Brazen and The E word: Re-marketing

RE-MARKETINGHOW TO ATTRACT TWICETHE CUSTOMERS AT HALFTHE PRICEPaul Fabretti – Brazen PRAl Mackin – theEword

RE-MARKETING1. What is Re-marketing2. The importance of Social Media in Re-marketing

WHAT IS RE-MARKETING?Re-marketing/re-targeting allowsyou to market only to thosepeople who have expressed aninterestin your brand or industry.

WHAT IS RE-MARKETING?97%-99%

WHAT IS RE-MARKETING? 1 2 3 The Visitors to When visitors advertiser your websites go to a third places a have cookies party websitepiece of code placed on (that carries on their their computer banners) they website see your advert

WHAT IS RE-MARKETING?

WHAT IS RE-MARKETING?“The Dark Side of Re-Marketing”

WHAT IS RE-MARKETING?“The Sensible Side of Re-Marketing”1.Control how long after someone visits your site that they see your advert. 1. Create layered campaigns by understanding the decision making process of your clients.2.New cookie law allows clients to completely stop cookie landings3.Every remarketing ad carries an “Ad Choices” link to stop re-marketing4.Wouldn’t you rather see an ad related to something you’reinterested in?

WHAT IS RE-MARKETING? “The Good Side of Re-Marketing”Understand what “re”means:reread, rewrite, relearn. Allimply “do it better”.

WHAT IS RE-MARKETING?Effort vs RewardItemAgency Management FeeCreate ad copy and imagesAdd re-targeting codeOn-going management

WHAT IS RE-MARKETING?Effort vs RewardItem Cost (Time/Money)Agency Management Fee ~15% of spendCreate ad copy and images ~1 design dayAdd re-targeting code ~20mins developmentOn-going management ~1hr/month

WHAT IS RE-MARKETING?3 rd Party   Networks like Criteo, Chango and AdRoll Lower minimum spends  Better reporting and management systems  Good performing channels to supplement other channels  Can employ behavioural re-marketing  More channels = More Management

WHAT IS RE-MARKETING?  Good reach, but not traditionally a “banner” network.  Easy to setup, requires an Adwords account.  Can combine interest and demographic targeting to retarget. only to those who are most suitable.  Cost Per Click as well as “Cost Per Mille” model.  Minimum of 100 visitors before campaign starts.  Apply frequency caps to not “overshow“ adverts.  Easy to cap budgets, minimum spend is ~£1.  Strong reporting.  No gambling advertising.

WHAT IS RE-MARKETING?  Reach is limited to MSN/Bing/Hotmail properties but number of visitors is significant.  Minimum spend of £5k p.c.m.  Poor reporting and management systems.  Our experience is this is strong, performing channel.  Can employ behavioural re-marketing

WHAT IS RE-MARKETING?  Extensions to Re-marketing Behavioural Re-marketing Re-targets users who have exhibited a behaviour that shows they are interested in your industry/products.Example: Visiting a news story relating to cars on MSNExample: Viewing a piece of content on the Xbox

WHAT IS RE-MARKETING?  Extensions to Re-marketing YouTube Video Re-marketing When a user watches a video in your channel you can re-target that person via the Adwords network. Encourages production of videos Allows you to hard-monetise the videos that you’ve produced.

THE BUSINESS CASENEW YANKEE CANDLE COMPANY – Increased their conversion rates by 600% and cuttheir cost per conversion in half.

THE BUSINESS CASENEW YANKEE CANDLE COMPANY – Increased their conversion rates by 600% and cuttheir cost per conversion in half.THEEWORD CLIENT#1 – Used Re-marketing and behavioural remarketing to add 10%additional conversions per month at a cost half of their other channels.

THE BUSINESS CASENEW YANKEE CANDLE COMPANY – Increased their conversion rates by 600% and cuttheir cost per conversion in half.THEEWORD CLIENT#1 – Used Re-marketing and behavioural remarketing to add 10%additional conversions per month at a cost half of their other channels.ADWORDS ADVERTISERS USING REMARKETING – More than doubled between 2010 and2011

Moving Forwards Set aside budget. Work with a strong agency to lead the process, manage the channels and improve the performance. Start, Report, Optimise.

SOCIAL IS THE KEYTO REMARKETING MEGA-SUCCESS …so here’s Paul to explain why!

SO WHAT ROLE DOES SOCIAL MEDIA PLAY?• Remember a few years ago when people said it was about “fishing where the fish were”?• Well now your fish have taken the bait… BUT WHY AREN’T THEY BITING?

SOCIAL MEDIA AND THE BUYING PROCESS Social media is hugely influential in the sale process 50% of UK 16-64 year olds already use social media channels to ASSIST with shopping decisionsNeed Post Research Purchase 25% of the same audience think it’sState Purchase important to use social networks to assist with buying decisions PPC ads can achieve up to 50% higher Social CTR following exposure to a brand’s In-store Networks social media channel Search Search Forums Social Networks Sources: ONS, IBM, comScore, Microsoft Advertising

PROBLEM 1: BEING SPREAD TOO THIN

PROBLEM 2: TALKING SHOP• It’s THEIR space, not YOURS• Social commerce occurs when purchases (or purchasing decisions) happen because of influence by interactions on social channels• Consumers exposed to a brand’s social media channels are 2.4 times more likely to click on that brand’s search result (IBM, 2011)• But putting shops in Facebook does NOT mean you are embracing social commerce

PROBLEM 3: NOISE Ticker: what my friends are listening to, watching or Spotify: the recent reading in real-timeplaylist of my friendLinks: text and links Ads: stuff I might be to click on interested in but which has my friend’s names in Video: a youtube video to watch

PROBLEM 4: EDGERANK• Edgerank is Facebook’s formula for calculating what content you see, from whom and how much• The lower your Edgerank, the less your page’s content will be seen by fans• As recently as March 2012, Facebook suggested that around 16% of fans see your page content regularly (weekly)

SO HOW CAN WE COMBINEPUREPLAY WEB AND SOCIAL MEDIA TO BAG THAT COOKIE?

SOLUTION 1: SOCIALISE YOUR WEBSITE No Social Social Seamless Social Linking Social ContextIntegration Aggregation Publishing Integration Linking out to Passive external social Basic feeds Social Content Sharing channels Social and Curated Active Sharing Contextual aggregation Content Contextual aggregation

SOLUTION 2: STEPPED VALUE Why not ask questions from this month’s magazine/we bsite and win a prize? Post images and links from your website. Encourage the click-through to a blog.

SOLUTION 3: SOCIAL CONTENT INTEGRATION Blog posts Trending shared to topics Twitter and (Twitter)Trending Facebooktopics(Twitter)

SOLUTION 4: FACEBOOK/TWITTER ADS• Targeted ads based on your personal details provided to Facebook…• …and all the pages you like, content you share and films you watch• Take people to your page OR your external website• Twitter ads are delivered in-stream based entirely on the context of your tweets• Include a link/image/video to take fans directly to your site

FACEBOOK OPEN GRAPH• Facebook’s Open Graph is a set of tools which allow 3rd party websites to broadcast your activity• Whether it is something you are reading, watching, listening to – if you are connected to Facebook, your content is being shared back to your network• It allows off-network content to be put into the network with no user effort

FRICTIONLESS SHARING Remember that classic scene? You’ll have to sign-up (but it’llNot all the top articles or still be cheaperfull-depth coverage than the DVDappear in the social rental.reader You want to listen to my songs? You’ve got to get Spotify. READING LISTENING WATCHING

EXTERNAL FACEBOOK COMMENTS My comment on the article is posted to Facebook too

SOCIAL INTENTWhat MUSTN’T you miss?Listen to music,watch movies- getrecommendations BUY STUFF WE KNOW YOU LIKE

SOCIAL INTEGRATION

SEAMLESS COMMERCE Clothes I’ve …and the liked appear clothes they in my news have liked stream …and the clothes they have likedOnce logged-in, Isee familiarfaces…

THE QUICK SOLUTIONS• PORTABILITY - give people a reason and the means to share your content to their social channels (2bn pieces of content are liked or commented on PER DAY. Source: Facebook for Business)• TEASE – good content on social channels is still good content worth clicking through to (photo and video generates a 65% increase in engagement. Source: Simply Measured May 2012)• INTEGRATION – take fans on a logical (and interesting) journey to discover more content

THANK YOU @almackin @paulfabretti

Brazen and The E word: Re-marketing

by Paul Fabretti on Jul 26, 2012

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Brazen and The E word: Re-marketing Presentation Transcript