

37% by 2014 – combined display market share of Google and facebook

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Evolution of Ad Formats

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Align with Branded Entertainment

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Branding Vs. Direct Response

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Video Advertising

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Video Samples

Pre-Roll Units Web Content and Brand Channels

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Right Inventory + Right Targeting = Right Customer

AD

AD

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Google Display Network

YouTube and Google Sites Doubleclick Ad Exchange Partner Sites

Sites Games Social Media VideoFeeds Mobile

Benefits of Exchange Buying

Efficient Scale

• Decide how much to pay for each ad impression

• Eliminate intermediaries

• Auction system lowers costs

• Buy & optimize in real time

Targeting

• Target the right ad to right user at right time

• Control media placement and timing

Performance

• Instant feedback loop on what media is working

• Intelligent system can ‘learn’ to find high value users

Insight

• Transparency on media placement, performance and audience

• Learn about behaviors of users coming to your site, and who is purchasing

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Targeting Capabilities

Behavioral Targeting

• Identify users who have interests, hobbies, purchase intent patterns, etc.

Contextual Targeting

• Run on sites and pages that may be relevant to the advertiser

Prospecting

• Cast a wide net to identify strongest sites, locations, times, messages

Remarketing

• Target users who’ve visited site, but haven’t yet purchased

• Reach users based on search activity

Deploying and Ad Exchange Strategy

Data Collection

• Collect data from first party and third party sources to develop profiles and targets of the ideal audience segments

Optimization and Insight

• Develop insight, refine and optimize efforts on an ongoing basis to find the optimal mix of ad, audience, and context

Programmatic Buying

• Target these data profiles through real-time bidded inventory where we can “cherry-pick” ad impressions and price them according to predicted return

Real-Time Bidding in Action

• Allows you to optimize based on where user is in the funnel

Qua

ntity

Price

$0.97 eCPM

HHI below 50K

$0.51 eCPM

Home Page Visit

$2.15 eCPM

“Look-alike” cookie

$3.46 eCPM

High Value Targus Segment

$4.61 eCPM

Brand Loyalist

SEARCH ENGINE MARKETING

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$23 Billion spent in Search in 2012

400 Million – The amount of searches Google gets everysday

Where do People Click?

30% of Clicks

70% of Clicks

* Enquiro - 201030

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Search is No Longer 10 Blue Links

Paid Search

Shopping

Organic Search

Video

Paid vs. Organic Search Differences

Immediate Impact

Control of Message

Can Target More Keywords

Easy to Test & Learn

Higher out-of-pocket cost

Performance-based Pricing

Long Term Results

Requires Implementation

Less on/off flexibility

Focus on content & site architecture

Extremely cost-efficient

Project-based Pricing

SEM / Paid Search / PPC

Vs.

Vs.

Vs.

Vs.

Vs.

Vs.

SEO / Organic Search

PAID SEARCH

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Search Campaign Structure

Campaign Development

Bid Optimization

Landing Pages

Copy Optimization

Keyword Selection

• Keyword grouping strategy

• Identify growth opportunity

• Group sections & content to establish organic themes

• Leverage technologyto maximize efficiency

• Test different bid positions

• Adjust strategy by day-part, geography, etc

• Landing page creation and alignment

• Multivariate testing

• Ensure the right page is ranking based on a user query

• Align copy to keywords

• Ongoing testing and qualifying of offers to filter out bad clicks

• Edit or create new content to focus on conversions

• Selecting target KW’s based on goals

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Keyword Selection

• Cast a wide net and optimize back

• Don’t use marketing language

• People don’t search the way you want them to

• Diabetes Recipes vs. Diabetic Recipes

digital cameras

best digital camera

buy [brand name][brand name]

SLR cameras

broad specific

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Campaign Development

• Grouping KW’s into “like” categories allows for several advantages:

• Effectively manage budget

• Isolate performance and set goals differently

• Identify areas of opportunity

• Target differently

$100 Daily Budget

ComcastComcast Cable

Cable and InternetBuy Cable

$100 Daily Budget

Brand Terms Cable Terms

Bundle Terms Non-Brand Terms

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Copy Optimization

• Align with perceived keyword search intent and should contain a call to action

Internet Keywords

Bundle Keywords

Broad Keywords

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Landing Pages

• Delivering an experience based on your search query

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Bid Optimization

• Tools allow you to automatically manage KW’s based on KPI’s

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Google Ad Formats

ORGANIC SEARCH

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Search Campaign Structure

Keywords & Content

Universal Search and

Social Media

Link Popularity

Keyword Selection

• Smaller group of KW’s based on site content

• Sharable content

• Assets such as videos, shopping & news feeds, and social media pages

• Are high quality sites linking to your website?

• Is Website coding Search Engine friendly?

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Technical Architecture

What users see What search engine spiders see

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Keywords and Content

• Fresh, unique, up-to-date content

• Page content length of 800 to 1,000 words

• Use important keywords throughout entire page and focus on one theme

• Within the content use links to related pages, if applicable; this will allow search engines to determine the relevancy of the target page

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Keywords and Content – Meta Data

• Page Title – Each Page is unique

• Description Tag – Describes your site

Diabetes Complications

Diabetes Treatment

Diabetes Symptoms

Neutrogena.com

Site b Site CSite A

High-Ranking Sites

“acne medication”

Link popularity: • The number of sites that link to a

particular site. • Many search engines use link popularity

as a factor in determining the search engine ranking of a website.

Link building: • The process of creating inbound links to

one’s website.• This can be done with links from

relevant sites, blogs, forums, newsletters, press releases, and directories.

Link Popularity

SO-LO-MO

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1 in 5 searches are done on a mobile device

40% - Projected search traffic Google with get on a mobile and Desktop

Mobile Shipments

49 Source: Mary Meeker “Top Mobile Internet Trends”, 2/10/11

Tablets

Smartphones

Notebook PC

Desktop PC

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Mobile Users to Exceed Desktop

Global InternetUsers(MM)

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Screens are Complimentary

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Tablet Mobile Desktop

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Hourly Distribution of Searches by Platform(doesn’t reflect absolute traffic volume)

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Even If You Don’t Build It…They Will Come

Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11

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Apps vs. Mobile Web

Mobile Apps• Reach Customers Offline

• Use all device capabilities

• Media Rich Experience

Mobile Web• Simple to find

• Increased market share

• Easier to maintain

Building a proper mobile site

79% of large advertisers do not have mobile optimized websites

• Keep The Layout Simple

• Design For Thumbs, Not Mice

• Use Uniquely Mobile Features

• Make It Easy To Convert

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Mobile Search Click-to-Call

• Google click-to-call advertisers saw an average 5-30% increase in CTRs

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Mobile Display

Display ads Video Display Ads Drive to Mobile Site

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Create Loyalty with Apps

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Drive App Download

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Local Mobile Targeting

LOCAL

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74% of searches have a local intent

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Local Integration Everywhere

Consumers are using search to find local businesses

• 60% of consumers begin their search for local businesses online

• 33% of all search queries yield local results

• 82% of people using local search sites follow-up with an offline action

Local business results are everywhere

• Organic Search Results

• Paid Search Results

• Internet Directories

• Smart Phones & Mobile Devices

• Online 411 Directory Services

• Navigation Systems

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Paid Search Integration

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Google Places

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Organic Search

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Map Integration

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Beyond Local Search

SOCIAL

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1/7 of the worlds population is on facebook

25 Minutes – Amount of time Americans spend on social media everyday

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Social Influence on Search

= SearchEngine

Rankings

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Social is About More Than Sharing

Transparency

Customer Service

Sales

Focus Groups

PERSONALIZATION

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What Do You Know and What Will You Show

Searched Google

Connection Speed

Watched a Video

Visit Number

Shared with Friends

Gender

Targus Lifestyle Segment

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?

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Analytical Use Cases

• Persona Identification• Attribution Analysis• Audience Analytics• Full Funnel Analysis• Cross-Channel Analysis• Segment Enrichment• Improved Media Buys

Operational Use Cases

Recognize, Target & Optimize

• Dynamic Landing Pages• Site/Banner Optimization• Targeted Media Buying• Search Intent Retargeting• Social Media Targeting

Cross-ChannelData Management

Platform

Data Management,Tag Management,Segmentation, and

Application Services

Real-time Data

AnalyticalData

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TESTING & MEASUREMENT

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Cast of Characters

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What are you measuring?

• Sales

• Traffic

• Visitors

• Page Views

• Conversions

• AOV

• CPA

• Bounce Rate

• Referral Source

• Exit traffic

• KW Ranking

• CPC

• Email sign up

• Return visits

• Abandonment rate

• Product mix

• Days / Visits to purchase

• Engagement

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A/B Testing

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Multivariable Testing

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Digital Evolution = Goal Evolution

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Measuring Beyond the Click

ActionClicked and ConvertedStore Locator / Visited StoreLatent ConversionsPhone CallConverted on Different ComputerConverted thru Other MediaConsidered But Didn’t Purchase (Abandoned cart)Opt-InNo Action: Good Experience (Browse)No Action: Bad Experience

Visits281211

152

2543

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Value per Action250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$

$10$5

(1.00)$ 1514

Total Visitor Value500$

2,000$ 250$ 500$ 250$ 250$ -$ 20$

125$ (43)$

3,852$

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Making the Boss Care

Don’t talk about…

Bounce Rate

Site Copy

CTR / CPC / Imps / Rankings

Traffic

Cool

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Making the Boss Care

Illustrate…

Missed revenue opportunities

Delivering the Experience

Conversion / Sales / LTV

Engaging your Audience

Actionable Insights

Sales

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Don’t let your inability to measure everything stop you from optimizing the

experiences

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You’ve read lots of books, I’ve lived lots of life

THANKS!