Digital Darwinism

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Digital Darwinism

  1. 1. 1TomRijsbrackDigitalPerformanceManagerbe.linkedin.com/in/tomrijsbrack
  2. 2. 2DigitalInfusion3@Corelio25/03/2013
  3. 3. Performance Marketing:Digital Darwinism3Image from MeTheMedia.com
  4. 4.  500 BC – Postal service 1792 – telegraph 1836 – Ads in print 1891 – radio 1908 – TV 1920 – Ads on radio 1950 – Ads on TV 1966 – email 1969 – ARPANET 1975 – homecomputer 1976 – Apple Inc. 1980 – laptop 1990 – broadband 1990 – Ads on internet 1991 – WiFi 1997 – Google 1998 – iTunes 1998 – digital TV 1999 – Napster 2001 – iPodMediaEvolution4 2003 – Myspace + LinkedIn 2005 – Facebook 2005 – Youtube 2005 – digital TV in Belgium 2006 – Twitter 2006 – mobile broadband 2007 – iPhone 2009 – Digital prerolls 2010 – iPad 2012 – Programmatic buyingLast 10 years
  5. 5. 5Technology evolution?
  6. 6. 6Technology evolution350 companies45 categoriesTechnologyevolution!Image by Scott Brinker from ChiefMartec.com
  7. 7. 7Metricevolution+250metrics
  8. 8. 8TraditionaldigitalbuyingevolvesCPM(ille) CPL(ead)CPD(ay) CPC(lick)CPA(ction)CPW(eek)
  9. 9. 9Innovativemarketing ideasLarry Page, Google FounderSergey Brin, Google Founder
  10. 10. 10Cutting marketing budgets€ 0€ 500.000.000€ 1.000.000.000€ 1.500.000.000€ 2.000.000.000€ 2.500.000.000€ 3.000.000.000€ 3.500.000.000€ 4.000.000.0002010 2011 2012Media Investments Belgium (MDB)TELEVISIERADIOPRESSOUT OF HOMEINTERNETBIOSCOOP
  11. 11. 11EvolutionofBelgianDigitalInvestments(Indexed)00,20,40,60,811,21,41,62006 2007 2008 2009 2010 2011 2012BIOSCOOPINTERNETOUT OF HOMEPRESSRADIOTELEVISIE2%6%41%32%
  12. 12. 12ConsumerEvolutionWhat happensin 1 internetminute?Contentremains kingDigital ContentIS King !!!
  13. 13. 13Marketing followsaudienceGoogle, Facebook, Youtube, Wikipedia, Windows Live,LinkedIn, Yahoo, Twitter, HLN, DS, Nieuwsblad, 2dehands,MSN, Immoweb, Amazon, DH, Microsoft, Kapaza, Skynet,Yahoo, Sporza, Le Soir, Deredactie, De Tijd, Knack, RTL, GVA,Dailymotion, Zita, La Libre, Eén, Autoscout, Skyrock, Netlog,Vlan, Clint, Seniorennet, VDAB, Doctissimo, Buienradar,Vacature, Openingsuren, Voetbalnieuws, …Belgian top websites
  14. 14. 14RiseofPerformanceMarketing
  15. 15. “Performance marketing is the definition of getting measurablereturn on investment for marketing dollars. Unlike traditionalmarketing platforms such as TV, print or radio, performancemarketing is pay-for-performance.That means one only pays a fixed dollar amount per action,lead or share of revenue per sale rather than paying foradvertising and then hoping for the best.”“Whichever performance marketing method one chooses touse, whether affiliate marketing, email, search enginemarketing, social media, banner advertising, or co-registration,all can be tested with controlled spends in approvedenvironments. That allows campaigns to be optimized in real-time and, as a result, to be scaled profitably with the assuranceof ROI.”Chris Trayhorn, mthink.com15RiseofPerformanceMarketingQuote by Chris Trayhorn, mthink.comRIO
  16. 16. CRMAnalyticsCross-device/platformTypesof«new»digitalmarketingSearchEngineMarketing•SEA(Advertising)•SEO(Optimisation)DisplayMarketing•‘Classic’OptimisedDisplay•ProgrammaticBuying•Real TimeBidding•AffiliationSocialMarketing•CommunityMgmt•SocialAdvertisingEmailMarketing•Transactional•DirectContentMarketing•Blogs•Whitepapers•Guides•Case Studies•Podcasts•Infographics
  17. 17. SEASEOSearchEngineMarketing
  18. 18. 18SearchEngineAdvertisingCPCBidQualityScoreAdRank
  19. 19. SearchEngineOptimizationIndexationIf search engine spiders can’t find you,neither can your consumersEvaluate indexation obstacles toensure SEO visibilityContent OptimizationKeyword relevancy driveshigh performanceFocus on driving qualified traffic toyour site, not just traffic.Link BuildingLinks help the engines determine theimportance of content.Actively optimize internal & externallinks to boost rankings.DistributionGo beyond your native site to achievemaximum visibilityIncrease exposure and dominate thesearch engine results page
  20. 20. 20DisplayMarketing MutationTraditionalDisplay BuyingManual purchase withhundreds of publishers,editors, Adnetworks, etcSite purchase that are mostlikely to fit the clients targetaudienceA negotiated price with afixed volume ofimpressions/clicksEvolutionDisplay BuyingAutomated purchase on anworldwide (private)marketplacePurchase of audiences andcontextual or behavioralprofilesFlexible prices, optimisedfor the campaigns KPIs
  21. 21. 21
  22. 22. SocialMediaMarketing
  23. 23. 23SocialMediaMarketing
  24. 24. 24SocialMediaMarketingPremiumRecruitersJob SeekersSalesProfessionals
  25. 25. E-mailMarketingTransactionalDirect
  26. 26. 26ContentMarketing
  27. 27. 27ContentMarketing
  28. 28. 28ContentMarketing
  29. 29. 29Digital Marketing map by hallaminternet.com
  30. 30. 30goalchannelchannelchannelchannelchannel€ €€ €€channelchannel€€UnderstandingCustomerjourney
  31. 31. 31Understanding Customerjourney
  32. 32. 32AttributionuseSource: smartinsights.com31%28%41%yesyes, but only lastclicknoQ: Do you (or your clients) carry out any type of marketingattribution?
  33. 33. 72%63% 58% 54%44%0%20%40%60%80%100%Better able toallocate budgetacrosschannels andROI isimproved.Betterunderstandhow digitalchannels worktogether.Providedinsights intoaudiencemakeup andbehaviorsMarketing isbetterpositioned toobtain budgetdue to higheraccountability.Betterunderstand therole ofonline/offlinemediainteractions33Attribution BenefitsSource: Econsultancy - Marketing Attribution: Valuing the Customer Journey
  34. 34. 34DigitalasthecenterofgravityDigitalTVPrintRadioOOHRadioDigital is now thecenter of gravity formarketing andcustomer engagementIncreasing consumerengagement digitallyhas impact to toplineand marginMoving at digitalspeed requires newcapabilities, skills andmindset
  35. 35. 35DigitalMagazines
  36. 36. 36DigitalconnectedTV
  37. 37. 37Digitalconnectedradio
  38. 38. 38DigitalOutOfHome(DOOH)
  39. 39. 39Digital(R)evolution+250metricsAcrossallchannelsAcrossalldevices
  40. 40. Digital(R)evolution:buying modelsevolveCPM/CPI(Impression)*CTR CPC/CPE(Engagement)*CPA/CPL(action/lead)*Av. order value CPF (Fan) CPR (referral)*Preroll views Bounce rate # of downloads Conversion rate % of market ConversionrecencyNumber of activefans% ofReach/audienceBranded traffic pageviews FunnelabandonersSocial tone ofvoiceSocialengagementProduct reco’s# of new visitors Preroll viewrate Referral traffic ROI # of recurringvisitorsApp use # identifiedambassadorsimpressions Landing page # of visits goalcompletionDevice stats AttributionmodellingNumber of fans # of sharesSource: mediamash.be (metrics) + zenith optimedia (pathways) logos are TM + smartinsights.com(RACE) + tmw.co.uk/IAB (financial cost naming*)
  41. 41. 41BigDataasthefutureof(digital)mediaDataManagementPlatform‘traditional’Offline dataBehavioraldigital dataTransactiondataNew datasourcesThe Data ManagementPlatform (DMP) is theembodiment of a ‘Big Data’solution for multichanneladvertising, marketing, mediaand audience activation.Leaders in big data acrossmarkets have generallyoutperformed their peers,sometimes by as much as 20%- 30%
  42. 42. 42Marketing strategy
  43. 43. 43Focuson
  44. 44. Define what to look at before diving into theenormous data pool Set initial KPI (and the data sets tomeasure it). If you don’t know areasonable KPI, then pick one to do abenckmark later. Compare your initial KPI with the latestresult Adjust you initial KPI when the estimationis way off schedule. Keep ROI in mind.44DataInsights&DecisionsInitial KPI Result KPICPL 15€ CPL 20€Initial KPI Result KPI New KPICPL 15€ CPL 20€ 17€Initial KPICPL 15€
  45. 45.  How did your KPI’s perform?• Split each channel• Create sub KPI’s if needed Optimise or delete media channelsaccording to their result ofter youtested thoroughly– What can be done to improve them– Or is it obvious the chosen mediachannelisn’t working.– Make common sense decisions !!!45DataInsights&DecisionsChannel Initial KPI Result KPIPaid Search CPL 15€ CPL 20€Display CPL 30€ CPL 31€RTB CPL 20€ CPL 10€
  46. 46.  Maximize theresult byleveraging theright media In this case:Invest in othermedia coulddeliver 216%more leads inWave3 thanWave146DataInsights&DecisionsChannel Initial KPI Result KPI budget LeadsPaid Search CPL 15€ CPL 20€ 15000 1000Display CPL 30€ CPL 31€ 30000 1000RTB CPL 20€ CPL 10€ 20000 100065000 3000Channel Initial KPI Result KPI budget LeadsPaid Search CPL 15€ CPL 15€ 25000 1666RTB CPL 20€ CPL 10€ 40000 400065000 5666wave1wave2Channel Initial KPI Result KPI budget LeadsRTB CPL 20€ CPL 10€ 65000 650065000 6500wave3+112%+216%
  47. 47. Performance Marketing:Digital Darwinism47Image from MeTheMedia.com

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