Whats Hot in Digital Marketing?

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Presentation by Aaron Goldman, Kenshoo CMO, at OMS Chicago. July 26, 2011. Covers all the hot companies, channels, and trends in online advertising including Facebook, Groupon, Apple, Google, …

Presentation by Aaron Goldman, Kenshoo CMO, at OMS Chicago. July 26, 2011. Covers all the hot companies, channels, and trends in online advertising including Facebook, Groupon, Apple, Google, Microsoft, and Yahoo.

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  • Pull yourself out of the weeds…
  • When driving people to your site, keep in mind all the touchpoints along the way
  • When driving people to your site, keep in mind all the touchpoints along the way

Transcript

  • 1. What’s hot in digital marketing?
    July 26, 2011
    @AaronGoldman
    #OMSCHI
  • 2. 2
    Heat-o-Meter
    Companies
    Channels
    Macro Trends
  • 3. 3
    companies
    Feeling Hot, Hot, Hot!
  • 4. 4
    Facebook
  • 5. 5
    Facebook
  • 6. 6
    Facebook
  • 7. 7
    Facebook
  • 8. 8
    Facebook
  • 9. 9
    Facebook
  • 10. 10
    Groupon
  • 11. 11
    Groupon
  • 12. 12
    Groupon
  • 13. 13
    Groupon
  • 14. 14
    Apple
  • 15. 15
    Apple
  • 16. 16
    Apple
  • 17. 17
    Google
  • 18. 18
    Google
  • 19. 19
    Google
  • 20. 20
    Google
  • 21. 21
    LinkedIn
  • 22. 22
    LinkedIn
  • 23. 23
    Twitter
  • 24. 24
    Twitter
  • 25. 25
    Microsoft
  • 26. 26
    Microsoft
  • 27. 27
    Microsoft
  • 28. 28
    Yahoo
  • 29. 29
    Yahoo
  • 30. 30
    Yahoo
    Source: SEMPO State of Search 2011
  • 31. 31
    channels
    The Heat is On!
  • 32. 32
    Social
  • 33. 33
    Social
  • 34. 34
    Social
  • 35. 35
    Social
  • 36. 36
    Social
  • 37. 37
    Mobile
  • 38. 38
    Mobile
  • 39. 39
    Mobile
  • 40. 40
    Mobile
  • 41. 41
    Mobile
  • 42. 42
    Local
  • 43. 43
    Local
  • 44. 44
    Local
  • 45. 45
    Local
  • 46. 46
    Local
  • 47. 47
    Video
  • 48. 48
    Video
  • 49. 49
    Search
  • 50. 50
    Search
  • 51. 51
    Search
  • 52. 52
    Display
  • 53. 53
    Display
  • 54. 54
    Display
  • 55. 55
    Display
  • 56. 56
    Macro trends
    If You Can’t Stand the Heat, Get Out of the Kitchen!
  • 57. 57
    Automation
    Source: SEMPO State of Search 2011
  • 58. Dynamic SEM Merchandising
    King’s Soft Field Sofa
    Only 12 left at $550.00.
    Price Match Guarantee
    www.acme.com/LivingRoom/Sofa
    Promotions
    Brand
    Keyword Combos
    Price
    Inventory
    Category
    58
  • 59. Dynamic SEM Merchandising
    Top 500 internet retailer drives 200%+ increase in ROI through dynamic campaigns
    ROI increased on average from $ 2.94 to $ 6.41
     
    2.6 Million Keywords and 1.5 Million Ads Created into Highly Granular Campaigns (categories, styles, SKUs)
     
     
    King’s Soft Field Sofa
    Only 12 left at $550.00.
    Price Match Guarantee
    www.acme.com/LivingRoom/Sofa
    Promotions
    Brand
    Keyword Combos
    Price
    Inventory
    Proof Point
    Category
    59
  • 60. 60
    Real-time URL Monitoring
    Turnkey Solution for Maintaining Optimal Landing Pages
    Uses web-bot (does not scrape live ads)
    Triple error verification to reduce false positives
    Minimal website footprint (loads code only, no image rendering)
    Provides alerts that can be immediately acted on to repair campaigns
    Website Errors
    Redirection Errors
    Out of Date Errors
    • Too many redirects
    • 61. Tracking parameter causes broken link
    • 62. 404 Page Not Found
    • 63. Extraneous Load Times
    • 64. Product not found
    • 65. Promotion ended
  • 61
    URL Monitoring
    Turnkey Solution for Maintaining Optimal Landing Pages
    Uses web-bot (does not scrape live ads)
    Triple error verification to reduce false positives
    Minimal website footprint (loads code only, no image rendering)
    Provides alerts that can be immediately acted on to repair campaigns
    Random Sample of 10 Kenshoo Watchdog Users:
    3.21% of all links checked were broken
    Average value of a single broken link: $54.37
    (Based on 7 day look-back for ad spend)
     
    Website Errors
    Redirection Errors
    Out of Date Errors
    • Too many redirects
    • 66. Tracking parameter causes broken link
    • 67. 404 Page Not Found
    • 68. Extraneous Load Times
    • 69. Product not found
    • 70. Promotion ended
    Proof Point
  • 71. 62
    Integration
    Source: SEMPO State of Search 2011
  • 72. 63
    Connect the Dots Offline
    Call Conversion Optimization
    Promotion Conversion Optimization
  • 73. 64
    Connect the Dots Offline
    B2C Furniture Retailer Gets Big Lift
    Accounting for Offline Phone Conversions
    Driven by SEM
    31% of total revenue driven offline
    38% increase in Average Order Value
    130% increase in ROI
     
    Call Conversion Optimization
    Promotion Conversion Optimization
    Proof Point
  • 74. 65
    Attribution
    Source: SEMPO State of Search 2011
  • 75. (Last Click)
    Give Credit Where It’s Due
    Blue T-Shirt
    Great Prices
    T-shirt.com
    Red T-Shirt
    XL Size Available
    T-shirt.com
    Green T-Shirt
    Great Prices
    T-shirt.com
    Keyword 1
    Keyword 2
    Keyword 3
    40%
    25%
    10%
    5%
    10%
    10%
    40%
    25%
    25%
    25%
    0%
    0%
    0%
    100%
    60%
    25%
    Most advertising tracking systems report and act on only the last click prior to purchase
    66
  • 76. (Last Click)
    Give Credit Where It’s Due
    14% increase in Facebook revenue for apparel advertiser with 1st click attribution
    Proof Point
    Blue T-Shirt
    Great Prices
    T-shirt.com
    Red T-Shirt
    XL Size Available
    T-shirt.com
    Green T-Shirt
    Great Prices
    T-shirt.com
    Keyword 1
    Keyword 2
    Keyword 3
    40%
    25%
    10%
    5%
    10%
    10%
    40%
    25%
    25%
    25%
    0%
    0%
    0%
    100%
    60%
    25%
    Most advertising tracking systems report and act on only the last click prior to purchase
    67
  • 77. Search + Social = 3
    Top 100 Internet Retailer running DR search and social campaigns on Kenshoo platform, both with positive ROI
    20% of all conversion paths showed ad clicks from more than one channel (searchand social)
    Over 1/3 had brand queries in the path to conversion
    Consumers discover brand on FB and then search for it by name
    Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths Source: Kenshoo Social
  • 78. Kenshoo Case Study – Search & Social
    Top 100 Internet Retailer running DR search and social campaigns, both with positive ROI
    20% of all conversion paths showed ad clicks from more than one channel (searchand social)
    Over 1/3 had brand queries in the path to conversion
    Consumers discover brand on FB and then search for it by name
    Kenshoo.com/WebinarRegistration
     
    Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths Source: Kenshoo Social
  • 79. STAY Cool!
    Aaron.Goldman@Kenshoo.com
    @AaronGoldman
    #OMSCHI