Digital marketing has grown to $100 billion worldwide. It includes display advertising, search marketing, social media marketing, and affiliation marketing. Display advertising uses banners and other ad units to target users based on location, behaviors, and demographics. Search marketing involves search engine optimization to increase organic search traffic and search engine marketing by bidding on keywords. Social media marketing utilizes platforms like Facebook to target users based on interests and connections. Affiliation programs pay publishers and marketers per action like a sale or form submission. Success across all digital marketing channels is measured using various metrics and goals.

1. Digital Marketing
Overview
by Franck Debane
fdebane@netelio.com

3. Digital marketing =
$100 billions worldwide

4. It all started with...

5. Hi!
Franck Debane
fdebane@netelio.com

6. The purchase funnel...

7. ...and it's variations...

9. ... and the reality...

10. 78% click-through rate

11. Display advertising
the billboard of the digital age

12. Ad units
● Banners: MPU/Leaderboard
○ Format and standards proposed by IAB
○ Interstitial, pop-ups, page skinning
● Started as static images but quickly
animated and interactive
○ have sound, play video
○ overlay: expands into the rest of the page
○ can be games
CTR's average 0.10%

13. Display advertising
Economic models
1. Publishers such as the The Times, Yahoo! or CNN:
a. provide advertising space seen by their users called
inventory
2. Advertisers such as McDonalds, Nike or Dell:
a. buy the inventory to show their ad also called
creative
3. Advertisers pays the publisher on CPM basis
a. CPM : Cost per mille: cost of the advert for thousand
views
Numbers today:
● CPM between $1 to $50
● CTR around 0.10%

14. What influence the CTR and CPM ?
Creative, placement and the user!
Creative and placement:
● Ad unit, type, message, color, animations etc...
● Placement, Ads shown above the Fold
User targeting:
● ROS - Run of Site: no specific targeting
● Contextual - section level, page level
● Behaviours - based on user recorded behaviors (clicks,
time spent on site and other behavioral data)
● Demographics & geo targeting

15. Display advertising
Drawback
● Taking place of content
● Limited to awareness
● Intrusive & distracting user from it's goal
● Banner/right column blindness
● Ad blocker is the most popular Firefox-plugin

16. Banner blindness

17. Ad networks
aggregate small publishers and handle remnant inventory
and sell it to advertiser.

18. Display advertising:
Emerging solutions
Ad Exchange: An ecosystem which allows advertisers,
publishers and ad networks to exchange data, set prices,
and ultimately serve an ad. (+ DSP and SSP)
Real-Time Bidding: Bidding on inventory in real time. A
real-time bid is often dynamically generated based on past
performance of creatives, inventory, user groups, and other
parameters.

19. Display advertising
What does it mean for marketing ?
Pros:
● Association with high profile brands
● Build up awareness of your brand
Cons:
● Not to use in isolation
● Little guarantee of effectiveness
"Needs to be combined with something
else"

20. Search marketing
● Moving away from publishers - content driven
● Into the realm of search - one of most used
application on the internet
○ Google delivers results for 4 billions searches per day

21. ...into a world dominated by Google

22. SEM and SEO

23. SEO - Search Engine Optimization
Watch: What is search engine optimisation.
http://www.youtube.com/watch?v=hF515-0Tduk
The dark science of getting your site as high as possible on
the Google result.
Increase your SEO traffic
=> get more visitors coming from search engine.
How to do it ?

24. SEO - how ?
● Dark science means guru ?
● SEO expert and SEO agencies
● Field in constant change as Google rolls-out improved
version of their algorithm to fight spam, content farm,
link farms etc...
● Search result varies per market and per users
Basically boils down to:
1. Links that lead up to your pages or domains
2. Keyword use on pages
3. Internal link on the site
+ others.
Based on PageRank algorithm

25. http://en.wikipedia.org/wiki/PageRank

26. SEM and SEO

27. Search engine marketing
Search engines allow advertiser to buy links on
results page
Ad are simple, non intrusive text ads
Sold on a cost per click (CPC) basis
The advertiser choose keyword to bid on
The search engine decides which ad to show
based on a CTR * CPC combination

28. Google adwords demo

29. Search marketing: SEM/SEO
● Search engine optimisation SEO - free
● Search engine marketing SEM - $$
● Keyword based targeting
● Google is the leader, followed by Bing
SEM:
● Keyword sold on an auction
● Ads are text based
● Pay per click (PPC) or CPC (starting at €0.01)

30. Search Marketing:
For marketers
● Very powerful.
● User is an active state of search, ready to click
● You pay only for clicks you get
● Keywords can be expensive
Advices for marketers:
● Research keywords
● Your ad: Don't oversell
● Try tune and refine
○ Different message
○ different keywords

31. Affiliation
Result driven model:
● CPA - cost per action
● CPS - cost per sales

33. Affiliation ecosystem
● Affiliation represent %10 to %20 of Amazon sales,
depending on the category
● Main revenue stream for price comparators
● Affiliation gave birth to opportunistic 'businesses'
created around niche that pays
● Making a living for 1000's of little sites
● Smaller advertisers can affiliation platforms
● Small publisher can use them in self-service mode
● Affiliation plafoforms: Zanox / TradeDoubler

34. Affiliation programs example - Zanox

35. Affiliation for marketers
Pros:
● Low risk marketing
● Pay only for sales
● Effective in retail
Side effects:
● generates new potential subscribers
● brand awareness
● improves SEO
Cons:
● no control over where the ads is show
● can damage the brand

37. From Ad Men to Math Men
http://www.youtube.com/watch?v=oH87MtZuBcY

38. Online advertising spend split

39. Social Media Marketing

43. Facebook
Facebook ads demo:
https://www.facebook.com/business/connect
User data => better targeting => more advetiser $$
The likes and fan pages
Feed exposure
If You're Not Paying for It; You're the Product

45. http://www.youtube.com/watch?v=M_eYSuPKP3Y

47. Tracking in the digital world
Metrics: Goal tracking:
- nb of impressions - sales
- nb of clicks - newsletter sign-up
- unique visitors (reach) - followers / facebook fans
- conversions rates - amount sold
- engagement
- bounce rate

48. Measuring marketing efficiency

49. Multivariate testing

51. Many touchpoints

53. Metrics for social medias

55. Thank you
by Franck Debane
fdebane@netelio.com