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, 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
  • Whats Hot in Digital Marketing?

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

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