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.
Marketing in Today’s Changing WorldMark SusterBlueGlass – April 2012@msuster
Ex software developer (‘91) BuildOnline (’99) Koral /Both Sides Of The Table Salesforce.com (’05) VC at GRP Partners (‘07)
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
Banners are a brand category. The Internet has been about purchasers (DR)
Jakob Neilsen eye-tracking has confirmed we are trained to ignore banners (CTR = 0.08%)
Big dollars still pursue brand campaigns. They just keep their money offline.
But didn’t Google prove you could make money with “side links” ??
Paid Search Worked as a Text-Based Side Link Because of “Intent” 1. Intent- Based Ads2. Organic Result 3. GoogleComparison Shopping
Many technologists confuse this. They think: “The best ads are thosethat are ‘not in the way of the user experience’ ”
Facebook Ads initially much less effective without intent & integration (but targeting helps) SAP? Seamless? Is My Site Optimized? Get Sales Cloud?
We all know what really converts in non-intent ads: CleavageNot joking. Ad studies consistent
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?”
My Biggest Marketing Themes of Past 5 Years Have Been Integrated Targeted Personalized Measurable
We Know How Powerful Images are in Advertising. Images = Content = Ad (integrated)
We Even Know How Valuable Images are in Today’s Applications
Images avoid the blind spots & aren’t spammy like double-underlined text Banner Banner Skyscraper Skyscraper
In video, YouTube standard ad units work well at scale $4 CPM Pre-Roll Pre-Roll Video Video Translucent Overlay Translucent Overlay $1 CPM
But integrated campaigns are performing off thecharts, even for niche audiences. Example: Style Hauls Blair Fowler Elle Fowler 750,000 views
Integrated YouTube Campaigns Have Proven Successful at Conversion Authentic Engaging Youth Demo Call-to-Action
Mobile Games have offered opportunities for “integrated ads”Ad as Part of Game Incentivized Ads
And an increasing part of media conversions is moving to “sponsored stories” – an integrated ad unit Excellent engagement, even on sponsored posts
Other companies betting big sponsored story model Converts better media-to-media More cost effective than SEM Gravity is even personalized
Measurement is an important part of managing effective campaigns.But social has been measuring vanity metrics, not business Likes Clicks
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
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!
Internet marketing is changing rapidly. It favors those who are Integrated Targeted </end> Personal Thank you MeasurableMark Suster :: BlueGlass – April 2012 :: @msuster