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Maximising Your Media Mileage with Performance Marketing


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Maximizing Your Media Mileage with Performance Marketing

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Maximising Your Media Mileage with Performance Marketing

  1. 1. Maximizing Your Media Mileage with Performance Marketing Digital Marketing Masterclass JUNE 2016
  2. 2. 2 Guillaume Bouchard CEO, iProspect Canada
  3. 3. Traffic Generation Content Marketing Natural Search Performance Display Paid Social Media Paid Search Creative Experience Structured Data & Feeds Digital Platforms Conversion Optimisation Data & Analytics Analytics & Conversion #1-2 Global spend Google Adwords #1 Global Spend Facebook Ads Our Clients + 100 clients in every vertical 90+ experts in Toronto & Montreal 3500+ experts in 50 countries
  4. 4. Advertiser’s Challenges in the Digital Economy
  5. 5. 1. Budget Decisions Source: Eisenberg Holdings Companies spend $92 bringing customers to their site, but only $1 converting them.
  6. 6. 2. Rise of Media Costs Due to increased levels of competition and market contraction, the cost of media, both offline and online, keeps rising.
  7. 7. 3. Increasing pressure to prove ROI Marketers are always negotiating to secure adequate budgets, whilst constantly being required to demonstrate clear ROI. Meanwhile, procurement tries to drive the costs down
  8. 8. 4. Flaws in Media Buying Processes Plan Buy Post-Analysis + Insights Plan Buy Real-time Optimization Media Buying in the Traditional Economy Media Buying in the Digital Economy Post- Analysis + Insights
  9. 9. What to do?
  10. 10. Media Optimisation Needs Will Vary Non-linear needs in resources according to: ● Campaign Type ● Selected Media Channels ● Campaign Reach/Targeting ● Advertiser’s digital ecosystem
  11. 11. Finding the Right Balance to Maximise Performance Quantity + Quality of Expertise Media Budget Ratio
  12. 12. Earn it, don’t (over) pay for it! Paid Search vs Organic Search ● Search is a balancing act ● Don’t rely too much on one or the other
  13. 13. Laser-Focus Targeting & Remarketing Get as relevant as you can, as if it was a 1 on 1 relationship.
  14. 14. Beautiful Basics Don’t go for big shiny objects before you master the best practices of a marketing channel.
  15. 15. Conversion Optimisation ● Experiment to improve constantly. ● Use the power of digital to test traditional media
  16. 16. People ● Not all marketing channels are created equal. They require different amount of work. ● Work with your agency to find the optimal point between workforce and media.
  17. 17. Case 1: Under performing Net Media Spend Net Workforce Costs Performance 5% 95%
  18. 18. Case 2: Optimal performance Performance 17% 83% Net Media Spend Net Workforce Costs
  19. 19. Find the right balance between Organic and Paid search Nurture a testing culture and apply your learnings to all your marketing channels Master a channel before venturing on the next big thing In short... Hit the sweet spot between the right amount of people and media for each channel/initiative. Not all media are created equal.
  20. 20. For more details: Join us at the roundtables!