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Future of Digital Marketing - Google Summit

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Future of Digital Marketing - Google Summit

  1. 1. The Future of Internet Marketing 3Q & Google Client Summit September 17, 2014 September 17, 20143Q Digital
  2. 2. The Future of Marketing . . . Revealed November 28, 20163Q Digital Today Find the right CHANNELS to reach the right AUDIENCE Tomorrow Use DATA to create PERSONALIZED experiences regardless of DEVICE or CHANNEL
  3. 3. November 28, 2016 Agenda Five Trends to Watch 1. More Data, More Problems 2. The Rise of 1st Party Data 3. More Channels, More Devices 4. Online and Offline are Blurring 5. No Devices, No Channels 3Q Digital
  4. 4. November 28, 20163Q Digital Tags! Tags! Tags! Source: http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/ • Analytics • Channel Tags (AdWords, etc.) • Campaign Management • Business Intelligence • Attribution • Tag Management • SDKs • DMP
  5. 5. November 28, 20163Q Digital Your IT Department Hates You Chicago Sun Times has 54 pixels on their homepage!!!
  6. 6. November 28, 20163Q Digital More Tags, More (different) Answers Source: https://support.google.com/analytics/answer/2679221?hl=en
  7. 7. November 28, 20163Q Digital Combining Data Gets Complex Source: http://www.slideshare.net/fullscreen/tkawaja/lumas-state-of-the-state-at-dms13/1
  8. 8. November 28, 20163Q Digital Table Stakes: How Do You Deal with Your Data? • How do I choose the right data sources? • What data should I trust? • Who owns data analysis (Marketing? IT? Product?) • How do I find the time to review the data? • How do I make the data actionable? • How do I get IT to implement all of this? Ask us – We can help! (You still have to convince your IT team to implement)
  9. 9. November 28, 2016 Agenda Five Trends to Watch 1. More Data, More Problems 2. The Rise of 1st Party Data 3. More Channels, More Devices 4. Online and Offline are Blurring 5. No Devices, No Channels 3Q Digital
  10. 10. Definitions – 1st, 2nd, 3rd Party Data November 28, 20163Q Digital Data that you own/have collected about a user Examples: CRM, email subscribers, customer database 1st Party Data Data that a partner provides to you Examples: AdWords click, cost, conversion data 2nd Party Data Data you get from an outside vendor that you layer on top of your accounts Examples: weather API, behavioral targeting 3rd Party Data
  11. 11. The Most Likely Types of 1st Party Data You Have November 28, 20163Q Digital Sort your data by RFM (Recency, Frequency, Monetary). Target accordingly CRM Which list(s) they subscribe to, the type of email address they use, freshness Email Lists Which pages they visited, what they put in their cart (pixel data) Visitors to Your Site
  12. 12. You Are Already Using 1st Party Data! November 28, 20163Q Digital Retargeting is no longer just “basic” – Data can be sliced to target specific segments
  13. 13. FBX: Retargeting on Facebook November 28, 20163Q Digital Basic retargeting on Facebook (in Newsfeed or right rail)
  14. 14. Google Display Network Lookalike Targeting November 28, 20163Q Digital Use your retargeting segments to reach similar people on GDN
  15. 15. Increase Bid by 40%, Offer 10% Coupon Keep Bid the Same, Show Ad with Strong Purchase Message Retargeting Lists for Search Ads (RLSA) November 28, 20163Q Digital Adjust your SEM bids, ad text & messaging based on consumer behavior on your site! User comes to site Makes Purchase Signs Up for Free Trial Abandons in Checkout Exclude this User from All Ads (Saves You Money)
  16. 16. Facebook Custom Audiences (and Lookalikes) November 28, 20163Q Digital Email addresses, phone numbers, Facebook User IDs, App User IDs, IDFAs, information captured by a Facebook pixel or SDK Custom audiences can be used to exclude users as well! You can also create Lookalike audiences from your custom audiences! Facebook accepts 1st party data from advertisers that they will match against Facebook records, including: USERS Source: https://www.facebook.com/help/459892990722543/
  17. 17. Facebook 1st Party Data November 28, 20163Q Digital Most volume increases occur via segments within the Lookalike audience tier, but performance remains strong with the ongoing upper- tier audience exclusions. More importantly, as the Customer audience grows and diversifies, Lookalike audiences automatically grow as well in scale and quality.
  18. 18. Twitter Tailored Audiences (sound familiar?) November 28, 20163Q Digital Basically it’s just Facebook Custom Audiences, but on Twitter . . . 1st Party Data Sources: • Email addresses • Twitter IDs (username or user IDs)
  19. 19. CRM-Driven Display Retargeting November 28, 20163Q Digital Use email addresses or postal addresses to target users on programmatic display
  20. 20. 5 Great Use Cases for 1st Party Data November 28, 20163Q Digital 1. Exclude converted customers from your marketing 2. Create truly personalized landing pages 3. Upsell/cross-sell new products/services to existing customers 4. Find new customers based on your existing customer profile 5. Use RFM data to allocate budget, bids, and creative
  21. 21. November 28, 2016 Agenda Five Trends to Watch 1. More Data, More Problems 2. The Rise of 1st Party Data 3. More Channels, More Devices 4. Online and Offline are Blurring 5. No Devices, No Channels 3Q Digital
  22. 22. November 28, 20163Q Digital The Long Tail 10,000 books 200,000 books 1,800,000 books
  23. 23. November 28, 20163Q Digital The SEM Long Tail is Dying • Enhanced Campaigns (bye, devices!) • Physical location and location intent (bye, geo-modifiers!) • Close-variant default matching (bye, exact match!) • Product listing ads (bye, keywords!)
  24. 24. November 28, 20163Q Digital The Wide Tail of Channels • Google AdWords • Google Display Network • Google Ad Exchange • Google Shopping (PLAs) • YouTube • Yahoo/Bing • Facebook • Facebook Custom Audiences • LinkedIn • Twitter • Twitter Tailored Audiences • Pinterest • Instagram • Tumblr • Reddit • Native Advertising • Premium Display • Mobile Networks • In-App Networks • SEO • Affiliate • Email • CSEs • Marketplaces (eBay and Amazon) • Retargeting • Dynamic Retargeting • LiveRamp • Lead Generation • Podcasts & Internet Radio
  25. 25. November 28, 20163Q Digital Online Marketing Diversity is Accelerating Source: http://techcrunch.com/2014/07/23/facebook-q2-2014-earnings/
  26. 26. November 28, 20163Q Digital The Wide Tail of Devices • Desktops • Mobile Devices • Tablets • Wearables • Internet-enabled TV • Connected Cars • Internet of Things (Nest, Dropcam)
  27. 27. November 28, 20163Q Digital Consumer Behavior is Now Wide Tail “shoes” “Leather shoes from Italy” “Prada 3 inch pumps made in Italy” Pinterest Collection of “Cute Shoes for 2012” YouTube Video “Best Prada Shoes” “Prada 3 inch pumps made in Italy” Long Tail Buying Process Wide Tail Buying Process
  28. 28. November 28, 20163Q Digital Life in a Wide Tail World • If you “just” do SEM, you will likely miss a lot of customers • If you “just do desktop . . . • If you silo your channels, you won’t understand the customer journey • You can’t do it all yourself!
  29. 29. November 28, 2016 Agenda Five Trends to Watch 1. More Data, More Problems 2. The Rise of 1st Party Data 3. More Channels, More Devices 4. Online and Offline are Blurring 5. No Devices, No Channels 3Q Digital
  30. 30. November 28, 20163Q Digital Myth-busting Offline Offline advertising is dying/dead Offline advertising is for branding not ROI Offline advertising costs too much for start-ups It’s impossible to measure the interaction of offline and online advertising Offline advertising is only for B2C companies
  31. 31. TV: Not Dead Yet November 28, 20163Q Digital Sources: http://www.marketingcharts.com/television/data-dive-us-tv-ad-spend-and-influence-22524/attachment/pwc-us-ad-media-market-sizes-2012-v-2017-jul2013/
  32. 32. November 28, 20163Q Digital Source: http://www.convertro.com/wp-content/uploads/2014/03/TV-graph.png; http://adage.com/article/datadriven-marketing/youtube-darling-dollar-shave-club-buying-tv-ads/242783/ TV Ads: ROI-Positive & Trackable
  33. 33. November 28, 20163Q Digital Source: http://pando.com/2013/08/29/why-e-commerce-hotshot-warby-parker-needs-old-school-retail-stores/ Warby Parker Drives ROI via Offline Stores “We’re also bringing in new customers, and the majority of new customers coming through the retail channel are making their second purchase online” – Neil Blumenthal
  34. 34. November 28, 20163Q Digital Source: http://blog.minethatdata.com/2012_04_01_archive.html OnDeck Uses Direct Mail to Drive Loan Applications (and it’s trackable) B2B!
  35. 35. November 28, 20163Q Digital Using AdWords to Drive In-Store Visits
  36. 36. November 28, 20163Q Digital Tracking In-Store Visits From Digital Sources: http://searchenginewatch.com/article/2340074/Google-Testing-In-Store-Conversions-Tied-to-AdWords-Ads ; http://www.placed.com/attribution ; http://www.convertro.com/why-convertro/linking-online-and-offline-marketing/in-store-tracking/
  37. 37. November 28, 20163Q Digital Offline – Not Dead Yet! Source: http://googleretail.blogspot.com/2012/10/ushering-in-first-nonline-holiday.html
  38. 38. November 28, 2016 Agenda Five Trends to Watch 1. More Data, More Problems 2. The Rise of 1st Party Data 3. More Channels, More Devices 4. Online and Offline are Blurring 5. No Devices, No Channels 3Q Digital
  39. 39. November 28, 20163Q Digital The Future: Find the Customer, Not Choose the Channel or Device
  40. 40. November 28, 20163Q Digital We’re Building a Multi-Disciplinary Approach
  41. 41. November 28, 20163Q Digital Coming Soon!
  42. 42. November 28, 20163Q Digital Conclusion: We’re All in the Same Boat Let’s work together to figure out how to . . . • Benefit from all the data you have • Turn your customer data into new business and recurring revenue! • Integrate your online marketing with your offline initiatives • Present the right message to the right customers wherever they are!
  43. 43. Thank you! david@3QDigital.com September 17, 20143Q Digital

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