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Maximising Your Media Mileage with Performance Marketing
This document summarizes key challenges in digital marketing and strategies for maximizing performance. It discusses (1) how most marketing budgets are spent on acquiring customers rather than converting them, (2) rising media costs due to increased competition, (3) pressure to prove ROI, and (4) flaws in traditional media buying processes. It then recommends finding the right balance of media budget and expertise for each campaign, focusing on laser-targeted remarketing, optimizing conversions through testing, and mastering individual channels before adopting new ones. The goal is to hit the sweet spot between people and media resources for optimal performance.
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Maximising Your Media Mileage with Performance Marketing
- 1. Maximizing Your MediaMileage with Performance Marketing Digital Marketing Masterclass JUNE 2016
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- 3. Traffic Generation Content Marketing Natural Search Performance Display Paid Social Media Paid Search Creative Experience StructuredData & Feeds Digital Platforms Conversion Optimisation Data & Analytics Analytics & Conversion #1-2 Global spend Google Adwords #1 Global Spend Facebook Ads Our Clients + 100 clients in every vertical 90+ experts in Toronto & Montreal 3500+ experts in 50 countries
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- 5. 1. Budget Decisions Source:Eisenberg Holdings Companies spend $92 bringing customers to their site, but only $1 converting them.
- 6. 2. Rise ofMedia Costs Due to increased levels of competition and market contraction, the cost of media, both offline and online, keeps rising.
- 7. 3. Increasing pressureto prove ROI Marketers are always negotiating to secure adequate budgets, whilst constantly being required to demonstrate clear ROI. Meanwhile, procurement tries to drive the costs down
- 8. 4. Flaws inMedia Buying Processes Plan Buy Post-Analysis + Insights Plan Buy Real-time Optimization Media Buying in the Traditional Economy Media Buying in the Digital Economy Post- Analysis + Insights
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- 10. Media Optimisation NeedsWill Vary Non-linear needs in resources according to: ● Campaign Type ● Selected Media Channels ● Campaign Reach/Targeting ● Advertiser’s digital ecosystem
- 11. Finding the RightBalance to Maximise Performance Quantity + Quality of Expertise Media Budget Ratio
- 12. Earn it, don’t(over) pay for it! Paid Search vs Organic Search ● Search is a balancing act ● Don’t rely too much on one or the other
- 13. Laser-Focus Targeting &Remarketing Get as relevant as you can, as if it was a 1 on 1 relationship.
- 14. Beautiful Basics Don’t gofor big shiny objects before you master the best practices of a marketing channel.
- 15. Conversion Optimisation ● Experimentto improve constantly. ● Use the power of digital to test traditional media
- 16. People ● Not allmarketing channels are created equal. They require different amount of work. ● Work with your agency to find the optimal point between workforce and media.
- 17. Case 1: Underperforming Net Media Spend Net Workforce Costs Performance 5% 95%
- 18. Case 2: Optimalperformance Performance 17% 83% Net Media Spend Net Workforce Costs
- 19. Find the rightbalance between Organic and Paid search Nurture a testing culture and apply your learnings to all your marketing channels Master a channel before venturing on the next big thing In short... Hit the sweet spot between the right amount of people and media for each channel/initiative. Not all media are created equal.
- 20. For more details: Joinus at the roundtables!