Wolfgangers, Anna and Beth, joined some of Ireland's leading digital influencers at a two-day digital marketing conference in Cork. Here are the slides from their talk on How to Digital Marking Can Pay For Itself

2. Hello
@WolfgangDigital

7. *IAB

9. Monthly Active Users

10. Not All Social Media Channels are born equal
There’s Facebook & There’s Everyone Else

11. Social continues to eat display

12. Social continues to eat display

13. The Ad Formats Have Evolved…

14. The Ads Have Evolved….

15. The Ads Have Evolved….

16. …but the KPI hasn’t.

17. *Zenith

21. More than 50% of
Revenue Generated
From the 3rd Click +

22. More Touch Points = More Conversions
X 2.5
*McKinsey

23. More Touch Points = More Valuable
X 10%
*HRBR

24. Case Study 1: Channel Integration

26. 1. Full Funnel Strategy
2. Audience Segmentation
3. Integration

27. The user journey has many touch
points

28. x5 times

31. Awareness & Interest

32. Consideration

33. Action
Facebook
Dynamic Product Ads
Google
Shopping Ads
Google
Dominating the SERP
through PPC & SEO

34. Consumer Trust

35. Advocacy

38. Audience
Integration

39. Find your Unexpected Audiences

41. CTR increased by 52%
CPC declined by 38%

42. Sharing Facebook Audiences With Adwords

43. Case Study 2:
Tracking Offline Events
How To Measure In-store Purchases

45. What are Offline
events?
 Track the full user journey, from
viewing a Facebook ad to making a
purchase In-Store.
 Match transaction data from your
customer database or point-of-sale
system to ads reporting

46. Tracking online sales with Facebook
Pixel and Google Analytics
Challenge: Facebook users generally
prefer to go in-store.
 E-receipts to capture data in-store
 Upload e-receipt emails to
Facebook
 51% match rate
 Use Offline events reporting to
report on offline (in-store sales)
from March Video Campaign

47. For Every 1 Online Sale…
…Facebook Generated an Additional 4 In-Store Sales!

48. Case Study 3:
Online Is Killing Offline
Stop wasting budget on traditional channels

49. Online vs. Offline
Multi-channel campaign:
 Radio
 Press
 Direct Mail
 Telemarketing
 Online (Social & AdWords)
Offline is very expensive!
 Full page in the Irish Times: €36,000
 Radio One: €9,000 for 5 weeks

50.  Facebook & AdWords delivered
73% of overall results from 15%
of the campaign budget
 Transparent reporting: tracking
everything in Google Analytics
and Facebook Pixel

51. Key
Takeaways

52. Key Takeaways
1. Be bold, select a conversion-based KPI
2. Plan your campaign using a full-funnel approach
3. Video is your BFF for audience building on Facebook & YouTube
4. Integrate activity across channels, share audiences and data
5. Hack the Ad System using Advocacy
6. Move budget from traditional channels to online
@WolfgangDigital

53. Thank you!
@WolfgangDigital

54. Any
Questions?
@WolfgangDigital
beth@wolfgangdigital.com
anna@wolfgangdigital.com