Redefining Performance Marketing
Busting the myth of the performance “one man show”
Adrian Enache
Managing Director & Co-F...
15/11/2015 2
Media buyer
Advertiser or agent who buys advertising space
(in print media) or time slots (on electronic medi...
15/11/2015 3
Source: www.media.ofcom.org.uk
THE DIGITAL ERA
15/11/2015 4
+(Digital) Media Buyer
THE DIGITAL ERA
15/11/2015 5
Online is just another channel ?!
15/11/2015 6
http://downloads.pagefair.com/reports/2015_report-the_cost_of_ad_blocking.pdf
The outcome of traditional appr...
15/11/2015 7
Statista.com
The outcome of traditional approach is right here
15/11/2015 8
Ad blocking estimated to
cost publishers nearly
$22 billion during 2015.
Ad blocking grew by 41%
globally in ...
15/11/2015 9
Egyptian Digital Market Stats
- amazing opportunity -
15/11/2015 10http://blog.pagefair.com/2015/adblock-explorer/
Egyptian market stats
15/11/2015 11http://blog.pagefair.com/2015/adblock-explorer/
The outcome of traditional approach is right here
15/11/2015 12
In Digital Campaigns Relevance Is The Key
The digital media targeting is extremely
strict regarding this rul...
15/11/2015 13Source: www.bandt.com.au
THE DIGITAL ERA
15/11/2015 14
One-Man Show
Performance Marketing
THE DIGITAL ERA
15/11/2015 15
(Digital)
Strategy
RTB & Media
Buying (hybrid)
CPC/CPM/CPL
Digital Media
campaigns
User Experience
Social Me...
15/11/2015 16
The Marketing Technologist
15/11/2015 17
impossible
Integration
New team Roles
Digitally-driven approach
15/11/2015 20
The person that understand where most of the decisions are taken and when and how you can
trigger the intere...
Lead Generation Trend for Honda, even after the CR-V Launch
*Google Analytics screenshot. Absolute values are CONFIDENTIAL...
CRO. A/B Testing. Performance Media Case-study
A/B Testing and media optimization made us and our partner achieve a
+94% i...
International private medical services
Focused campaigns for excellent medical services industry
CRO & Performance Media
P...
15/11/2015 25
Let’s keep in mind!
It is not a one-man show
Build a team
Be relevant
Always test your hypothesis
15/11/2015 26
Follow me here:
LinkedIn, Twitter, Facebook, Slideshare
@adrianenache87
adrianenache.com
Follow The MasterPl...
Redefining Performance Marketing & Busting the myth of one-man show: Keynote @Digital Media Forum Cairo, #dmfcairo 2015 (w...
Redefining Performance Marketing & Busting the myth of one-man show: Keynote @Digital Media Forum Cairo, #dmfcairo 2015 (w...
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Redefining Performance Marketing & Busting the myth of one-man show: Keynote @Digital Media Forum Cairo, #dmfcairo 2015 (with Adrian Enache | Digitally-driven business consultant)

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The keynote wanted to emphasize the best enhancements we discovered during our experience with all the media and performance marketing accounts that our partners gave us the trust to work with.
It is not only about ppc, CRO & A/B Testing.
It is much more, it is about team and adapting it to the new structure and requirements for a digitally-driven approach

More details can be found on http://adrianenache.com

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Redefining Performance Marketing & Busting the myth of one-man show: Keynote @Digital Media Forum Cairo, #dmfcairo 2015 (with Adrian Enache | Digitally-driven business consultant)

  1. 1. Redefining Performance Marketing Busting the myth of the performance “one man show” Adrian Enache Managing Director & Co-Founder The MasterPlan Agency&
  2. 2. 15/11/2015 2 Media buyer Advertiser or agent who buys advertising space (in print media) or time slots (on electronic media). Source: http://www.businessdictionary.com BEFORE THE DIGITAL ERA
  3. 3. 15/11/2015 3 Source: www.media.ofcom.org.uk THE DIGITAL ERA
  4. 4. 15/11/2015 4 +(Digital) Media Buyer THE DIGITAL ERA
  5. 5. 15/11/2015 5 Online is just another channel ?!
  6. 6. 15/11/2015 6 http://downloads.pagefair.com/reports/2015_report-the_cost_of_ad_blocking.pdf The outcome of traditional approach is right here
  7. 7. 15/11/2015 7 Statista.com The outcome of traditional approach is right here
  8. 8. 15/11/2015 8 Ad blocking estimated to cost publishers nearly $22 billion during 2015. Ad blocking grew by 41% globally in the last 12 months. In the United States, ad blocking cost an estimated $5.8bn in lost revenue in 2014 PageFair predicts Google is losing $6.6 billion in revenue PageFair.com BusinessInsider.com What is the outcome globally? Source: PageFair
  9. 9. 15/11/2015 9 Egyptian Digital Market Stats - amazing opportunity -
  10. 10. 15/11/2015 10http://blog.pagefair.com/2015/adblock-explorer/ Egyptian market stats
  11. 11. 15/11/2015 11http://blog.pagefair.com/2015/adblock-explorer/ The outcome of traditional approach is right here
  12. 12. 15/11/2015 12 In Digital Campaigns Relevance Is The Key The digital media targeting is extremely strict regarding this rule. Otherwise the invested budget has no ROI or can even attack your brand
  13. 13. 15/11/2015 13Source: www.bandt.com.au THE DIGITAL ERA
  14. 14. 15/11/2015 14 One-Man Show Performance Marketing THE DIGITAL ERA
  15. 15. 15/11/2015 15 (Digital) Strategy RTB & Media Buying (hybrid) CPC/CPM/CPL Digital Media campaigns User Experience Social Media Advertising Creative capabilities Data & Statistics expert Preview the future (trends analyst) Integration Capabilities Development Conversion Rate Optimization The initial adopter of technology Economy & Business Impact An list Performance Marketing Skills
  16. 16. 15/11/2015 16 The Marketing Technologist
  17. 17. 15/11/2015 17 impossible
  18. 18. Integration New team Roles Digitally-driven approach
  19. 19. 15/11/2015 20 The person that understand where most of the decisions are taken and when and how you can trigger the interest. Psychologist / Neuro-marketing & emotional triggers generator The person in the team that will give the initial data in order to start the campaign; she or he will connect information that you would never bring in the same pool of data. This person needs to use large amounts of data to discover insights and the foundation of starting and continuing your campaigns Get a data guru and a crazy scientist The person in the team that will understand where the users are. He or she will be able to include certain channels that do not appear appealing in a performance marketing strategy in the initial stage (such as signal-beacons combined with Wi-Fi login, geo-targeted SMS etc) The Customer Journey “Driver” The person in the team that will give the needed boost regarding engagement and amazing experiences . Creative Mind with a twist – usable/approvable solutions If the creative mind dreams up amazing possibilities, the integrator transforms these ideas in a pragmatic, compelling real world experience. The Integrator
  20. 20. Lead Generation Trend for Honda, even after the CR-V Launch *Google Analytics screenshot. Absolute values are CONFIDENTIAL Performance Media Partners With 30% increase in leads we managed to achieve 80% increase in sales.
  21. 21. CRO. A/B Testing. Performance Media Case-study A/B Testing and media optimization made us and our partner achieve a +94% increase in conversion rate compared with the test subjects (left and right) Performance Media Partners
  22. 22. International private medical services Focused campaigns for excellent medical services industry CRO & Performance Media Performance Media Customers A/B Testing iterations made us and our partner achieve a +60% increase in the number of people we managed to put in contact with excellent medical services
  23. 23. 15/11/2015 25 Let’s keep in mind! It is not a one-man show Build a team Be relevant Always test your hypothesis
  24. 24. 15/11/2015 26 Follow me here: LinkedIn, Twitter, Facebook, Slideshare @adrianenache87 adrianenache.com Follow The MasterPlan Agency: LinkedIn, Twitter, Facebook /TheMasterplanAgency themasterplan.ro & Adrian Enache Managing Director & Co-Founder TheMasterPlan Agency Thank you! Questions?

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