Future of Digital Marketing - Google Summit

The Future of
Internet Marketing
3Q & Google Client Summit
September 17, 2014
September 17, 20143Q Digital

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

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

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

Your IT Department Hates You
Chicago Sun Times has 54 pixels
on their homepage!!!

More Tags, More (different) Answers
Source: https://support.google.com/analytics/answer/2679221?hl=en

Combining Data Gets Complex
Source: http://www.slideshare.net/fullscreen/tkawaja/lumas-state-of-the-state-at-dms13/1

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)

Definitions – 1st, 2nd, 3rd Party Data
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

The Most Likely Types of 1st Party Data You Have
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

You Are Already Using 1st Party Data!
Retargeting is no longer just “basic” – Data can be sliced to target
specific segments

FBX: Retargeting on Facebook
Basic retargeting on Facebook (in Newsfeed or right rail)

Google Display Network Lookalike Targeting
Use your retargeting segments to reach similar people on GDN

Increase Bid by 40%,
Offer 10% Coupon
Keep Bid the Same,
Show Ad with Strong
Purchase Message
Retargeting Lists for Search Ads (RLSA)
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)

Facebook Custom Audiences (and Lookalikes)
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/

Facebook 1st Party Data
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.

Twitter Tailored Audiences (sound familiar?)
Basically it’s just Facebook
Custom Audiences, but on Twitter
. . .
1st Party Data Sources:
• Email addresses
• Twitter IDs (username or user IDs)

CRM-Driven Display Retargeting
Use email addresses or postal addresses to target users on
programmatic display

5 Great Use Cases for 1st Party Data
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

The Long Tail
10,000 books
200,000 books
1,800,000 books

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!)

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

Online Marketing Diversity is Accelerating
Source: http://techcrunch.com/2014/07/23/facebook-q2-2014-earnings/

The Wide Tail of Devices
• Desktops
• Mobile Devices
• Tablets
• Wearables
• Internet-enabled TV
• Connected Cars
• Internet of Things
(Nest, Dropcam)

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

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!

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

TV: Not Dead Yet
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/

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

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

Source: http://blog.minethatdata.com/2012_04_01_archive.html
OnDeck Uses Direct Mail to Drive Loan Applications (and it’s trackable)
B2B!

Using AdWords to Drive In-Store Visits

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/

Offline – Not Dead Yet!
Source: http://googleretail.blogspot.com/2012/10/ushering-in-first-nonline-holiday.html

The Future: Find the Customer, Not Choose the Channel or Device

We’re Building a Multi-Disciplinary Approach

Coming Soon!

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!

Thank you!
david@3QDigital.com
September 17, 20143Q Digital

Future of Digital Marketing - Google Summit

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