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Marketing Strategies for 2013
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Marketing Strategies for 2013


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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 …

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.

Published in: Business

  • Our gamification platform is taking many of these lessons to heart. I think the future of digital advertising is about engagement and 2-way conversations. Imagine a time when users are not ignoring ads, but rather seeking out ways to engage directly with the brand.
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  • Thanks for sharing this Mark. Didn't realize that AweSm had pivoted into such an interesting 'bottom-up' intelligence platform. Very interesting.
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  • 1. Marketing in Today’s Changing WorldMark SusterBlueGlass – April 2012@msuster
  • 2.  Ex software developer (‘91)  BuildOnline (’99)  Koral /Both Sides Of The Table (’05)  VC at GRP Partners (‘07)
  • 3. 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
  • 4. 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?
  • 5. As a VC it’s my job to stay ahead of these trends Investment strategy Portfolio advice
  • 6. The Move to Online Forced Standards That Sub- Optimize Experience & Performance Banner Banner Skyscraper Skyscraper 99% of 99% of User Attention User Attention
  • 7. Banners are a brand category. The Internet has been about purchasers (DR)
  • 8. Jakob Neilsen eye-tracking has confirmed we are trained to ignore banners (CTR = 0.08%)
  • 9. Big dollars still pursue brand campaigns. They just keep their money offline.
  • 10. But didn’t Google prove you could make money with “side links” ??
  • 11. Paid Search Worked as a Text-Based Side Link Because of “Intent” 1. Intent- Based Ads2. Organic Result 3. GoogleComparison Shopping
  • 12. Many technologists confuse this. They think: “The best ads are thosethat are ‘not in the way of the user experience’ ”
  • 13. Facebook Ads initially much less effective without intent & integration (but targeting helps) SAP? Seamless? Is My Site Optimized? Get Sales Cloud?
  • 14. We all know what really converts in non-intent ads: CleavageNot joking. Ad studies consistent
  • 15. Twitter’s came up with a “side link” product – “Promoted Tweets” #Droid Charge “Screwed up battery” “Not the phone I’m looking for” “What the fuck is a Droid Charge?”
  • 16. My Biggest Marketing Themes of Past 5 Years Have Been  Integrated  Targeted  Personalized  Measurable
  • 17. We Know How Powerful Images are in Advertising. Images = Content = Ad (integrated)
  • 18. We Even Know How Valuable Images are in Today’s Applications
  • 19. Images avoid the blind spots & aren’t spammy like double-underlined text Banner Banner Skyscraper Skyscraper
  • 20. Integrated Images: Higher CTR, Higher Brand Recall, Automated & Relevant
  • 21. In video, YouTube standard ad units work well at scale $4 CPM Pre-Roll Pre-Roll Video Video Translucent Overlay Translucent Overlay $1 CPM
  • 22. But integrated campaigns are performing off thecharts, even for niche audiences. Example: Style Hauls Blair Fowler Elle Fowler 750,000 views
  • 23. Integrated YouTube Campaigns Have Proven Successful at Conversion  Authentic  Engaging  Youth Demo  Call-to-Action
  • 24. Mobile Games have offered opportunities for “integrated ads”Ad as Part of Game Incentivized Ads
  • 25. And an increasing part of media conversions is moving to “sponsored stories” – an integrated ad unit Excellent engagement, even on sponsored posts
  • 26. Other companies betting big sponsored story model  Converts better media-to-media  More cost effective than SEM  Gravity is even personalized
  • 27. Measurement is an important part of managing effective campaigns.But social has been measuring vanity metrics, not business Likes Clicks
  • 28. Link tracking shows clicks. 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
  • 29. 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
  • 30. And through cookies can auto incentivize your best “sharers” Welcome back, Suzy! 4 of your friends have bought because of your sharing — you’re a Fashion Maven! Thanks for spreading the word! Enjoy 50% off your next purchase. Share the good news with your friends!
  • 31. Internet marketing is changing rapidly. It favors those who are  Integrated  Targeted </end>  Personal Thank you  MeasurableMark Suster :: BlueGlass – April 2012 :: @msuster