eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing Success
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing Success

  • 2,749 views
Uploaded on

Join Geoff Ramsey (CEO, eMarketer) and Vipin Mayar (EVP, McCann Worldgroup), co-authors of the new book Digital Impact: Two Secrets to Online Marketing Success, as they outline creative approaches......

Join Geoff Ramsey (CEO, eMarketer) and Vipin Mayar (EVP, McCann Worldgroup), co-authors of the new book Digital Impact: Two Secrets to Online Marketing Success, as they outline creative approaches for engaging with consumers and share proven techniques for measurement that work for every digital channel. Following the presentation, Geoff & Vipin will take your questions in a relaxed Q & A format.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Online marketing is very popular. It has also required. We also do search engine. First level to bring people to the site. It is very useful web design firms los angeles. For more information visit this site.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
2,749
On Slideshare
2,721
From Embeds
28
Number of Embeds
1

Actions

Shares
Downloads
165
Comments
1
Likes
3

Embeds 28

https://twitter.com 28

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • The web is unique in its ability to brand AND act as a direct response vehicle that can even lead to direct sales. On the web, every computer terminal is a potential point of purchase. The question is: what are your objectives?
  • When people open an app like Stanley level, they give it their full attention, and often tell others about it.
  • For additional direction on this slide contact Vipin As part of your pre-work, there are four slides that you need to populate.   This should not take more than half hour   Campaign KPIs pyramid (Slide 16):
Map your critical campaign (slide 2) into the WG metrics pyramid.  You will notice that the pyramid is divided into three sections (refer to the illustrative pyramid in slide 1) – 1) Business metrics 11) Marketing metrics and 111) Tactical metrics.  The definitions of the each of the categories are provided in the illustrative slide.  Goal is to have you populate each of these areas of the pyramid with your top KPIs.  The discussion we will have will be around understanding the metrics that are most important to the client – how much of the focus is driving tactical outcomes versus tru business results.  And what is a best practices example of balanced metrics across the three areas
 Performance Upside (Slide 17) : 
 Review the data finance has provided on your past year KPIs and upside achieved.  Please enter the data for next year and the top 3 or 4 tactics to achieve the upside goal.  For example, last year you may have achieved 5% upside of the maximum 20%  in the performance contract.  In 2011, with all the support from WG resources, you may estimate achieving  a 10% upside.  For that, your tactics may require you to a) better set of campaign ideas through the new WG process 
 Calibration (Slide 18) Please provide a calibration of the different elements of the WG offering for both a) currently and b) next year.  If you have already submitted, please review your submission.  Even if WG does not provide the service, please do provide your view on it
 Initiatives : (Slide 19) List any of the critical performance initiatives for next year.  If you are not sure , leave it blank and we will discuss it during the performance day
  • For GW, GW’s political blog is a place he can express his opinions and start, engage in related lively political dialogue with his readers and hopefully influence the political views and actions of his audience. GW has Google Ads on the site but he has them there for credibility—so it doesn’t seem like some rich kid’s blog—and beer money.
  • Only 8% of Internet users account for 85% of all clicks (comScore)
  • For additional direction on this slide contact Vipin As part of your pre-work, there are four slides that you need to populate.   This should not take more than half hour   Campaign KPIs pyramid (Slide 16):
Map your critical campaign (slide 2) into the WG metrics pyramid.  You will notice that the pyramid is divided into three sections (refer to the illustrative pyramid in slide 1) – 1) Business metrics 11) Marketing metrics and 111) Tactical metrics.  The definitions of the each of the categories are provided in the illustrative slide.  Goal is to have you populate each of these areas of the pyramid with your top KPIs.  The discussion we will have will be around understanding the metrics that are most important to the client – how much of the focus is driving tactical outcomes versus tru business results.  And what is a best practices example of balanced metrics across the three areas
 Performance Upside (Slide 17) : 
 Review the data finance has provided on your past year KPIs and upside achieved.  Please enter the data for next year and the top 3 or 4 tactics to achieve the upside goal.  For example, last year you may have achieved 5% upside of the maximum 20%  in the performance contract.  In 2011, with all the support from WG resources, you may estimate achieving  a 10% upside.  For that, your tactics may require you to a) better set of campaign ideas through the new WG process 
 Calibration (Slide 18) Please provide a calibration of the different elements of the WG offering for both a) currently and b) next year.  If you have already submitted, please review your submission.  Even if WG does not provide the service, please do provide your view on it
 Initiatives : (Slide 19) List any of the critical performance initiatives for next year.  If you are not sure , leave it blank and we will discuss it during the performance day

Transcript

  • 1. June 23, 2011 New York City eMARKETER Breakfast Geoffrey Ramsey Vipin Mayar
  • 2. Can you identify with these two problems?
    • Lack of adequate metrics and measurement systems to drive marketing performance
    • Frustration with how to effectively engage online consumers, who have short attention spans, face abundant choices and are increasingly resistant to advertising messages
  • 3. edge of cliff here
    • Accountability mandate driving need for more efficient media
    • Fragmentation = niche audiences
    • Shift to “owned” and “earned” media
  • 4. $1 Trillion Total US Marketing (VSS, Myers, PwC, etc) $368 Billion Advertising & Marketing (Outsell) $157 Billion Traditional & Digital Advertising (eMarketer) $31 B Digital (eMarketer)
    • Internet as “Hub”
    • Consumer time & engagement
    • Huge purchase influence
    • Media measurement “hook”
    • = 20% of total media in 2011
  • 5.  
  • 6. 65%
  • 7. Can you identify with these two fundamental problems?:
    • Lack of adequate metrics and measurement systems to drive marketing performance
    • Frustration with how to effectively engage online consumers, who have short attention spans, face abundant choices and are increasingly resistant to advertising messages
    Secret #1 is all about the need for Performance Measurement…
  • 8. Marketers view of performance measurement
  • 9.  
  • 10. The most commonly used metrics – CTR/time spent cannot be used by themsleves The industry has not come up with a common definition of engagement that is aligned with brand business results and ROI. Performance measurement online : know the right metrics framework
  • 11.  
  • 12. Secret #2 gets at the problem of engagement with digital consumers
  • 13. 4.4% 43% of consumers say they ignore or disregard banner ads more than any other type of ad. Source: AdweekMedia/Harris Poll, October, 2010
  • 14. The classic interruption/disruption model of advertising is waning… We interrupt this program to sell you stuff We interrupt this programming to sell you stuff! “ We need to create experiences , not just sponsor content.” -- Frank Cooper, CMO, Pepsi “ Advertising is no longer about blasting the most messages to the most people. Instead, it’s about this: Ideas that spread, win.” --Seth Godin “ Marketers are focusing on creating Magnetic Content – so entertaining, relevant, informative or useful – it demands the consumer’s time and attention.”
  • 15.  
  • 16. The Magnetic Content approach turns targeting on its head.
  • 17.  
  • 18. 20% off Mens ’ Jeans 2-for-1 Sale!
  • 19. What about B2B? Does content as marketing work in the B2B world?
  • 20. Five Criteria for Magnetic Content
    • Is the content Unique ?
    • Is it Useful ?
    • Is it Well Executed ?
    • Is it Fun ?
    • Does it make good use of the channel in which it appears?
    “ What can I do for you, the consumer, that is unique and valuable, i.e., truly worth your time and attention?”
  • 21. Is it Unique?
  • 22. Is it Useful?
  • 23. Is it Fun? Home sales of blenders up 700% since the video series began!
  • 24. Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate How do we optimize traffic? Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Does the media drive high quality traffic? Time on Page Page CTR Circular Paths Exit Rate How do we improve our creative? Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comments Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Do we have the right site content? Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Is site navigation working as intended? Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Evaluating display ads Time on Page Page CTR Circular Paths Exit Rate Too many metrics… big challenge is deciding the right metric
  • 25. Start with the measurement framework Perceptual & Behavioral Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE
  • 26. Key campaign metrics - example Financial/business metrics used to quantify business performance Low level measures related to performance of individual channels Customer/brand activity metrics at the program, segment, and product level ROI Exposure Metrics Strategic Metrics Financial Metrics
  • 27.
      • Qualified Reach
      • CTR
      • Brand perception Lift
      • Engagement Score
      • End Action Rate
      • Efficiency Metrics (Cost/X)
      • ROI
    We recommend 7 metrics to master
  • 28. Engagement Score: new framework/metric View Interact Respond Share Create Advocate
    • Ad exposure
    • Web Site Exposure
    • Videos
    • Demos
    • Webcasts
    • Info Request
    • Post comment
    • Coupons
    • Send to a friend
    • Review comment
    • Post on blog
    • Upload images, videos
    • Word of Mouth
    • Recommendation
    ACTIVITIES METRICS TAXONOMY
    • Impressions
    • Clicks
    • Page Views
    • Initiations
    • Completions
    • Time
    • Open Rate
    • Response Rate
    • Redemption Rate
    • Viral Transfer Rate
    • Response Rate
    • Online buzz
    • Sentiment
    • Discussion Volume
    • Reco. Rate
    Transact Purchase
  • 29. Engagement Score aligned to the objectives of the content Widgets, Download apps Profiles, Upload pictures Send to friend, Social media Signup, Email, Coupon, WTB Rate, Vote, Add comments Play videos, Demos Content, Pictures HIGHER VALUE LOWER VALUE Engagement Value Continuum Extend ILLUSTRATIVE ENGAGEMENT
  • 30. Illustrative points for engagement Engagement Index Methodology 1 Point 1 Point 1 Point 1 Point 1 Point 2 Points 1 Point 2 Points 3 Points 3 Points 2 Points 3 Points 1 Point 2 Points 2 Points 1 Point 1 Point 2 Points
  • 31. Qualified Engagement and Visit Threshold Qualified Visitors Allows you to determine engagement thresholds Gain in Engagement Below Threshold Do Not Drive Behavior Use Engagement Score and Qualified Visits in your digital measurement
  • 32. Applying Magnetic Content and Performance Measurement to the Six Digital Channels Social Display
  • 33. Digital Channel#1 Social Media: Connections that Count What % of Internet users go to social sites?
  • 34. % of US Internet users who participate in social networks (2010) Source: eMarketer, 2011; *with some level of frequency
  • 35. 20% NOT using social?!?
  • 36. Social media spending will continue to skyrocket in 2011 10% of total US online ad spend 33% of display impressions* 17% of display ad dollars** *comScore, 2011 **eMarketer, 2011 It ’ s less about buying social media, and more about how you can earn and own it! It ’ s all a matter of TRUST Consumers trust each other more than they do marketers
  • 37. Four best practices for Magnetizing customers through social media
    • Leverage the secret ingredient: Trust
    • Listening leads to learning
    • Add Value to the conversation (ala Magnetic Content!)
    • Focus on your Core Enthusiasts
    68% of Facebook users are more likely to buy a product or visit a retailer based on a positive FB friend referral --Morpace, 2010
  • 38. How can you leverage trust through social media?
    • Let your fans come to your rescue
    • Allow for customer ratings & reviews
    Transparency Trust = “ terrible service!” “ negligent!” “ #%@!!!”
  • 39.
    • Learn how consumers talk about your brand, product or service category
      • Notice what words and language they use
      • Learn about their interests and intentions
    • Discover real or perceived problems with your product or customer service
    Listening leads to Learning
  • 40. “ By listening carefully, we harness social media as an early alert system.. so we can react quicker to issues.” --Richard Brinhammer, Dell
  • 41.  
  • 42.  
  • 43. New strategy… ESCALATE
  • 44. Adobe, I hope you’re listening, because I’ve got a problem…
  • 45. Add value to the conversation…
  • 46. Censored Unique Useful Well executed Fun Great use of channel
  • 47. Focus on Your Brand Enthusiasts: Prospects Customers CORE Find them via Social Media Nurture them carefully Empower them to share
    • Consumers Who “Like” or Follow a Brand:
    • Are more likely to buy 1, 3, 4 …………………. 51%
    • Tend to spend more money 2 ……………….. $71
    • Are more likely to recommend 1, 3, 4 ……..…. 60%
    • Are more likely to be loyal to the brand 3 …. 34%
    • Sources: 1) Chadwick Martin Bailey, Mar, 2010; 2) Syncapse, 2010;
    • 3) ROI Research, June, 2011; 4) DDB Worldwide and OpionWay Research, Oct, 2010
  • 48. % of marketers saying their ability to measure ROI for media channel is “good” Social media 19% Paid search 54% N = 567 global marketers,2010 E-mail marketing (acq) 53% Online display 37% TV 21% Newsp/Mags 20%
    • Less than 1/4 of US marketers are measuring the direct ROI of their social media efforts
    • MENG................................. 12%
    • White Horse……................. 13%
    • Econsultancy........................ 19%
    • Alterian…………………….... 21%
    • Harvard Business Review… 24%
  • 49. Marketers also believe Social Media is a key driver of brand awareness and affinity, but not so much sales
  • 50. Applying our framework to social media Perceptual & Behavioral Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE A “like” is not the end game
  • 51.
    • KPI metrics
    • Unique Visitors
    • Clicks
    • Engagement: QV T M
    • Reported intended behavior
      • Purchase
    Firm placing Content on site Illustration Political Blog Vote Comment Posting Linking ROI Perception Shift
  • 52. Once you have the right set of metrics, can you get to ROI? Access to a purchase is required Visibility into Purchase through either Self stated Matching to transaction database Capturing online purchase
  • 53. The typical method of getting to ROI Build Control Group Calculate ROI Determine Lift Survey Visitors
    • Identify similar consumers who have not visited site using panel
    • Administer the same survey to panelists
    • Capture all costs of digital marketing beyond media
    • Re-contact both test and control X days later to capture lift based on self-reported transactions or get actual transactions
    • Track on-site behavior
    • Conduct post-visit survey to capture perceptions and demographics
    1 2 3 4
  • 54. ROI approach illustrated with an example Consumers Incremental Sales Lift Incremental Revenue Cost ROI Value $1,480,449 5.4 to 1 77,753 $9,457,414 500,000 Profit $8,019,414 Primary goal Acquire new prescriptions Incremental sales from test Sales data obtained from panel Approach Used panels for, incremental prescriptions from site visitors Prescriptions X price Price X margin Loaded costs Profit/costs Unique visitors from site tool
  • 55. Digital Channel #2 Display: The Branding that Creates the Intent
  • 56.
    • Influx of SMB display buyers due to self-serve buying platforms
    • Improvements in display targeting, buying efficiencies and measurement and metrics
    • Social networks creating new display ad opportunities
    • Hockey stick growth in video
  • 57. Awareness Interest Attitudes Perceptions Pre-purchase info gathering Transaction Display ads create the demand, while search ads capture that demand… 88% of Internet users shop and research online prior to buying --eMarketer, 2011 Not just search engines Opportunity to influence prospects even before they do any research!
  • 58. Online display ads can drive consumer activity – but you need to measure it! Do a Search Visit Website Purchase Over time Online display ads drive 44% of ultimate online transactions, whereas paid search drives only 27% --C3 Metrics Labs, Jun, 2011
  • 59. Six Best Practices for Magnetizing Customers through Display Ads
    • Creative counts
    • Super-size your ads
    • Pay attention to context
    • Use the latest targeting tools
    • Integrate display with search, social, mobile
    • Use display ads to drive consumers to your Magnetic Content
  • 60. Creative execution counts
  • 61. Use display ads (“paid media”) to drive consumers to your Magnetic Content
  • 62. Display landscape becoming increasing complex Integration of many data sources + real time placement + Complex analytics for testing & optimization Premium Publishers The ostrich effect Demographic Psychographic Geographic Behavioral Client
  • 63. Key campaign metrics - example Financial/business metrics used to quantify business performance Low level measures related to performance of individual channels Customer/brand activity metrics at the program, segment, and product level ROI Sales Volume Exposure Metrics Strategic Metrics Financial Metrics
  • 64. Five steps to total performance measurement for display ads Map Drivers Optimize Establish Objectives
    • Create a campaign hierarchy that captures all drivers of performance
    • Optimize at site/placement/creative level
    • Create a single metric to drive optimization
    ROI/Attribution
    • Drive to true ROI using modeling/attribution analytics
    1 2 4 5 Implement Tracking
    • Implement ad server and site tracking protocols
    3
  • 65. 1. Select the right objective Leads Engaged Visits
      • Impressions have an impact … but this is the broadcast model, overlooks interactivity unique to digital
      • Only for “qualified” in-banner interactions associated with meaningful content engagement
      • Not a meaningful engagement metric, bounce rates of 50%-90%
      • Engagement score + On-site end-actions signal meaningful engagement – 3+ pages, videos, pdf
      • Information exchange signals a level of consideration and brand commitment
    Clicks / Visits Interactions Impressions
  • 66. 2. The campaign hierarchy must capture all drivers of performance Pricing Targeting Property Placement Creative Concept Creative Technology Creative Concept Version Offer / CTA CPM Contextual Yahoo News Concept 1 Flash Concept 1A Coupon CPC Geo/demographic CNN Sports Concept 2 Video Concept 1B Widget CPA Retargeting Facebook Fashion Concept 3 Rich Media Concept 1C Sweepstake
  • 67. 5. Use modeling to determining attribution and true ROI Total Input Contributions Search contributed 17% of the explained variation in Display ads
  • 68. Closing remarks
    • Select the right metrics across three categories of the metrics pyramid
    • Use the five step process for performance measurement
  • 69. Believe in the Magic of Engaging and Measuring “ Thank You” VIPIN [email_address] TWITTER: @vipinmayar GEOFF [email_address] TWITTER: @geofframsey