Maximizing Your Media Mileage with Performance Marketing
Digital Marketing MasterclassJUNE 2016
2
Guillaume BouchardCEO, iProspect Canada
Traffic Generation
Content Marketing
Natural Search
Performance Display
Paid Social Media
Paid Search
Creative Experience
Structured Data & Feeds
DigitalPlatforms
Conversion Optimisation
Data & Analytics
Analytics & Conversion #1-2Global spend
Google Adwords
#1Global SpendFacebook Ads
Our Clients
+ 100 clients in every vertical
90+ experts in Toronto & Montreal3500+ experts in 50 countries
Advertiser’s Challenges in the Digital Economy
1. Budget Decisions
Source: Eisenberg Holdings
Companies spend $92 bringing customers to their site, but only $1 converting them.
2. Rise of Media Costs
Due to increased levels of competition and market contraction, the cost of media, both offline and online, keeps rising.
3. Increasing pressure to prove ROI
Marketers are always negotiating to secure adequate budgets, whilst constantly being required to demonstrate clear ROI. Meanwhile, procurement tries to drive the costs down
4. Flaws in Media Buying Processes
Plan Buy Post-Analysis + Insights
Plan Buy
Real-time Optimization
Media Buying in the Traditional Economy
Media Buying in the Digital Economy
Post- Analysis + Insights
What to do?
Media Optimisation Needs Will Vary
Non-linear needs in resources according to:
● Campaign Type● Selected Media Channels● Campaign Reach/Targeting● Advertiser’s digital ecosystem
Finding the Right Balance to Maximise Performance
Quantity + Quality of Expertise
Media Budget Ratio
Earn it, don’t (over) pay for it!
Paid Search vs Organic Search
● Search is a balancing act● Don’t rely too much on one or the other
Laser-Focus Targeting & Remarketing
Get as relevant as you can, as if it was a 1 on 1 relationship.
Beautiful Basics
Don’t go for big shiny objects before you master the best practices of a marketing channel.
Conversion Optimisation
● Experiment to improve constantly.
● Use the power of digital to test traditional media
People
● Not all marketing channels are created equal. They require different amount of work.
● Work with your agency to find the optimal point between workforce and media.
Case 1: Under performing
Net Media Spend
Net Workforce Costs
Performance
5%
95%
Case 2: Optimal performance
Performance
17%
83%
Net Media Spend
Net Workforce Costs
Find the right balance between Organic and Paid search
Nurture a testing culture and apply your learnings to all your marketing channels
Master a channel before venturing on the next big thing
In short...
Hit the sweet spot between the right amount of people and media for each channel/initiative. Not all media are created equal.
For more details:
Join us at the roundtables!