Performance Marketing in a digital world

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This is the introductory presentation that Zhivko Kalotov, Country Manager of ForestView Bulgaria, delivered at the "Performance Marketing in a Digital World" Masterclass. The event was hosted on March 12, 2014 by ForestView, in collaboration with the Bulgarian Association of Advertisers.

Published in: Marketing

Performance Marketing in a digital world

  1. 1. Welcome to “Performance Marketing in a Digital World” Masterclass by Zhivko Kalotov, Country Manager, ForestView Bulgaria
  2. 2. Our Agenda 10:00-10:05 Welcome words by BAA 10:05-10:30 Intro on Performance Marketing 10:30-11:00 Performance on Facebook 11:00-11:15 Q&A 11:15-11:45 Networking break 11:45-12:15 Performance on Google 12:15-12:30 Q&A 12:30-13:15 Best Practices from across the region 13:15-13:30 Q&A
  3. 3. FORESTVIEW BOTTOM LINE EXPERTS Who we are
  4. 4. Performance Marketing Company Geo Presence: GR/HU/RO/BG/CY HR: 39 ForestView is the Performance Agency of TDG, the leading Digital Marketing Group in CEE, SE Europe & MEA
  5. 5. GR HU RO LOCATIONS GR BU CAMPAIGNS +10 COUNTRIES ASIA AMERICAS AFFRICA Geographical Coverage of ForestView
  6. 6. How “digital” is Bulgaria?
  7. 7. 99% 99% 97% 96% 92% 90% 90% 90% 89% 89% 89% 88% 86% 86% 85% 84% 83% 82% 82% 82% 81% 80% 79% 79% 79% 78% 78% 77% 77% 76% 75% 75% 74% 73% 72% 69% 68% 68% 67% 65% 64% 62% 61% 60% 59% 56% 53% 51% 50% 46% 46% 44% 39% 34% 26% 26% 0% 20% 40% 60% 80% 100% 68% of BG consumers are online Online penetration in % Source: TNS, Connected Consumer Study, 2013
  8. 8. Penetration of connected devices in Bulgaria (in total population) 66% 28% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 28% use a Smartphone, 8% a Tablet in Bulgaria TabletDesktop/ Laptop/ Webbook Smartphone Source: TNS, Connected Consumer Study, 2013
  9. 9. Smartphone penetration in UK, GER, BG 30% 18% 51% 29% 62% 40% 28% 0% 10% 20% 30% 40% 50% 60% 70% UK DE BU Q1 2011 Q1 2012 Q1 2013 … BG is close behind GER (1 year) & UK (2 years) Source: TNS, Ipsos, Connected Consumer Study, 2011/ 2012/ 2013
  10. 10. Penetration of connected devices in Bulgaria 66% 28% 8% 90% 51% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total population 18-34 years Also: Watch out for the Generation Y! TabletDesktop/ Laptop/ Webbook Smartphone Source: TNS, Connected Consumer Study, 2013
  11. 11. Google Confidential and Proprietary % of online users who bought online (average of 36 products) 18% 27% 19% 32% 39% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% BG RO HR DE UK FR Online Purchase 18% of purchases (base: 36 products) in BG are made online 11 Source: TNS, Consumer Barometer, 2013
  12. 12. Google Confidential and Proprietary % of online users who bought online resp. researched online before buying 18% 27% 19% 32% 39% 28% 71% 77% 77% 60% 63% 58% 0% 10% 20% 30% 40% 50% 60% 70% 80% BG RO HR DE UK FR Online Purchase Online Research … but 71% research online prior to purchase! 12 Source: TNS, Consumer Barometer, 2013
  13. 13. Google Confidential and Proprietary % of online users who bought online resp. researched online before buying 18% 27% 19% 32% 39% 28% 53% 51% 59% 31% 30% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% BG RO HR DE UK FR Online Purchase Research online, Purchase Offline (ROPO) 53% do “ROPO” (Research Online, Purchase Offline) 13 Source: TNS, Consumer Barometer, 2013
  14. 14. So What is Performance Marketing? Online marketing and advertising programs which focus on the completion of specific actions such as a Click, lead, sale, registration, download etc.
  15. 15. Performance Marketing Funnel Cost Per Fan / Engagement
  16. 16. Performance Campaigns Less Risk Pay Upon Results Possible Desired Action Click, Sale, Like , View Video, Registration, Download, Subscription, Call, Lead, Fan, Engagement Reward
  17. 17. Advertiser Wins Performance Partner Wins Business Model Results Aligned Interest KPI
  18. 18. Most Important Element of Performance Marketing? Business KPI’s01 Marketing KPI’s02Campaign Metrics03 Items Sold Sale with Coupons Revenue Gross Margin Net Profit Margin Unique Users Impressions Email Open Rates Clicks Leads / Likes / Actions Video Views Engagement Awareness Message Association Affinity Intention to Purchase Cost Per Lead / Cost Per Action Coupon Redemption See The Forest for the Tree Define the Performance KPI
  19. 19. Campaigns need to look at both sides to optimize results See The Forest for the Tree Outbound Inbound Outbound Marketing 1 Measurement of results-campaign attribution. 2 Campaigns Driving Action 3 Retargeting 4 E-mail Marketing Inbound Marketing 1 Site Conversion Funnel 2 Custom Landing Page 3 Direct & SEO Traffic 4 Content Marketing
  20. 20. The Secret
  21. 21. We have the data
  22. 22. Measure What? Conversions Sales revenue Number of leads Conversion Rate Cost Per Action Lifetime value of customers Registrations Cost Per Like Engagement KPIs
  23. 23. OPTIMISATION Split Test Creative Images Text Call to Action Creative Optimize What? Media Channel Type of ads Placement Positioning Targeting Interests Age Groups Gender Location Behaviour Buying Time Bidding Techniques Predictive Bidding
  24. 24. Optimization Never Stops A natural process It happens every day
  25. 25. Old Digital Media Plans
  26. 26. Financial Offer See the big picture See the forest for the tree Thank You!

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