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Who
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Your actual customer
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In the right moment
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DMA Digital Futures
The document outlines an agenda featuring various speakers discussing impactful topics in digital marketing, including programmatic advertising, marketing automation, and the evolving role of social media. Key insights include the transformations driven by technology, audience engagement strategies, and the rise of programmatic media that allows for customized ad targeting. The discussions highlight the importance of data-driven approaches and real-time engagement to improve marketing efficacy.
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DMA Digital Futures
- 2. Todays agenda 9.50 -Matt Smith - equimedia How programmatic is transforming digital advertising 10.20 – Stephen Yeo – Panasonic The next step in marketing evolution 10.50 - break & opportunity to network 11.10 - Claire Snook – Sixth Sense Social Why Social Media is becoming critical for all businesses 11.40 - Darragh Daunt – Google The important trends in marketing today 12.20 - Panel discussion 12.40 - Closing remarks
- 3. David Reed, Chairman Editor- DataiQ Welcome!
- 4. Matt Smith, equimedia MediaPlanning Manager @equimedia How programmatic is transforming digital advertising
- 5. How programmatic is transformingdigital advertising Matt Smith Media planning manager #digitalfutures @equimedia
- 6.
- 7. A changing medialandscape
- 8.
- 9. Speed and adoptionof growth IAB Media Owner Sales Techniques 2014 Report
- 10. Rise of themachines?
- 11. The benefits ofprogrammatic Customised audience targeting Relevance Efficiency Reach and scale Measurement and optimisation
- 12. The age ofprogrammatic Technology PeopleData
- 13. “Programmatic is definedas the harmonious relationship between human insight, data and technology to serve relevant ads to users as they move between various channels and touch points.”
- 14. Putting data atthe heart of it
- 15. Think about youraudience
- 16.
- 17.
- 18. A great examplefrom Kit Kat
- 19.
- 20. Quality content isimportant
- 21.
- 22.
- 24. Looking ahead: the growingrole of programmatic
- 25. Cross-channel view ofthe consumer
- 26. Programmatic is expanding intoother channels
- 27. Programmatic video inaction
- 28. Programmatic ad spendis on the rise IAB Media Owner Sales Techniques 2014 Report
- 29. The programmatic ageis here
- 30. Getting the balanceright Technology PeopleData
- 31. “Programmatic is definedas the harmonious relationship between human insight, data and technology to serve relevant ads to users as they move between various channels and touch points.”
- 32.
- 33. Stephen Yeo, Panasonic MarketingDirector The next step in marketing evolution
- 34. 34 The Next Stepin Marketing Evolution Bristol, 7th July 2015 Stephen Yeo, Marketing Director, Panasonic System Communications Europe
- 35. 35 Agenda • Introduction • ABrief History of Marketing • The next evolutionary step • What is Marketing Automation? • How it can drive one-to-one conversations • Example of results
- 36. 36 Agenda • Introduction • ABrief History of Marketing • The next evolutionary step • What is Marketing Automation? • How it can drive one-to-one conversations • Example of results
- 37. 37 Panasonic Global Business 70%B2B in 2014-15 Appliances company AVC Networks Company Eco Solutions Company Automotive and Industrial Systems Company Introducing Panasonic Founded 1918 294K employees $75B annual revenue Over 15K products Ranked #1 patent producer 2013
- 38. 38 Marketing & salescompanies R&D and other companies Manufacturing company Operates in more than 35 countries HQ in Wiesbaden, Germany and Bracknell, UK Employs more than 10,000 people in Europe and CIS European Manufacturing and R&D Panasonic in Europe
- 39. 39 Bringing together 15product ranges: Multi-functional printers SIP terminals PBX telephone switches Professional scanners Security products Access control Cameramanager Broadcast products Industrial medical vision Professional display Projectors Panaboard Rugged mobile PC and tablets Mobile printers EPOS Fire alarm Panasonic System Communications
- 40. 40 Agenda • Introduction • ABrief History of Marketing • The next evolutionary step • What is Marketing Automation? • How it can drive one-to-one conversations • Example of results
- 41. 41 The Evolution ofMarketing Feasible Audience Segmentation MessageContent StaticDynamic Millions Thousands Goal Hundreds One
- 42. 42 Economic and Technicalfeasibility – Wave 1 Feasible Audience Segmentation MessageContent StaticDynamic Millions Thousands Hundreds One
- 43. 43 Then came thephone and computers
- 44. 44 Economic and Technicalfeasibility – Wave 2 Feasible Audience Segmentation MessageContent StaticDynamic One to Millions One to Thousands One to Hundreds One to One
- 45.
- 46. 46 Economic and Technicalfeasibility – Wave 3 Feasible Audience Segmentation MessageContent StaticDynamic Millions Thousands Hundreds One
- 47. 47 Agenda • Introduction • ABrief History of Marketing • The next evolutionary step • What is Marketing Automation? • How it can drive one-to-one conversations • Example of results
- 48. 48 Why could wenever create a one-to-one dialogue… that was economic?
- 49. 49 Alan Turing test definitionof intelligence: a computer is intelligent if and only if the test fails to distinguish it from a human being.
- 50. 50 Campaign-of-one test definition ofcampaign-of-one: a campaign-of-one is where a computer can address a person with a campaign that makes that person feel they are directly being spoken to about their needs and that triggers response. The only way to make it economic for 99% of cases
- 51. 51 This is solvedwith Marketing Automation
- 52. 52 Economic and Technicalfeasibility – Wave 4 Feasible Audience Segmentation MessageContent StaticDynamic Millions Thousands Hundreds One
- 53. 53 Agenda • Introduction • ABrief History of Marketing • The next evolutionary step • What is Marketing Automation? • How it can drive one-to-one conversations • Example of results
- 54. 54 Marketing Cycle Suspect Customer Prospect Sales andChannels Awareness Lead generation Installed base marketing Closing tools Infrastructure
- 55. 55 Marketing Automation feedspipeline Marketing Automation CRM Suspect Customer Prospect Sales and Channels
- 56. 56 CRM and MATalways in sync
- 57. 57 What is MarketingAutomation? Database Suspects & customers Data cleaning Data enhancement Campaigns Defined audience to database segment Undefined audience campaigns (trade shows, inbound web leads) Campaigns can be automated using templates
- 58. 58 Design studio Emails, responseweb pages, forms Receives all unqualified leads Web Trade shows Email Lead scoring Lead routing What is Marketing Automation? (2)
- 59. 59 Build campaigns Assets • Emails •Forms Workflow logic Lead scoring Data set • Target suspects
- 60. 60 Trigger campaign onactivity/change in data value in salesforce.com Trigger campaign on interaction with your company via website Respond to a prospect filling out a form, visiting your pricing page etc Trigger campaign based on email behaviour Respond to prospect clicking link in email, opens email etc Real-time Event-trigger
- 61. 61 Agenda • Introduction • ABrief History of Marketing • The next evolutionary step • What is Marketing Automation? • How it can drive one-to-one conversations • Example of results
- 62. 62 How do wecreate 1-2-1 adverts? Marketing Automation Lead scoring, Auto-form fills Advertising Behavioural targeting, Contextual targeting, Re-targeting Individual in Marketing Database Trigger = Lead score, Target Customer etc Advert For the first time we can show a unique advert economically to a single individual.
- 63.
- 64.
- 65.
- 66. 66 Agenda • Introduction • ABrief History of Marketing • The next evolutionary step • What is Marketing Automation? • How it can drive one-to-one conversations • Example of results
- 67. 67 These examples are NOTusing the recently announced Ad-bridge technology
- 68. 68 Each contact worksharder Collect contacts at Trade shows Inbound calls and forms Create a long relationship Newsletters Invites Promotions
- 69. 69 Example: Integrated SystemsEurope Our biggest annual tradeshow 10-12 February 2015, Amsterdam €60M pipeline
- 70. 70 Booth visitor growththrough engagement 0 500 1000 1500 2000 2500 ISE 2013 ISE 2014 ISE 2015 Existing New Scannedboothvisitors Marketointroduced Engagement Engagement 10 Feb – 26 Mar 2015 283 click email link 231 visit web
- 71. 71 New customers permonth growing
- 72. 72 Marketing Assisted Pipeline €78,187,728 € 130,566,451 € 176.973.954 € 0 € 50,000,000 € 100,000,000 € 150,000,000 € 200,000,000 FY12 FY13 FY14 Marketo
- 73.
- 74. 74 Marketing campaigns peryear 1 campai gn every 2.2 workin g hours 174 380 902 Campaign every 2 working hours (48 weeks per year)Marketo One campaign every 2 working hours
- 75.
- 76. Claire Snook, SixthSense Social Media Group Head @6thsensesocial Why Social Media is becoming critical for all businesses
- 77. sixthsensesocial.co.uk Social media & marketing ClaireSnook social media group head, sixth sense #DigitalFutures @6thsensesocial
- 78.
- 80. Talk (and sell)directly to your audience
- 81. Global snapshot • 7.2billion people • 3.01 billion internet users • 2.07 billion active social accounts
- 82.
- 83. 2.2 hours/day 2.7 hours/day 4.3hours/day 0.7 hours/day 2.4 hours/day Time spent on social media
- 84. 2015 Stats 94% Tumblr’sYoYactive user-base growth. Facebook’s dropped 8%. 56% Snapchat’s yearly growth rate. 46% Instagram growth year-on-year. It’s now bigger thanTwitter. 50x more engagement on Instagram thanTwitter Facebook serves more video views thanYouTube.
- 85. Active users 1,415 288 300 73 347 - 200 400 600 800 1,000 1,200 1,400 1,600 FacebookTwitter Instagram Pinterest LinkedIn Active Users (in millions)
- 86. - 0.5 1.0 1.5 2.0 Facebook Twitter InstagramPinterest LinkedIn UK average daily use (hours) Daily use
- 87. Benefits of socialmedia Talk directly to your customer get insight into their behaviour needs wants connect for meaningful relationships Increase traffic Monitor reputation Customer service
- 88. The limits haven’tbeen reached
- 90. Selling on socialmedia
- 91.
- 92. Performance Summary 99.4% ofconversations took place externally from MCD social channels 1,152,287 1,082,248 3 mins
- 93. Talking to youraudience
- 94. Your audience Who arethey? Where are they? What do they say? Who do they listen to?
- 95.
- 96. Taylor Swift vsKaty Perry followers
- 97. Social strategy Building relationshipstakes time Your role is supportive advisory authoritative Help them decide to buy rather than asking them for the sale
- 99. The building blocks Objectives &Goals Audit Plan Profiles Publish Channels Influencers Competition Evaluate Adjust
- 100. The best wayto boost ROI? Listen and respond to your audience. Don’t forget…. People who follow you may not be customers – yet
- 101. The importance ofinfluencers Community authority They speak people listen
- 106. Big influencers Influencers operateat every level: International National Regional Local Community
- 107.
- 108.
- 109. If you buildit, they will come.
- 110. Content Don’t play the numbersgame Make it personal Be human Be yourself
- 111. Don’t be scared Splittest content Monitor responses Be open and honest
- 112. Good content BMJ infographicFordMustang Vine
- 113.
- 115. ASB Bank Enter byliking More likes, lower the rate Real-time 21,496 entries 17,778 leads 229 conversions NZ$4.5 million in revenue
- 116. BT’s cost reduction Customerservice Improved relationships Increased loyalty £2 million / year
- 117. Free Stuff Followerwonk Dig deeperintoTwitter analytics Topsy Search and analyse the social web Feedly Aggregate content from around the web in one place
- 118. And finally… If you’reunsure about using social media for this particular generation, I can guarantee the next one will absolutely be on social
- 119.
- 120. Darragh Daunt, Google Headof Platform Sales Thinking with Google
- 121. Thinking with Google DarraghDaunt Head of Platform Sales, Independent Agencies
- 122. Google Confidential &Proprietary Agenda ● Data-driven storytelling ● The shift to HTML5 ● Vertical video taking over ● Thinking with Google WHAT WE’LL COVER TODAY:
- 123. Google Confidential &Proprietary Agenda ● Data-driven storytelling ● The shift to HTML5 ● Vertical video taking over ● Thinking with Google WHAT WE’LL COVER TODAY:
- 124. Google Confidential &Proprietary [proh-gruh-mat-ik] Who Organisation to customer centric Your actual customer vs. assumed audience Where Campaign to always on In the right moment What One message to personalised Right story, delivered in context
- 125. Google Confidential &Proprietary on site age gender search interest device who
- 126. Google Confidential &Proprietary who You’re selling coffee machines... Target audience: Traditionally defined by your organisation and historical info ABC1 30-35 Female
- 127. Google Confidential &Proprietary know your actual customers find the right prospective customers eliminate waste Smarter segmentation signals in the digital age Fashion forward who Mom Food apps Travel tips In market Income
- 128. Google Confidential &Proprietary where Reach your customers at the moments that matter alarm 8:00am map 12:00pm news 8:00pm news 9:00am trip advisor 2:45pm shop 10:00pm social 10:00am video 4:45pm social 11:00pm social 10:00am video 4:45pm shop 10:00pm
- 129. Google Confidential &Proprietary An ad in front of the right person at the right time is not enough.
- 130. Google Confidential &Proprietary what Challenges for digital creatives today ● Media tech receives more investment than creative tech ● Data is rarely shared with creatives ● RTB means less lead time for creatives ● HTML5 is not fully embraced ● While media budgets in digital are increasing, creative budgets often decrease Frequency with which marketers use data signals to adapt creative messages 41% 2% 27% Source: eMarketer “The Rise of Creative in a Programmatic World”, Feb 12, 2015
- 131. Google Confidential &Proprietary “To get real value out of programmatic, we have to get the creative right, and truly hold our consumers’ hands through their journey with Coca-Cola with relevant messaging. Without the right message, programmatic buying will not reach it’s full potential. To make this happen at scale, we have to revisit our internal process and our processes with media and creative agencies.” ~ Johan Houban, Global Head of Programmatic, Coca-Cola
- 132. Source: (1) Adexchanger;(2)MyThings Creative Best Practices Creative matters Creative variables account for more than half of the total sales impact of a campaign Dynamic messaging has a 50% higher CTR compared to static messaging what
- 133. Google Confidential &Proprietary what Five Tactics for improved digital storytelling 3) Capture data with every Engagement and use the signals to develop a story over time 4) Develop Multi-screen experiences in HTML5 1) Audience driven comms strategies for each segment 2) Deliver messaging in the right context & moment 5) Measure what works for each audience segment, message, and format
- 134. Google Confidential &Proprietary whatNSW Rural Fire Service - Australia geo, smart bid optimisation, sequential messaging Fire feed powers the creative based on geo within 30 seconds increased bid ceiling for at risk areas CTR increased by 530% 73% of people in the high risk area saw the ad
- 135. Google Confidential &Proprietary what
- 136. Google Confidential &Proprietary what
- 137. Google Confidential &Proprietary what Peugeot Turkey unifies it’s digital marketing & leverages dynamic creative to reduce costs and improve cross channel decision making Jul14 Aug14 Sept14 Oct14 Nov14 Dec14 15% monthly drop in cost per lead 98% reduction in creative costs 98% shift to always on strategy with deeper consumer insight
- 138. Google Confidential &Proprietary Agenda ● Data-driven storytelling ● The shift to HTML5 ● Vertical video taking over ● Thinking with Google WHAT WE’LL COVER TODAY:
- 139. Google Confidential &Proprietary Devices have shifted to HTML5 TV & Game Consoles Tablets Phones E-Readers Desktop
- 140. Google Confidential &Proprietary The web and mobile OSs are shifting to HTML5 Browsers pause Flash plug-in by default Mobile OSs don’t support Flash Publishers are shifting to HTML5 to enable better mobile experiences. Inventory available for Flash ads is declining. This means a backup image will show instead of your ad. Publishers are moving to HTML5 To become more power efficient, browsers are pausing Flash content. This means Flash ads will not animate unless a user clicks. 0%of mobile OSs support Flash
- 141. Google Confidential &Proprietary New battery-saving setting in Chrome impacting ads Flash ads to be click-to-play!
- 142. Google Confidential &Proprietary 142 Flash vs. HTML5 device support Flash vs HTML5 acceptance reached a tipping point in 2012, but required the development of creatives in both languages to get maximum reach. This is now no longer the case. Creatives can now shift to one authoring mode of HTML5. As of May 2015, ~96% of desktop browsers support HTML5
- 143. Google Confidential &Proprietary DoubleClick can help! Convert Standard Flash assets in DCM & DBM Template Generator & Studio Layouts for quick creation Design & develop in HTML5 from scratch or templates Hand Code for greater flexibility Intuitive design or editable code
- 144. Google Confidential &Proprietary Agenda ● Data-driven storytelling ● The shift to HTML5 ● Vertical video taking over ● Thinking with Google WHAT WE’LL COVER TODAY:
- 145. Google Confidential &Proprietary Vertical video taking over Convert Standard Flash assets in DCM & DBM Hand Code for greater flexibility
- 146. 80% of all onlinetraffic will be video consumption by 2018
- 147. The definition ofTV has changed Within the past month, on which screens have you watched original TV series? Source: comScore 83% 92% 96% Traditional TV 44% 28% 17% Desktop / Laptop Computer 49% 29% 18% Tablet 31% 14% 5% Smartphone Age 18-34 Age 35-54 Age 55+
- 148. Google Confidential &Proprietary ) Millenials are 2x more likely to be focused while watching content on smartphones vs. TV
- 149. Programmatic Video Give theuser choice Source: Ipsos MediaCT and Innerscope Research Inc., UK 2011 People who choose to view a Skippable Pre Roll ad are 75% more engaged than users who had to view a standard Pre-roll ad Maximise impact:
- 150. Programmatic Video 31 Workflowautomation will deliver real value to programmers Data will be leveraged to enable cross screen audience sales Looking Forward: Programmatic TV “Programmatic TV” will slowly evolve towards a real value proposition for the entire ecosystem Programmatic pipes will grow demand for scatter and undersold inventory 1. 2. 3.
- 151. Google Confidential &Proprietary Agenda ● Data-driven storytelling ● The shift to HTML5 ● Vertical video taking over ● Thinking with Google WHAT WE’LL COVER TODAY:
- 152. Google Confidential &Proprietary Research, insights, case studies, tools…. thinkwithgoogle.com
- 153. Google Confidential &Proprietary Customer journey to online purchase Full List of Channels Brand paid search Direct Display Click Email Generic paid search Organic search Referral Social
- 154. Google Confidential &Proprietary Full value of mobile calculator
- 155.
- 156.