What are the main digital marketing trends that are coming to Central and Eastern Europe? Why internet marketing is a chance for the financial sector, is it different to others in terms of digital opportunities?
Find out more in this presentation and Q&A with Marta Klepka, Digital Director of Publicis Groupe agencies in CEE http://emea.blog.performics.com/2014/07/03/digital-trends-insights-cee-region-qa-marta-klepka/
While consumers entirely change media, content, search consumption habits, our industry is slowly evolving
Armenia 0,45% Azerbeaijan 4,7% Belarus 14,3% Bosnia 0,6% Bulgaria 3,7% Croatia 6,6% Czech Republic 27% Estonia 17,3% Georgia 3% Hungary 21% Kazakstan 0,2?% Latvia 15,3% Lithuania 11,3% Moldova 7% Poland 20,3% Romania 11,1% Russia 22,5% Serbia 9,2% Slovakia 11,5% Slovenia 7% Ukraine 7,3% Uzbekistan 2,6%
Vs 16,5% in Italy Netherlands 32,6% Germany 22% Portugal 10% Spain 21% UK 41,2% vs 26,5% in TV! US 21,7% vs TV 38,5%
Fortunately some industries like finance, telecoms or automotive are leading the change
When the digital started we copied solutions for trading from other media, but the problem is that the market is too fragmented and technology based to make this approach efficient. Too much time on supply and demand side is spend on admin work, we need to shift it into value add, strategy, planning and optimisation. There are plenty of publishers and agencies throughout Europe already doing it. And they are winning the advertisers budgets, as many advertisers are moving to programmatic, but still many of them do not understand it, so this is agency role to educate them
Why we need automation? The environment is too complex to manage manually, we need to be efficient on the other hand there’s plenty of technologies that are on the market, so we need to be able to integrate them all and target individuals Why we need integration – we have ad networks, ad exchanges and integration on the buying side, but still the market is too fragmented. As a result often we are all after same audiences on the same sites, spamming them instead of communicating to them right message…. Current status quo is not effective, as display budget do not raise as much as they could
There are two key differences in RTB vs direct buying: In RTB we can estimate some CPMs, but this is difficult without historical data. There’s always work towards the best performance but we cannot do any guarantees for the Clients. Still the model is very transparent: we buy in real time on an auction basis so we can’t guarantee certain prices. This means that if results can be better, they will be but it could also mean the eg if we plan CPA it can turn out to be slightly higher. Nevertheless as we optimise it real-time we know that we do our best to achieve best cost efficiency. In RTB we buy target audiences based on real time performance, rather than restricting us to sites where we believe the target audience will be, so we estimate something will work but it is all about TESTING AND LEARNING. The optimisation is ongoing, we apply various strategies, for example first we run campaign on many sites to test best performing ones, then we move budgets then. We use data about the audiences and eg target performance campaign only to those who saw the branding campaign, in order to make sure they know the product. We also use a lot of remarketing, targeting audiences when they are at the consideration phase, eg if we can place pixels on the site we can optimize towards the registrations/buys.
RTB process Publisher sends inventory to a marketplace and it is forwarded on to a number of bidding partners in real-time. Partners, Agency Trading Desks and Demand Side Platforms, use computer-based algorithms alongside data and historical performance signals to determine that impression’s likelihood of driving results for the advertiser. Performance may be measured in terms of conversion rate, targeted reach or some engagement metric with the ad. The partner in turn assigns a value for that impression and sends back an offer in the form of a bid (or no bid) to the marketplace. The marketplace picks a winner out of all the bids they received and delivers the winner’s ad response for display on the publisher’s inventory. Once the impression is served, pixels fire and the impression is confirmed
How long does all of that take? Usually about 100 milliseconds.
RTB and programmatic brought back power to publishers’ hands to value every single one of their impressions, one by one. Every impression bought in real-time - who we want, when we want, only paying what each impression is worth in terms of driving results.
Programmatic exists independent of RTB. RTB just adds a real-time aspect to the valuation and pricing by bidders and the clearing by the marketplace. Whether the flow happens far in advance of when the ad slot is available or whether it happens just-in-time, programmatic buying includes the same decisioning and algorithms used by the demand side in the RTB world.
Besides working on key global AdExchanges, such as Double Click AdExchange, Apnexus or Rubicon, we have local publishers opening their inventory in CEE. Besides Russia, we work with local media in Poland and Czech Republic, we plan to run first campaigns also on other markets. In Russia Yandex was a pioneer on the market, but it sold its inventory only directly. We will be able to cooperate with them as they signed the contract with Google and Double Click
What do we do with smartphones – eg Russians: 55% email, 34% intsnat mesanging, 59% social networking, 41% streaming music, 36% watches video/mobile TV, 64% uses apps, 68% browses web
2/3rd of internet users in Poland has a smartphone (sic!) and every 4th owns a tablet.
Time is crucial – in the mobile era always on marketing is not optional. People want to interact with brands at their convenience, this is also relating to mcommerce and mbanking.
On Mobile Congress this year, MasterCard revealed its new phone location technology, which seeks to reduce fraud abroad by linking a credit card to the location of a mobile phone to make sure that where the card is being used is actually where the owner is. The company has also extended its mobile payments proposition with the launch of Masterpass in-app payments, letting users make transactions from within any mobile app. Mobile wallet technology from Kenya expands to Europe, starting from … Romania
According to Nielsen study 33% of smartphone users access mobile banking, 11% pays with NFC/mobile wallet. 31% uses mobile apps – so that’
Supported by PR campaign
People Rely on Search to move across the devices, the web, and their digital lives. Mobile continues to disproportionately outgrow desktop in its contribution to overall site traffic, but conversions and demand generation lag behind.
SEM campaigns were split between desktop, mobile and tablet devices to enable a dedicated communication strategy, best matched the character of the devise, as well as a better budget allocation. This proved to be one of the crucial part of optimization activities.
Our campaign had to be launched without the use of Branded keywords, because for the first 10 days of July, these keywords supported a different product – that was ours Client priority. This challenge was overcome. Despite the fact we managed to reduce the cost per click by 38%, more over, the conversion cost was lowered by 50%. This was reached by successful campaign optimization, that included a use of wider range of generic keywords, related to house and flat insurance. They proved to be deliver conversions.
Thanks to the effective optimization that was undertaken in the first phase of the campaign, and the gradual implementation of branded keywords in the second phase, we have noted a 58% increase in the number of conversions driven, on the 6th week of campaign activity.
One the most important functions that was implemented in the first phase included a use of specific traffic codes, enabling tracking, the best performing keywords. Hence this gave us a chance to recognize and track keywords that delivered conversions of the highest acceptance level. After phase 1 with have aggregated enough data, to manage optimize our campaign to a more effective level.
In order to extract the maximum potential of the mobile campaign, we have recommended creation and use of a dedicated phone number. This enabled launching and tracking click to call ads. The goal of this action was to encourage users to contact Aviva directly, without the need of filling in the contact form. This was a step to comfort our potential clients in getting the information they require, on the step of becoming our client.
The number of driven calls was even to number of completed forms. Click to call ads proved their effectiveness by generating a CTR that was 13,5% higher than standard ads.
To maximize the effectiveness of campaigns performance we used one tracking system to measure the effect of all online mediums. A unique order ID was given to each conversion, and sent to the client who confirmed their status (rejection, sold).
This gave a strong in-depth understanding of our campaigns performance, and the optimization route we’ve went through.
The daily budget was dynamically adjusted to extract the maximum of the search engine potential.
Digital Marketing for Finance Industry in Central and Eastern Europe
DIGITAL MARKETING FOR FINANCE INDUSTRY IN
Marta Klepka, Digital and
Central and Eastern Europe
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