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Reach 77% More of your Email Subscribers with Facebook Advertising.


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To watch the recording from the webinar, please go to:​​

Title: Webinar - Reach 77% More of your Email Subscribers with Facebook Advertising. Originally broadcast 16th June 2016

​Hear how to increase your reach, grow your subscriber list and re-engage inactive users with advertising​, as well as seeing the latest data trends and how the digital advertising landscape now intersects with email marketing​.

Published in: Business
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Reach 77% More of your Email Subscribers with Facebook Advertising.

  1. 1. Ben Riall Advertising Specialist, EMEA
  2. 2. What you will learn from todays conversation • Macro Trends Transforming Digital • Power of Coordinating Email & CRM with Advertising • Top 3 Action Items
  3. 3. What is influencing advertising today?
  4. 4. Digital is the dominant channel
  5. 5. Digital Ad Spend Continues to Grow Rapidly Digital Ad Spend (Billions) 0 10 20 30 40 2014 2018 6.53% growth
  6. 6. The growth is coming from mobile Mobile Ad Spend (Billions) 0 5 10 15 20 25 30 2014 2018 28.30% growth
  7. 7. Advertising Spend Shifts to Mobile Percentage of Total Digital Ad Spend that is Mobile “Mobile to Account for More than Half of Digital Ad Spending in 2015,” eMarketer, September 1, 2015
  8. 8. 82% of smartphone users will shop on their mobile device this year 81% at least research on mobile devices before making a purchase decision Shoppers turn to mobile devices in purchase cycle Mobile Shopping “The Future of Shopping is Mobile (Infographic),” Social Times, August 31, 2015
  9. 9. Audience Platforms: 8 of the Top 10 iOS & Android Apps 90% Of consumers’ digital time is spent in apps rather than mobile web 2011 2012 2013 2014 % Mobile Time Spent in Apps (Global) 72% 81% 86% 90% “Seven Years Into the Mobile Revolution: Content is King… Again,” Yahoo, August 26, 2015
  10. 10. “Top apps of 2015 dominated by Facebook, Google and Apple* Neilsen December 17th 2015
  11. 11. #CNX16 “…. 85% of online advertising spend will go to Google or Facebook ….” Brian Nowak, Morgan Stanley
  12. 12. Audience Targeting for Every Advertising Use-Case Facebook offers advertisers many options for targeting depending on the Target Audience Traditional TargetingCustom Audience Lookalike Audience Based on attributes like gender, education, region, profession… Customers you already know personally, via CRM or other first party data People who look like your existing customers, via CRM or other first party data
  13. 13. CRM-Powered ads drive higher engagement CRM-powered ads are 47% more effective than traditional targeting. Salesforce Advertising Index Q4 2015
  14. 14. Power of 1-to-1 Advertising – Customer Insights • Higher Engagement • Find New Customers Similar To Your Loyal Customers With Lookalikes • Leverage Your Data CRM Activation 24% Higher CTR Lookalike Audiences 47% Higher CTR Custom Audiences
  15. 15. How can you get started?
  16. 16. Look at the numbers and present an opportunity • An exclusive deal email is sent to 100,000 customers • 30% open the email = 30,000 • 77% increase in reach via FB ad = 23,100 • 23,100 audience will have a 47% increase in CTR on FB - Normal website conversions and AOV • 46% will have an increase open rate of 8% = 1,104 • 46% see email and FB ad = 13,800 • 13,800 will have an increased conversion rate of 22%
  17. 17. Collaborate with your advertising team “2016 Salesforce research state of marketing report - surveys 4,000 global marketers every year
  18. 18. “We create more relevant experiences and increase revenue with Marketing Cloud.” Aaron Pelander, VP Customer Engagement Supported Veterans Day promotion with Ads targeting email subscribers Increased reach by 163% with mobile advertising on Facebook Implemented closed-loop measurement to understand incremental sales lift by channel GovX Drives Revenue On Demand by Combining Advertising and Email
  19. 19. Identify Top Business Challenges or Opportunities (i.e. increasing email reach, unengaged subscriber base) Look at Existing Manual Data Flows to Pinpoint Automation Potential & Possible Security Flaws Develop Action Plan to Coordinate Multiple Channels (i.e. Email + Advertising) for a Specific Campaign Top 3 Action Items For Forward Thinking Marketers 1 2 3
  20. 20. Advertising Studio Reach your customers where they are Driven from CRM data Securely use your customer data to drive all your display and search advertising Powerful campaign management Drive powerful campaigns across some of the most important audience platforms Connected to the journey Use Journey Builder to connect your advertising to the rest of your marketing, and to your sales team Integrated lead generation Capture leads directly from Facebook into the Customer Success Platform NEW FPO FPO
  21. 21. thank y u