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Dan Golden's 2015 Digital Marketing Food Pyramid Session

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Dan Golden's 2015 Digital Marketing Food Pyramid Session

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In this Internet Summit 2014 session, we dug into creative ways to approach digital media planning and dove into the critical questions to ask when customizing a balanced digital media strategy built for success in 2015 and beyond. What should I spend on mobile? How much should I invest in paid social? When do I stop throwing money at search and shift to display? Should I move some TV budget to YouTube? The audience learned the right questions to ask before formulating their plan. We helped them take an “etch-a-sketch” to the “let’s just continue doing everything we did last year” media planning methodology.

In this Internet Summit 2014 session, we dug into creative ways to approach digital media planning and dove into the critical questions to ask when customizing a balanced digital media strategy built for success in 2015 and beyond. What should I spend on mobile? How much should I invest in paid social? When do I stop throwing money at search and shift to display? Should I move some TV budget to YouTube? The audience learned the right questions to ask before formulating their plan. We helped them take an “etch-a-sketch” to the “let’s just continue doing everything we did last year” media planning methodology.

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Dan Golden's 2015 Digital Marketing Food Pyramid Session

  1. 1. Multi-Channel Attribution & The Digital Media Food Pyramid How to Plan Your 2015 Media Mix
  2. 2. About Me President, Chief Search Artist & Be Found Online 12 Years in the Digital MarketingWorld Live Tweeting using #ISUM14 and #FoodPyramid @thegoldendan PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 2
  3. 3. About Be Found Online Be Found Online is a values based, analytically-driven digital marketing agency obsessed with helping advertisers drive more revenue, more cost effectively through a broad offering of solutions. Seasoned Team • Avg. 7 years experience • 35 Team Members & Growing Full Service • Paid Media • Paid Search, Display, Video • Organic Media • SEO, Social, Content, Analytics PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 3
  4. 4. Today’s Agenda • What’s in a Digital Media Mix? • Mixing Online & Offline Media • Question to Ask Before You Start • Key Factors to Consider • Vertical Examples • 5 Recommendations for 2015 PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 4
  5. 5. Disclaimers I’m biased. I’m a searchaholic. I still believe in offline media. Even though I steal TV budgets. Confessions of a #Searchaholic at #ISUM14 at @thegoldendan ‘s #FoodPyramid session. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 5
  6. 6. WHAT DETERMINES THE MIX?
  7. 7. Planning the Perfect Media Mix When do I stop throwing money at search and switch to display? How much should I invest in mobile? Paid social? Should I move some TV budget to YouTube? How do I factor in cross-channel attribution? PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 7
  8. 8. Most Companies Move Like This PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 8
  9. 9. Time to Get Cereal Follow your nose? Follow the eyeballs! Don’t move too slow. Toucan Dan says “Follow The Eyeballs” @thegoldendan #ISUM14 #FoodPyramid PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 9
  10. 10. MIXING ONLINE & OFFLINE MEDIA
  11. 11. Digital vs. Traditional Does my allocation match consumer behavior? PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 11
  12. 12. The Consumption Disconnect PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 12
  13. 13. Time Spent Online 79% of time online is spent outside search 21% of time online is spent searching across websites, mobile, YouTube, and Gmail & Facebook Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing Association; Nielsen, Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 13
  14. 14. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 14 Search “how to find a lawyer” Read News article for advice on finding a lawyer Email friend for lawyer advice Visit Lawyer directory site to read reviews and compare Search “lawyer firm in sacramento” Visit Law firm site Conversion Multiple Channels Influence Purchase Behavior
  15. 15. The traditional “funnel” looks like a bowl of spaghetti. Consumers consult an average of 10.4 sources before purchasing The Consumer Path to Purchase looks like a bowl of spaghetti says @thegoldendan #ISUM14 #FoodPyramid Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, April 2011 PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 15
  16. 16. Where does your budget come from? Take last year’s spend and add 5%? Whatever isn’t spent on TV? Why is this my digital marketing budget? PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 16
  17. 17. KEY FACTORS TO CONSIDER
  18. 18. #1: Mobile Growth PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 18
  19. 19. #2: Creating vs. Capturing Demand PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 19
  20. 20. Does your budget account for existing demand channels? • Does my budget match company acquisition goals? • Am I spending enough on mobile? • Am I focused on the right social platforms? • Should I start paying to improve my reach on Facebook? • Is Display & Online video worth the cost? PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 20
  21. 21. Are you getting beat by competitors in demand capture channels? • AdWords Auction Insights Reports • Use Competitive Monitoring Tools PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 21
  22. 22. #3: Attribution Models PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 22
  23. 23. Attribution Comparison • Try before you buy! PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 23
  24. 24. Last vs First vs Linear PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 24
  25. 25. CURRENT MEDIA MIX METHODS
  26. 26. The Digital Media Food Pyramid PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 26
  27. 27. Bottom’s Up vs. Top Down • Start with your Budget • Allocate across channels • Usually by a % of Total • Start with your Channels • Fill the Bottom Funnel • Ensure Reach & Frequency PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 27
  28. 28. Start with Demand Capture 1. Maximize Bottom Funnel PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 28 • Search • Brand, Core Non-Brand • Retargeting – Beyond Display with Facebook, Twitter & RLSA’s 2. Maximize Retention Channels – Email, Earned Media, CRO 3. Invest in Conversion Rates – Landing page testing – Offer testing – Dynamic creative 4. Then go after display, online video, & social ads.
  29. 29. Demand Capture Campaigns Drive Meaty Returns. Where’s the #DigitalBeef? Its all in the demand capture campaigns says @thegoldendan #ISUM14 #FoodPyramid PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 29
  30. 30. INDUSTRY EXAMPLES
  31. 31. Sample Media Allocations 70% 15% 20% Paid Search PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 31 5% 5% 10% 10% 0% Paid Search Remarketing Social Ads Content Online Video Display 40% 10% 10% 5% Remarketing Social Ads Content Online Video Display 22 • Small budgets • Large budgets
  32. 32. Consumer Journey: Auto PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 32
  33. 33. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 33 • Info
  34. 34. Consumer Journey: Retail PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 34
  35. 35. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 35 • Info
  36. 36. Consumer Journey: Finance PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 36
  37. 37. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 37 • Info
  38. 38. 5 RECOMMENDATIONS FOR 2015
  39. 39. • It depends on: – Your budget – Your industry – Your experience – Changes in the marketing world There is no pre-built mix that will work for you. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 39
  40. 40. Adapt and shift. • Don’t plan the year in January – Continually adapt your media mix • Utilize auction-based media – Rather than upfront buys PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 40
  41. 41. Adaptive Planning & Optimization In this industry, change is the only constant. Employ flexible strategies that follow shifts in your own data. Fluid Bid & Budget Management PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 41 Devices • Mobile • Tablet • Desktop Targeting Tactics • Keyword • Category • Contextual • Demographic Publishers • Google • Bing • Facebook • Display Networks • Retargeting Markets • Market Level Budget Allocations Devices Keywords & Targeting Tactics Markets Publishers
  42. 42. Keep a test budget. • Something new will happen in 2015 – Plan for it – Try it out PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 42
  43. 43. Make sure you look at total cost. • Understand total budgets – Technology – Internal resources – Opportunity cost – Earned media – Content creation – Staffing – Agency fees – Cost of Not Doing Things Well PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 43
  44. 44. Mine your own data. • Paid vs organic media • Mobile vs desktop vs tablet • Competition • Social audience • Impression Share • Attribution behavior PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 44
  45. 45. Take an Etch-a-Sketch to last year’s media mix. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 45
  46. 46. Stay in Touch dan@befoundonline.com http://www.linkedin.com/dangolden @thegoldendan And Join us for drinks tonight! PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 46
  47. 47. Gratuitous Seeding Questions • How do I convince my boss to re-build our budget from scratch? • What are the biggest budgeting mistakes you’ve seen? • How do I justify a testing budget? • What’s with the orange blazer? Seriously. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 47
  48. 48. The Digital Media Food Pyramid PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 48

Editor's Notes

  • Team Members” average 7 years digital marketing experience (seasoned)
    “Big Chops Agency Shops”: Performics, iProspect, Netconcepts, Position Tech
    “Big Brand Experience”: Staples, Cabela’s, Toyota, Kmart, The Home Depot
  • Digital is More Eficient, can cover sometimes with less budget.
  • High Consideration – like Automotive – it’s a lot higher.

    Low/Immediate Consideration – it’s a lot lower (Restaurants, Local Purchases)
  • Don’t need pictures or graphs… “Show of hands, who believes mobile is getting bigger and more important?”

    Keep in Mind….
    - cost of mobile traffic is cheaper, budgets done’st have to match visits
  • What % of my budget should go to search, remarketing?
  • Know volume targets, cost of traffic and your conversion rates?
  • Show a few attribution tools (Google Analytics, Marin Software)
    First Click/ Last Click/ Time Decay
  • Crossover – Search can drive both awareness on non-brand and category keywords as well as capture demand

    Display – Retargeted display and highly targeted placements can be lower in the funnel vs network “Awareness” buys against larger audiences.
  • Tweetable Soundbyte #1
  • I’ve gotten the question from a lot of clients?

    What percentage should I spend on search?
    What percentage should I spend on Brand Campaigns?
  • Be adaptive. Don’t plan the year in January. Always adapt your media mix.

    Auction based media allows for this vs. an upfront TV buy.
  • Product Listing Ads?
  • You’re media budget isn’t just what you spend on Google!
  • Crossover – Search can drive both awareness on non-brand and category keywords as well as capture demand

    Display – Retargeted display and highly targeted placements can be lower in the funnel vs network “Awareness” buys against larger audiences.

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