How Digital Marking Can Pay For Itself - Amplify Digital Conference Cork

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Wolfgangers, Anna and Beth, joined some of Ireland's leading digital influencers at a two-day digital marketing conference in Cork. Here are the slides from their talk on How to Digital Marking Can Pay For Itself

Marketing

Not All Social Media Channels are born equal
There’s Facebook & There’s Everyone Else

More than 50% of
Revenue Generated
From the 3rd Click +

More Touch Points = More Conversions
X 2.5
*McKinsey

More Touch Points = More Valuable
X 10%
*HRBR

1. Full Funnel Strategy
2. Audience Segmentation
3. Integration

Action
Facebook
Dynamic Product Ads
Google
Shopping Ads
Google
Dominating the SERP
through PPC & SEO

CTR increased by 52%
CPC declined by 38%

Case Study 2:
Tracking Offline Events
How To Measure In-store Purchases

What are Offline
events?
 Track the full user journey, from
viewing a Facebook ad to making a
purchase In-Store.
 Match transaction data from your
customer database or point-of-sale
system to ads reporting

Tracking online sales with Facebook
Pixel and Google Analytics
Challenge: Facebook users generally
prefer to go in-store.
 E-receipts to capture data in-store
 Upload e-receipt emails to
Facebook
 51% match rate
 Use Offline events reporting to
report on offline (in-store sales)
from March Video Campaign

For Every 1 Online Sale…
…Facebook Generated an Additional 4 In-Store Sales!

Case Study 3:
Online Is Killing Offline
Stop wasting budget on traditional channels

Online vs. Offline
Multi-channel campaign:
 Radio
 Press
 Direct Mail
 Telemarketing
 Online (Social & AdWords)
Offline is very expensive!
 Full page in the Irish Times: €36,000
 Radio One: €9,000 for 5 weeks

 Facebook & AdWords delivered
73% of overall results from 15%
of the campaign budget
 Transparent reporting: tracking
everything in Google Analytics
and Facebook Pixel

Key Takeaways
1. Be bold, select a conversion-based KPI
2. Plan your campaign using a full-funnel approach
3. Video is your BFF for audience building on Facebook & YouTube
4. Integrate activity across channels, share audiences and data
5. Hack the Ad System using Advocacy
6. Move budget from traditional channels to online
@WolfgangDigital

Any
Questions?
@WolfgangDigital
beth@wolfgangdigital.com
anna@wolfgangdigital.com

Programmatic buying allows brands to maximize both cost efficiency and effectiveness of digital ad campaigns. It works by automating the bidding process through demand side platforms to place ads on ad exchanges in real-time. Research shows half of digital buyers see audience targeting as important. Programmatic buying excels at targeting the right message to the right consumer at the right moment. Case studies found programmatic buying improved ROI by 5x or more for brands through strategies focusing on the right targeting, measurement of on-target views and brand lift, and fine-tuning campaigns over time using data. Programmatic buying allows brands to have their cake (effective ads) and eat it too (efficient rates).

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Melanie Hyde discusses the importance of using offline customer data to inform online marketing strategies. Some key points: - Offline data like customer orders, revenue, foot traffic, and product information should be collected and used to understand customer profiles and segments. - This data can be used to target local inventory ads, optimize search and budgets based on store performance, and take an individualized approach to customers. - Case study examples show how a restaurant chain used customer WiFi and CRM data to build audiences for retargeting and lookalikes, leading to sales 142% over target and costs 59% under target. New and lapsed customers were acquired. - Maximizing non-brand search requires

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Digital Marketing Trends Webinar

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Programmatic Everything: Beyond the Open Auction

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Grow your email maturity: Essential emails you should be sending

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Relationship Sales in the Call Centre

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The document discusses how relationship sales strategies can be used to increase sales in call centers without risking current sales levels. It describes collecting feedback from customers who did not make a purchase during a call and using that information to continue selling to them after the call through customized mailings, emails, and micro-sites. This approach was found to double sales with no added risk or need for employee training. The document also promotes a specific product called Raybec that automates implementing relationship sales strategies after calls to generate more sales from existing customer interactions.

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According to the 2015 B2B Content Marketing Report, 9 out of 10 marketers have a content marketing strategy. And with content-driven tactics saving an average of 13% in overall cost-per-lead, it’s no surprise that in 2015, 70% of marketing teams are producing and spending more on content than ever... Meanwhile, direct sales teams have bought in, closing more and more business with these content-generated (and qualified) leads. But can content marketing work in an indirect sales environment? It sure can. Join us on Wednesday, September 23, 2015 at 10 am Pacific for a 30-minute webinar where you’ll learn how to apply your content marketing strategies to your indirect sales channels.

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Marketo

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Digital trends, Jim Clark, Econsultancy

Adestra

Dan McDade

SocialMediaPlus

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Socialkeeda

This document discusses social media marketing benefits and how Social Keeda can help clients with social media campaigns. Some key benefits mentioned include increased brand awareness, lead generation, and engagement through contests and videos. Social Keeda's process involves developing a social media strategy and target demographics, creating campaign creatives like pages and banners, engaging consumers on social media, and measuring results through analytics and insights reports. The document proposes helping clients achieve a minimum 30,000 fan base within 6 months with an engagement index over 7% and daily views over 200,000 people.

2010.06 Using social media data to demonstrate brand-building

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Search is Sexy

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Email In the Age of the Connected Consumer

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Programmatic Everything: Beyond the Open Auction

MediaMath

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The document provides tips for using Facebook ads effectively based on case studies of advertising campaigns. It begins with an overview of Facebook ads and their projected growth. It then discusses types of Facebook ads and strategies for managing large ad campaigns, including outsourcing management. Several case studies are presented that demonstrate lessons learned, such as targeting audiences well, driving intuitive actions, engaging existing fans, using mobile ads, highlighting visual assets, and amplifying engaging content. The document concludes with advertising trends and tips for success with Facebook ads.

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Ian Greenen

MediaWhiz is a top online marketing agency that helps clients improve performance through continuous improvement programs, cross-channel technology, practice innovation, and expert teams. They provide services including search engine marketing, social media marketing, local search and reputation management, affiliate marketing, email marketing, and integrated marketing programs. MediaWhiz clients have experienced significant increases in organic traffic, order volume, conversions, and revenue through MediaWhiz's data-driven approach to performance marketing.

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