This document summarizes a social media and digital marketing short course. It discusses topics like creativity vs data, ROI, cookies, GDPR, viewability, interactivity, and data-driven advertising. It also covers the use of data in digital marketing, including targeting, re-targeting, and how data is used to optimize campaigns. GDPR and its impact on digital advertising are briefly discussed, including changes to how consumer data is collected and used.
Our 2016 Social Media Survival Guide provides the What, Why and How to succeed this year, with a look at the Three Core Pillars of Social Media – Data, Creative & Amplification.
People are the Media (DDB Edmonton Edition)Eric Weaver
EDMONTON, AB, CANADA - April 28, 2010 - This is a revised edition of the keynote I gave at the Microsoft Social Media 201 Conference, with updates for DDB Edmonton clients.
AUDIENCE: Marketers, advertisers, brand managers
OPPORTUNITY: To rethink traditional approaches to marketing to leverage both traditional AND social means, to create engagement, influence and activation, rather than mere "awareness" or conversation.
In recent years we have seen explosive growth in disposable content – from users and brands alike. And today, 1/3 of most viewed Instagram Stories are now created by businesses.
This webinar looks at the rise of Stories – and explores the psychology behind disposable content, how brands are using it creatively and how paid media can be used for amplification and targeting.
Goldsmiths Social Media Markting Course - 9th Nov - Discovering the essence of each social network by looking at the words of their CEO's. More details at: http://www.gold.ac.uk/short-courses/social-media-marketing/
http://www.christopherhogg.net
What's Next: Impact of Technology on Consumer BehaviorOgilvy Consulting
What are companies doing in the financial services industry to succeed at targeting a younger generation?
How did we get to a state in which we trust technology more than a face-to-face conversation?
Josh Peter, Senior Experience Designer at Ogilvy, leads this session on the business impact of technology on consumer behavior.
Our 2016 Social Media Survival Guide provides the What, Why and How to succeed this year, with a look at the Three Core Pillars of Social Media – Data, Creative & Amplification.
People are the Media (DDB Edmonton Edition)Eric Weaver
EDMONTON, AB, CANADA - April 28, 2010 - This is a revised edition of the keynote I gave at the Microsoft Social Media 201 Conference, with updates for DDB Edmonton clients.
AUDIENCE: Marketers, advertisers, brand managers
OPPORTUNITY: To rethink traditional approaches to marketing to leverage both traditional AND social means, to create engagement, influence and activation, rather than mere "awareness" or conversation.
In recent years we have seen explosive growth in disposable content – from users and brands alike. And today, 1/3 of most viewed Instagram Stories are now created by businesses.
This webinar looks at the rise of Stories – and explores the psychology behind disposable content, how brands are using it creatively and how paid media can be used for amplification and targeting.
Goldsmiths Social Media Markting Course - 9th Nov - Discovering the essence of each social network by looking at the words of their CEO's. More details at: http://www.gold.ac.uk/short-courses/social-media-marketing/
http://www.christopherhogg.net
What's Next: Impact of Technology on Consumer BehaviorOgilvy Consulting
What are companies doing in the financial services industry to succeed at targeting a younger generation?
How did we get to a state in which we trust technology more than a face-to-face conversation?
Josh Peter, Senior Experience Designer at Ogilvy, leads this session on the business impact of technology on consumer behavior.
Here you have it, 10 pills of wisdom on technology, culture, Internet and consumers. Collected during the The Next Web conferences 2014. Brought to you by @asorianoiniesta and myself @simonvano.
SOCIAL MEDIA - Connecting the World with BusinessesNicoleElmore.com
http://NicoleElmore.com Strategic Marketing Solutions
We are a full-service marketing agency and we help our clients reach their maximum marketing potential.
Whether you need a new website, a results-oriented redesign of your current one, a powerful logo, a solid marketing strategy to generate more leads, or a plan to improve your conversions, we can do it all. Contact us today for a free consultation so we can help you reach your marketing goals!
"Social media now accounts for 18% of all time spent online." (WordPress Hosting SEO)
It's important for businesses to learn about how consumers are using social media to maximize prospect engagement, relationship building, lead generation, and sales conversions.
Share this presentation with other business owners to help!
This presentation was created by Nicole Elmore, Business Consultant & Marketing Strategist
Does your business need help?
Get a free consultation: http://NicoleElmore.com
Did you like this presentation?
More great tips at http://NicoleElmore.com/Blog
or http://EntrepreneurLead.com
All request please fwd to wah17@yahoo.com.My linkedin is wah17@yahoo.com.A copy of the full research is here:
http://www.scribd.com/share/upload/4814477/2dx6gqho7w9gwvvrwbhq
The Web is a Visual World, where Visual Content Rules!
See how you can Master it in Social Media and Beyond, on this keynote for the latest Design-LobbyForum by XPLAIN' founder Stefanos Karagos.
http://XPLAIN.co
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
CTAA - Defining 2016: Social Media & Digital Trends in Multifamily Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Pittsburgh Nonprofit Summit - Technology & Social Media GPNP
You are probably aware of the Pittsburgh Day of Giving through Pittsburgh Gives, and you have heard that there are online tools out there that can help you raise money; but how can you optimize your Pittsburgh Gives opportunity and where do you find those online tools? Online funding platforms are becoming increasingly popular and mobile networks are also entering this realm. Join our panel of experts and learn about the various ways you can use funding platforms and mobile networks to increase giving.
What is social media? How can your organization effectively use social media tools including Facebook, Twitter, blogs, and YouTube to gain a competitive advantage and win new customers and donors? Learn how to join the conversation online and use social media to reach influencers that will spread your message to their communities.
Tactica is pleased release an update to The Conversation - An Introduction to Social Media - an introductory seminar exploring the power of social media by Kevin Glasier.
Social media is one of the fastest growing categories on the web and it offers unlimited potential for public relations and marketing professionals. This presentation provides:
• A definition of social media;
• 10 keys to social media success;
• an overview of social media tools; and
• social media myths.
The updated presentation was given to The Certified Management Accountants of Manitoba and at Going Barefoot – a conference for non-profit communicators.
10 wisdom pills from The Next Web ConferencesAgustín Soriano
We have condensed what we found more inspiring at The Next Web conferences 2014. 10 pills of wisdom about technology, culture, Internet and consumers. Brought to you by Agustín Soriano and Simon van Oldeenbek, from the Planning department of JWT Amsterdam.
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
How to Use Social Media for Your Brand - Social Media Week New York TakeawaysScreenburn
All digital marketers worth their salt are well aware that
content is important to any effective digital strategy
today, but making that content emotionally engaging
and shareable for your target audience was one of the main
topics discussed at Social Media Week in New
York 2014.
We've put together some takeaways from key panels including insight from industry leaders such as Buzzfeed, Upworthy and a number of international entertainment brands.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
Here you have it, 10 pills of wisdom on technology, culture, Internet and consumers. Collected during the The Next Web conferences 2014. Brought to you by @asorianoiniesta and myself @simonvano.
SOCIAL MEDIA - Connecting the World with BusinessesNicoleElmore.com
http://NicoleElmore.com Strategic Marketing Solutions
We are a full-service marketing agency and we help our clients reach their maximum marketing potential.
Whether you need a new website, a results-oriented redesign of your current one, a powerful logo, a solid marketing strategy to generate more leads, or a plan to improve your conversions, we can do it all. Contact us today for a free consultation so we can help you reach your marketing goals!
"Social media now accounts for 18% of all time spent online." (WordPress Hosting SEO)
It's important for businesses to learn about how consumers are using social media to maximize prospect engagement, relationship building, lead generation, and sales conversions.
Share this presentation with other business owners to help!
This presentation was created by Nicole Elmore, Business Consultant & Marketing Strategist
Does your business need help?
Get a free consultation: http://NicoleElmore.com
Did you like this presentation?
More great tips at http://NicoleElmore.com/Blog
or http://EntrepreneurLead.com
All request please fwd to wah17@yahoo.com.My linkedin is wah17@yahoo.com.A copy of the full research is here:
http://www.scribd.com/share/upload/4814477/2dx6gqho7w9gwvvrwbhq
The Web is a Visual World, where Visual Content Rules!
See how you can Master it in Social Media and Beyond, on this keynote for the latest Design-LobbyForum by XPLAIN' founder Stefanos Karagos.
http://XPLAIN.co
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
CTAA - Defining 2016: Social Media & Digital Trends in Multifamily Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Pittsburgh Nonprofit Summit - Technology & Social Media GPNP
You are probably aware of the Pittsburgh Day of Giving through Pittsburgh Gives, and you have heard that there are online tools out there that can help you raise money; but how can you optimize your Pittsburgh Gives opportunity and where do you find those online tools? Online funding platforms are becoming increasingly popular and mobile networks are also entering this realm. Join our panel of experts and learn about the various ways you can use funding platforms and mobile networks to increase giving.
What is social media? How can your organization effectively use social media tools including Facebook, Twitter, blogs, and YouTube to gain a competitive advantage and win new customers and donors? Learn how to join the conversation online and use social media to reach influencers that will spread your message to their communities.
Tactica is pleased release an update to The Conversation - An Introduction to Social Media - an introductory seminar exploring the power of social media by Kevin Glasier.
Social media is one of the fastest growing categories on the web and it offers unlimited potential for public relations and marketing professionals. This presentation provides:
• A definition of social media;
• 10 keys to social media success;
• an overview of social media tools; and
• social media myths.
The updated presentation was given to The Certified Management Accountants of Manitoba and at Going Barefoot – a conference for non-profit communicators.
10 wisdom pills from The Next Web ConferencesAgustín Soriano
We have condensed what we found more inspiring at The Next Web conferences 2014. 10 pills of wisdom about technology, culture, Internet and consumers. Brought to you by Agustín Soriano and Simon van Oldeenbek, from the Planning department of JWT Amsterdam.
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
How to Use Social Media for Your Brand - Social Media Week New York TakeawaysScreenburn
All digital marketers worth their salt are well aware that
content is important to any effective digital strategy
today, but making that content emotionally engaging
and shareable for your target audience was one of the main
topics discussed at Social Media Week in New
York 2014.
We've put together some takeaways from key panels including insight from industry leaders such as Buzzfeed, Upworthy and a number of international entertainment brands.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
We help companies that put their customers first, to transform their digital model into a user-centric business and manage audience buying independently.
Social Media’s Return On Investment – When Will We Get Buy-in?Donald Schwartz
Presentation Slides: NYC Social Media Club 6/17 Meeting w/Josh Chasin, Chief Research Officer, comScore, Inc. & David Binkowski, Director of Word of Mouth Marketing at MS&L. Moderated by: Donald Schwartz, Imagelink Productions
The Truth Behind Social Advertising with Simply Measured Katana Media
In 2017, the global advertising industry is projected to reach $510 billion in spend, and digital advertising is poised to account for $202 billion in market share. With investments at this scale, it’s incredibly important that brands and agencies are accurately managing and measuring attribution effectively across all channels. Social media is one of the fastest growing categories of digital, yet it’s reported that nearly 50% of social referrals occur outside of a social network, subsequently becoming unmeasurable.
For this installment of our monthly webinar series, Katana’s Executive Chairman, Andreas Roell, partnered with Colin Zalewski, the Product Marketing Manager at social media analytics platform, Simply Measured, Inc.
Copyright, ASHRAE 2011. Presented by Greg Martin, ASHRAE manager of advertising sales, to the Air Movement and Control Assocation International. Comments and questions should go to gmartin@ashrae.org
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
A look at client-agency relationships. Mark Linder
A look at how the business partnership between client and agency has been more shaped by the media and business model, than advertising proposition. Keynote at National eMedia Conference, Helsinki, 2007 Mark Linder, WPP
This guide is produced free by the Institute of Creative and Cultural Entrepreneurship. It is for Artists, Start-ups, Charities and Cultural Entrepreneurs. It offers a powerful and unique human perspective on digital marketing and the power of social media.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
2. THE ROAD WE TRAVEL TODAY
Creativity V Data -
Understanding Data – The test
ROI -
Cookies – Show Ghostery
GDPR
Look at your videos.
Viewability
Interactivity
Cookieless advertising
Data Driven advertising
7. REPORTING WISDOM
Ad Agencies spend about 60% of their time creating reports for their
clients. They hate it.
Even though the reports can be automated, it is valuable to analyse a
report to actually get to know the client.
8. DATA AND CREATIVITY – AI DOC.
Which do you feel is more important?
What comes first data or creativity?
What things can’t a computer improve?
10. • Oct 1994 – 1st Online ad appeared in Hot Wired Magazine.
• Advertisers were Zima, Club Med and AT&T
• 468x60 – pixel size – filled horizontal length of maximised
browser. ( We had 15 inch screens back then).
• First form of advertising to offer accurate measurement
• Click Through Rate Born! - Very high at first.
• You can find an Oral History of the first banner ad by
clicking here.
11. WHAT MAKES DIGITAL AD
DISTINCT?
• Interactivity – Click Here!
• Measurability – ROI
• Targetability - Like never before
• Flexibility – A defining trait.
12. Types of Targeting
When using an ad server
Site
Date
Time
Browser
Connection
Speed
Operating System
IP address
Frequency Capping
Internet Service Provider
Geo-IP
Key-word and key value
Cookie-targeting
Re-targeting
Optimisation Engines
S
T
A
N
D
A
R
D
Contextual/behavioural combined
R
E
T
A
R
G
E
T
I
N
G
Surround sessions
Contextual
I
N
T
E
N
T
I
O
N
A
L
Audience Segmentation
Tastes and interests
13. Expressed as % of clicks to impressions
CTR (Click Through Rate)= X/Y = CTR
Y = 1,000,000 impressions
X = 10,000 clicks
(10,000 / 1,000,000)x100 = 1% CTR
There is one big problem with a CTR.
THE BASIC CURRENCY OF ONLINE DISPLAYADS.
Your logo here
14. Think of engagement data as the chemical
reaction between the viewer, the viewability of
the story, the offer, and how busy that person
was at the time.
A high CTR doesn’t mean that
you will sell more products.
15. THESE TOOLS COME FROM MARKETING AND
SO AUDIENCE DATA IS LIKE THIS.
Marketers don’t care about the name of each animal – just the direction of the
animals.
17. WE COULD NEVER MEASURE THIS
BEFORE
The chance of an Web user clicking on an ad and
going straight to the purchase page is about as
likely as a pedestrian hailing a taxi and asking the
driver to take him or her directly to the place
advertised on the side of the cab – VERY SMALL.
It is more likely the user will make
a note and visit later. Online,
you can measure exactly this:
the branding effect.
18. User Sees a banner, remembers it,
but DOES NOT CLICK
Goes to site within 90
days and buys
something
User Gets another
cookie set in
browser
Cookie sent back
To adserver / agency
Adserver sets a cookie set in
internet browser
Events
Correlated
POST CLICK AND POST VIEW
19. 19
CPM:
CPM = “Cost Per Thousand”
In Traditional advertising “1,000” = viewers or readers
In Internet advertising “1,000” = impressions
“M” is the symbol for the Roman numeral 1,000
The benchmark for pricing of traditional media
How much does it cost to reach 1,000 readers or viewers
Calculating the Cost of Media using CPM
1,000,000 impressions
CPM = £10
Calculation is: (1,000,000 / 1,000) * £10 CPM = £10,000 media buy
Calculating the CPM based on the Cost of Media
Cost of media = £10,000
1,500,000 impressions
Calculation is £10,000 / (1,500,000 * 1,000) = £6.66
BASIC PRICING MODEL
20. 20
Impressions = 1,000,000
CPM = £10
Calculation:
(Impressions / 1,000) x CPM = Cost of Media
(1,000,000 / 1,000) * £10 = £10,000
CALCULATING THE COST
OF MEDIA USING CPM
27. To make sure your message gets to the right person.
To measure how engaging the story was.
To try and get you to see the story.
To try and find more of you.
To optimise digital advertising, in campaigns in real time.
WHY IS DATA USED ROUND UP
30. Source: Tim Armstrong, Google SES, 2005
• Achieve greater brand impact through intelligent targeting
• Improve performance by maximising relevancy and minimising wastage
• Contextual ads scan content before placing ad
CONTEXTUAL ADVERTISING
42. CLASS LINKS
Pay with a smile at KFC in China
http://www.alizila.com/alipay-launches-smile-to-pay-commercial-use/
The latest use of image recognition technology is from Alibaba’s Alipay, which is
allowing customers to pay with a smile. Initially just in one restaurant (possibly
to allow intensive monitoring…), it’s a nice twist on the ‘pay with a selfie’ idea.
Store Analytics with floor level cameras
https://www.hoxtonanalytics.com/
I went to an event this week on the future of retail, and one of the companies
mentioned was this analytics company that measures footfall, inc
producing a dashboard and visualisations, simply by filming people’s shoes as
they enter and leave stores or malls. They even say they can tell the gender of
the shopper (presumably based on style and size of foot…) Sometimes the
great ideas are the simple ones!
https://www.youtube.com/watch?time_continue=52&v=4X6ZpOp3dkE
43. Brand Safety aka – content verification tools
CV products block or report, in real time, the serving of an online advertisement onto
destinations that have been defined as inappropriate to the campaign.
This refers to any words that are deemed by the advertiser to be unsuitable for a campaign,
including brand conflicting content.
These tools mostly send blank ads when they detect a negative page. In RTB this wastes a lot
of money. Only Grapeshot and Double verify can now block sites at a bidding level.
A serious issue for all these guys is - Lack of source level transparency is primarily an
unfortunate side effect of inventory “daisy-chaining” (or inter-network reselling)
44. Is re-targeting the solution to the problems of
digital marketing?
What are the other options?
QUESTIONS
Your logo here
50. TARGET GROUP
Interests: Parenting Teenagers, UCAS, A-level, Higher education or
Screenwriting and Parents: Parents with teenagers (aged 13-18) or
Parents with adult children (aged 18-26)
60. TARGET GROUP
Custom audience of Teachers and A-Level UCAS related Influencers FE
influencers
61. TWITTER TOP LEVEL STATS
Tweet engagements
2807
Engagement rate
0.90%
Cost per engagement
0.36
Clicks
1474
Media engagements
1307
Retweets
11
Replies
3
Follows
12
Video Views
167376
Cost per view
1
view Rate
54
62. POSSIBLE COURSES OF ACTION
PLUMB THE DEPARTMENTS SOCIAL MEDIA ACCOUNTS INTO THE
FACEBOOK ADVERTISING AND TWITTER ADVERTISING PLATFORMS AT A
DEEPER LEVEL.
COMPLETE THE DATA CIRCLE IN TERMS SOCIAL MEDIA AND
APPLICATIONS SO WE SEE REAL ROI IMPACT
SIMPLIFY RHUL LANDING PAGES. INCLUDE MORE VIDEO CONTENT.
HAVE APPLICATION LINKS ON SOCIAL MEDIA ACCOUNTS
CREATE LOOKALIKE POOLS ON FACEBOOK AND TWITTER
MORE STUDENT LED ADVERTISING.
MORE DIVERSITY
63. GDPR
The amount of data collected about us has risen exponentially. But
where is that data, who owns it and who uses it?
European General Data Protection Regulation (GDPR), which will come
into force on May 25 2018
it replaces the previous 1995 data protection directive, which current
UK law is based upon
64. GDPR
Where GDPR differentiates from current data protection laws is that
pseudonymised personal data can fall under the law – if it's possible
that a person could be identified by a pseudonym.
These include allowing people to have easier access to the data
companies hold about them, a new fines regime and a clear
responsibility for organisations to obtain the consent of people they
collect information about.
65. GDPR
massive data breaches, including millions of Yahoo, LinkedIn, and
MySpace account details. Under GDPR, the "destruction, loss, alteration,
unauthorised disclosure of, or access to" people's data has to be
reported to a country's data protection regulator
The ICO has to be told about a breach 72 hours after an organisation
finds out about it and the people it impacts also need to be told.
66. GDPR
GDPR also gives individuals a lot more power to access the information
that's held about them
requests for personal information can be made free-of-charge
people must be provided with an explanation of a decision made about
them.
fines of up to €10 million or two per cent of a firm's global turnover
(whichever is greater). Those with more serious consequences can have
fines of up to €20 million or four per cent of a firm's global turnover
(whichever is greater).
67. GDPR
WHAT IS PERSONAL DATA?Personal data can be anything that allows a
living person to be directly or indirectly identified. This may be a name,
an address, or even an IP address. It includes automated personal data
and can also encompass pseudonymised data if a person can be
identified from it.
SO, WHAT'S SENSITIVE PERSONAL DATA?GDPR calls sensitive personal
data as being in 'special categories' of information. These include trade
union membership, religious beliefs, political opinions, racial
information, and sexual orientation.
68. IMPACT ON DIGITAL ADVERTISING
Regarding the implication on digital marketing, it looks like location, IP
and device ID will be included.
Consumers are now going to need to be re-informed about what data
is being collected on them, and will need to be offered a way of opting
out.
End or Re-targeting.