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Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects

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AMA webcast 29 Oct 2010: …

AMA webcast 29 Oct 2010:
•Understand the value of retargeting
•Retarget valuable prospects with search, display ads and dynamic product recommendations
•Gain retargeting insights and best practices

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  • 1. AMA Webinar October 29 2010 Retargeting: Re-connecting and Re-gaining Traction With Lost Prospects © 2010 IBM Corporation
  • 2. IBM Enterprise Marketing Management Speaker Introductions Martin Doettling – VP Product Marketing Coremetrics, an IBM Company mdoettling@us.ibm.com Lindsay Conwell – Senior Solutions Consultant Coremetrics, an IBM Company lconwell@us.ibm.com @PETCO 2 IBM Confidential © 2010 IBM Corporation
  • 3. IBM Enterprise Marketing Management Agenda  Market Overview  Retargeting/Remarketing – What it Is  Retargeting – How it Works  Regaining Traction with Lost Prospects  Industry Best Practices  Q&A 3 IBM Confidential © 2010 IBM Corporation
  • 4. IBM Enterprise Marketing Management Let’s Take a Poll  How would you describe your organization’s emphasis on retargeting: A. Primary focus B. Same focus as paid search and email marketing C. Some focus D. What is retargeting? 4 IBM Confidential © 2010 IBM Corporation
  • 5. IBM Enterprise Marketing Management Retargeting/Remarketing – What it Is  Remarketing to your audience with highly tailored offers and messages  Reacquiring, converting, and retaining high value visitors  Leveraging granular, cross-channel website activity data site visitor and customer profile data to retarget visitors and browsers 5 IBM Confidential © 2010 IBM Corporation
  • 6. IBM Enterprise Marketing Management Market Trends  Marketers beginning to use personalization at varying levels.  Paid search costs continue to rise. Marketers turn to retargeting expensive search users via email and display advertising.  Granular analytics, such as impression attribution are a necessary component of optimizing retargeting campaigns. 6 IBM Confidential © 2010 IBM Corporation
  • 7. IBM Enterprise Marketing Management Market Trends 7 IBM Confidential © 2010 IBM Corporation
  • 8. IBM Enterprise Marketing Management Evolution of Retargeting 3-5 Years Ago Today Broad segmentation based on a single Advanced segmentation attribute Lag times with to retarget Automatic retargeting Limited syndication opportunities Real time syndication through multiple networks Multi-step and time consuming processes Seamlessly initiate retargeting via email, to retarget display advertising. 8 IBM Confidential © 2010 IBM Corporation
  • 9. IBM Enterprise Marketing Management Challenges  Identifying relevant segments and content to retarget visitors.  Effectively engaging the visitor without alienating them.  Measuring success and articulating ROI to management. 9 IBM Confidential © 2010 IBM Corporation
  • 10. IBM Enterprise Marketing Management Solution: Retargeting With Personalized Content at Multiple Touchpoints Search for Shop within Leave Return to Product Website Website Website Search within Site via Homepage Continue Search Engines Purchase Researching Browse Product Pages Place Items in Cart Arrive Directly Continue Research to Website Shopping Alternative Items Purchase Items 10 IBM Confidential © 2010 IBM Corporation
  • 11. IBM Enterprise Marketing Management Delivering Value from Retargeting Programs Step 1 Step 2 Step 3 Potential Customer Presented with Carts an item, acquired via personalized product but does not purchase… PPC Campaign… recommendations based on browsing history… 11 IBM Confidential © 2010 IBM Corporation
  • 12. IBM Enterprise Marketing Management Delivering Value from Retargeting Programs Step 4 Step 5 Views a display ad on Clicks through email and another site and returns purchases product. to the site… Receives a follow-up email showing products related to carted item… 12 IBM Confidential © 2010 IBM Corporation
  • 13. IBM Enterprise Marketing Management Delivering Value from Retargeting Programs PETCO Display Ads: Audience Segments Retargeted… Dog Behavior Control Searchers Cat Furniture Searchers Aquarium Searchers Bird Cage Searchers 13 IBM Confidential © 2010 IBM Corporation
  • 14. IBM Enterprise Marketing Management Online Trends Average Time on Site has Shrinking window of DECLINED compared to opportunity to engage last year. visitors. 14 IBM Confidential © 2010 IBM Corporation
  • 15. IBM Enterprise Marketing Management Online Trends Single Page Bounce Rate Visitors are more unwilling has INCREASED to hunt for what they want. compared to last year. 15 IBM Confidential © 2010 IBM Corporation
  • 16. IBM Enterprise Marketing Management Another Poll  What is the biggest benefit to engage and adopt retargeting strategies? A. More effectively spend to acquire visits B. More efficiently reaching out to visitors C. Avoid becoming irrelevant to your customers 16 IBM Confidential © 2010 IBM Corporation
  • 17. IBM Enterprise Marketing Management Best Practices • Do not be irrelevant • <Less Tolerance, Attention span is on the decline> • <Tailored Messages, Personalized Conversation> • Be Efficient • <Leverage Real-time data syndication and Extensive Web Reach> • Be Cost Effective • Key tools to Evaluate and Optimize 17 IBM Confidential © 2010 IBM Corporation
  • 18. IBM Enterprise Marketing Management Relevancy Challenge • Finding the right message for the right audience Solution • Advanced Segmentation • “Ace in the Pocket” segments Dormant, Abandoners, Post Purchasers • “Social and Adopter” segments Mobile users, Socializers, Ratings, Facebook Fans • “Surgical Shoppers” segments Bouncers, One Page visitors, leverage search terms, products browsed Benefit • Increase conversion, increase brand loyalty, increase visitor opinion of each interaction 18 IBM Confidential © 2010 IBM Corporation
  • 19. IBM Enterprise Marketing Management L’OCCITANE EN PROVENCE – Email Personalization • 17x Lift in Conversion Rate • 25x Lift in Revenue/Email 19 IBM Confidential © 2010 IBM Corporation
  • 20. IBM Enterprise Marketing Management Efficiency Challenge • Communicating with your customers before the competition does Solution • Real-Time Data Syndication • Leverage Display Advertising Partners • Communicate with those who you do not have email addresses • Answer the call of the Attention Challenged • Deliver effective content and messaging to each target group Benefit • Recapture visitors before your competition does. 20 IBM Confidential © 2010 IBM Corporation
  • 21. IBM Enterprise Marketing Management Retargeting Use Case Examples  Post-Purchase Offers  Trigger after items are purchased  Offer complimentary accessories, up-sells, or refills for specific SKU sets  Recapture abandoner 21 IBM Confidential © 2010 IBM Corporation
  • 22. IBM Enterprise Marketing Management Retargeting Use Case Examples 22 IBM Confidential © 2010 IBM Corporation
  • 23. IBM Enterprise Marketing Management Cost Effective Challenge • Cost Effectively acquiring and reacquiring visitors to your site. Solution • Retargeting Segments through less expensive channels • Non-identified visitors via Display Campaigns • Registered visitors via Email Campaigns • Re-acquire paid searchers via Display Campaigns • Shift target segments into a more affordable and more effective personalization message. Benefit • More effectively spend marketing dollars and increase conversion 23 IBM Confidential © 2010 IBM Corporation
  • 24. IBM Enterprise Marketing Management Use Case – Retargeting Search Users  Leverage your search analytics application to identify target segments and use retarget specific ad groups via display advertising 24 IBM Confidential © 2010 IBM Corporation
  • 25. IBM Enterprise Marketing Management Use Case – Retargeting Search Users  Leverage your search analytics application to identify target segments and use retarget specific ad groups via display advertising 25 IBM Confidential © 2010 IBM Corporation
  • 26. IBM Enterprise Marketing Management Use Case – Retargeting Search Users  Leverage your analytics tool to identify and segment users that are referred by social media sites  Reach these users via email 26 IBM Confidential © 2010 IBM Corporation
  • 27. IBM Enterprise Marketing Management Measurement and Optimization Challenge • Continuously optimizing retargeting efforts as visitors change behaviors. Solution • Evaluate across all channels for each key segment • Automate the integration of segment data to partners • Leverage Attribution to better attribute credit to key investments • Understand how different channels play different roles in buyer lifecycle • Invest in the channels to trigger the desired behavior • Optimize spend through leveraging more cost effective channels • Continuously re-evaluate. Benefit • Better understanding of how your marketing efforts are performing. 27 IBM Confidential © 2010 IBM Corporation
  • 28. IBM Enterprise Marketing Management Your Path to Sophisticated Retargeting ReTargeting ReTargeting ReTargeting Measurement via Display via Email and Advertising Optimization 28 IBM Confidential © 2010 IBM Corporation
  • 29. IBM Enterprise Marketing Management See how it works: www.CoremetricsWorld.com 29 IBM Confidential © 2010 IBM Corporation
  • 30. IBM Enterprise Marketing Management Question & Answer Please submit your questions in the chat box. Request copies of the presentation by emailing webinars@coremetrics.com Visit the Resource Center: www.CoremetricsWorld.com …including 12 new white papers • Driving Value from Your Multichannel Data • Social Media Marketing and Measurement • Quantifying Your Returns from Online Advertising Thank you for your participation. 30 IBM Confidential © 2010 IBM Corporation
  • 31. IBM Enterprise Marketing Management See how it works: www.CoremetricsWorld.com 31 IBM Confidential © 2010 IBM Corporation
  • 32. IBM Enterprise Marketing Management Question & Answer Please submit your questions in the chat box. Request copies of the presentation by emailing webinars@coremetrics.com Visit the Resource Center: www.CoremetricsWorld.com …including 12 new white papers • Driving Value from Your Multichannel Data • Social Media Marketing and Measurement • Quantifying Your Returns from Online Advertising Thank you for your participation. 32 IBM Confidential © 2010 IBM Corporation
  • 33. IBM Enterprise Marketing Management See how it works: www.CoremetricsWorld.com 33 IBM Confidential © 2010 IBM Corporation
  • 34. IBM Enterprise Marketing Management Question & Answer Please submit your questions in the chat box. Request copies of the presentation by emailing webinars@coremetrics.com Visit the Resource Center: www.CoremetricsWorld.com …including 12 new white papers • Driving Value from Your Multichannel Data • Social Media Marketing and Measurement • Quantifying Your Returns from Online Advertising Thank you for your participation. 34 IBM Confidential © 2010 IBM Corporation