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CRM Targeted Display Ads - A How To Guide

Digital display is a tricky business - even for marketers at some of the world’s largest brands. Finding the right audience, setting up and running campaigns, targeting, analysing, reporting and optimising can be resource intensive and expensive.

The modern display landscape is a quagmire of systems, acronyms, metrics and more, but there is a way to advertise specifically to people you know and leverage the power of your CRM database. In the last few years, platforms including Google, Facebook and Twitter have made it possible for advertisers to target users by email address, giving a way to run controlled campaigns and deliver dramatically higher ROI by using your existing data. In this webinar, we’ll look at how to do this.

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CRM Targeted Display Ads - A How To Guide

  1. 1. CRM Targeted Display Ads: Brought to you by In association with A How To Guide The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 20 3713 5032 Access Code: 585-102-135
  2. 2. Today’s Speakers CRM Targeted Display Ads - A How To Guide Brought to you by In association with Morag Cuddeford-Jones Consultant Editor marketingfinder Niki Middleton Consultant Emarsys
  3. 3. Follow the conversation on Twitter #CRMAds Interact with us CRM Targeted Display Ads - A How To Guide
  4. 4. The Future of Advertising Technology
  5. 5. Agenda 1. About Emarsys 2. Digital Ad Market 3. Why marketers need CRM Ads 4. Use Cases • Keyword Expansion • Retention • Acquisition • Reach the Unreachables
  6. 6. WHAT WE DO Help brands around the world to scale truly personal interactions with their customers by delivering innovative, cloud-based B2C marketing technology that is easy to use This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  7. 7. Emarsys in Numbers 1.6 billion customer contacts collected, stored, managed, and analyzed 10,000+ automated programs 250,000 campaigns per month 390 million personal recommendations served every month 6 billion+ messages a month 20,000+ active users across more than 1,600 customers This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  8. 8. This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  9. 9. 01The Ad Market Today This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  10. 10. Digital Ad Spending in the EU-5, 2015 & 2019 Billions of $ Top 10 Countries in Europe, Ranked by Digital Ad Spending, 2014 - Billions of € The UK is the biggest European market This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  11. 11. Ad Spend is still growing… but it’s changing • Paid Search Spend >$80bn 2015 with ~75% spend on Google • ~$23Bn is now spent on Paid Advertising on Social Networks – Facebook is dominant accounting for ~65% of that spend and that share is increasing with the launch of Instagram Ads. Search Ad Spending Worldwide, 2013- 2019 billions and %change Social Network Ad Spending Worldwide, By Region, 2013-2017 This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  12. 12. Quick Poll Brought to you by In association with CRM Targeted Display Ads: A How To Guide This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  13. 13. How has the Ad market changed? This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  14. 14. The Ad Market Shift • From ANONYMOUS to KNOWN Customer Data This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  15. 15. Quick Poll Brought to you by In association with CRM Targeted Display Ads: A How To Guide This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  16. 16. Online Email Transactional First Party Data MobilePartner Location Emarsys Unified Customer Profile This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  17. 17. Emarsys Unified Customer Profile This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  18. 18. What is CRM Ads? Truly reach any contact online with hyper-targeted ads. Unlock your CRM data to boost retention, extend reach and drive ROI.This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  19. 19. Emarsys Approach: CRM based Advertising CAPTURE DATA UNIFY AUTOMATETARGET ANALYZE Conversions 4 (25.4%) Conv. on mobile 14 (14.58%) This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  20. 20. How Does it Work? Collect data and target contacts across multiple channels. Results are measured and optimizations proposed. CRM TEAMS Matching by Email CRM Contact Matching by Email Digital Advertising team working on creative and Ad Spend but without having to deal with spreadsheets or CSV’s to upload and download lists or report upon success. DIGITAL ADVERTISING TEAM This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  21. 21. Improve budget efficiency Reach your entire contact database Find new ‘platinum’ leads Boost your retention Why Use It? Find customers, target lookalikes, and optimize ads across multiple channels This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  22. 22. Gmail, Search, Youtube, Facebook and Instagram This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  23. 23. Quick Poll Brought to you by In association with CRM Targeted Display Ads: A How To Guide This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  24. 24. USE CASE Acquisition This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  25. 25. Smarter Acquisition Company confidential Retargeting Online Conversion Precision Look-a-Likes Segmentation and DMP Acquisition Ads Email Push SMS Retention ? ? Matching by Email This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  26. 26. “I was quite frankly amazed. Emarsys CRM Ads immediately generated a 850% Return On Ad Spend via Facebook look-a-likes. Incredible.” This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  27. 27. USE CASE Retention This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  28. 28. Company confidential Source: Adobe Digital Index It is 6-7 times more expensive to acquire a new customer than it is to keep a current one. Why invest in retention? 2nd time purchaser 3X 3rd time purchaser 5X 1st time purchaser 1X Revenuepervisit This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  29. 29. Higher Retention Company confidential Retargeting Online Conversion Precision Look-a-Likes Segmentation and DMP Acquisition Ads Email Push SMS Retention $$ Predicting the right moment and right Ad for re-purchase across the customer’s journey ? This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  30. 30. “CRM Ads is very powerful. Targeting our CRM data using Google proved to be a huge success: Return on advertising spend was much higher when compared to our other Google campaigns.”This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  31. 31. USE CASE Exclusion This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  32. 32. Know who NOT to target Company confidential Push Geo-fencing Social Subscription Precision Look-a-Likes Segmentation and DMP Acquisition Ads Email Push SMS Retention ? ? Matching by EmailExclude from ads – optimize your budget This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  33. 33. USE CASE Reach the Unreachable This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  34. 34. Reach the unreachable Email opt-out | Opted-in, but Not opening email On average More then 50% of a contact database is either opted out or unreachable through web/email in the last 6 months This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  35. 35. USE CASE Orchestration This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  36. 36. Multi channel effect http://insights.fb.com/2014/10/16/coordinating-email-and-facebook-ads/ Email openers who saw ads where 22% more likely to convert This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  37. 37. Example Campaign This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  38. 38. USE CASE Keyword Expansion This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  39. 39. Keyword Optimisation + Keyword This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  40. 40. Summary- Why use CRM Ads? Company confidential Unlock your contact database and inject valuable CRM marketing data into your advertising strategy. Find customers, target lookalikes, and optimize ads across multiple channels. • Reach your entire contact database • Orchestrate multi-channel engagement campaigns • Find new ‘platinum’ leads • Boost your retention • Improve budget efficiency • Keyword Expansion This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, click here
  41. 41. Questions Brought to you by In association with CRM Targeted Display Ads - A How To Guide Morag Cuddeford-Jones Consultant Editor marketingfinder Niki Middleton Consultant Emarsys
  42. 42. 3 Reasons to Complete the Exit Survey 1. You can give us your feedback 2. You can request your free copy of ‘5 Marketing Predictions For The Next 5 Years’ 3. You can send a recording of the webinar to colleagues CRM Targeted Display Ads - A How To Guide
  43. 43. Thank You Brought to you by In association with CRM Targeted Display Ads: A How To Guide

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