Whats Hot in Digital Marketing?

What’s hot in digital marketing?
July 26, 2011
@AaronGoldman
#OMSCHI

2
Heat-o-Meter
Companies
Channels
Macro Trends

3
companies
Feeling Hot, Hot, Hot!

4
Facebook

5
Facebook

6
Facebook

7
Facebook

8
Facebook

9
Facebook

10
Groupon

11
Groupon

12
Groupon

13
Groupon

14
Apple

15
Apple

16
Apple

17
Google

18
Google

19
Google

20
Google

21
LinkedIn

22
LinkedIn

23
Twitter

24
Twitter

25
Microsoft

26
Microsoft

27
Microsoft

28
Yahoo

29
Yahoo

30
Yahoo
Source: SEMPO State of Search 2011

31
channels
The Heat is On!

32
Social

33
Social

34
Social

35
Social

36
Social

37
Mobile

38
Mobile

39
Mobile

40
Mobile

41
Mobile

42
Local

43
Local

44
Local

45
Local

46
Local

47
Video

48
Video

49
Search

50
Search

51
Search

52
Display

53
Display

54
Display

55
Display

56
Macro trends
If You Can’t Stand the Heat, Get Out of the Kitchen!

57
Automation

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

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
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Out of Date Errors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
Tracking parameter causes broken link
404 Page Not Found
Extraneous Load Times
Product not found
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
Tracking parameter causes broken link
404 Page Not Found
Extraneous Load Times
Product not found
Promotion ended
Proof Point

62
Integration

63
Connect the Dots Offline
Call Conversion Optimization
Promotion Conversion Optimization

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

65
Attribution

(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

(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

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

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

STAY Cool!
Aaron.Goldman@Kenshoo.com
@AaronGoldman
#OMSCHI

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Whats Hot in Digital Marketing?

by Aaron Goldman on Jul 26, 2011

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Whats Hot in Digital Marketing? — Presentation Transcript