Presentation from Blue Glass conference on marketing in the era of search, social and video and how many people are wasting money by advertising where there is banner blindness or measuring vanity metrics.
The Marketing Landscape Changes Very
Quickly These Days Pre Web 95 - 2007 08 - Now 10 - Now Future Mobile, Mobile, Who The F Who The F Offline Offline Online Online Social Social Video, Video, Knows? Knows? Images Images • TV • Display • FB Ads • Pre-roll • Print • Email • FB Likes • Overlays • Radio • SEO • Twitter • Brand Integration • SEM • FB Timeline • CPI
What IS Clear Pace of
change will accelerate You need a strong POV / strategy Are FB “Likes” better than FB ads that convert directly? Are Twitter Sponsored Tweets a good ad unit? You need to be metrics driven & test a lot You need to monitor emerging trends Should we put energy into Pinterest? Is the celebrity endorsement model worth it?
As a VC it’s my
job to stay ahead of these trends Investment strategy Portfolio advice
The Move to Online Forced
Standards That Sub- Optimize Experience & Performance Banner Banner Skyscraper Skyscraper 99% of 99% of User Attention User Attention
Link tracking shows clicks. Awe.sm
tracking shows bottom-of-funnel conversions. $18.41 $68.11 $34.60 $72.41 … $57.50$2159.0 61 SHARING:3 + 1 + 321 downstream $1134.29 = downstream $3293.32purchases clicks clicks purchases total revenue from this post
It also tracks down-stream influence
/ conversion $57.50 $331.22 direct purchases downstream purchases 15 6 58 clicks downstream downstream shares clicks $74. $94.09 $97.09 21 $65.02 direct purchases downstream direct direct purchases purchases purchases 19 2 14 11 1 7 7 clicks downstream downstream clicks downstream downstream clicks shares clicks share clicks $78.12 $19.78 $18.41 direct purchases direct purchases direct purchases 9 5 7 clicks clicks clicks
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