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Rtp rsp16-emarsys-final deck
The document outlines a panel discussion on leveraging first-party data to enhance brand marketing, highlighting the evolution of the advertising landscape and the importance of data-driven strategies. It covers various types of data, the impact of mobile and social media on marketing, and how automated tools can optimize targeted advertising efforts. Key insights include the significance of customer retention and the effectiveness of personalized marketing through CRM and digital advertising integration.
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Rtp rsp16-emarsys-final deck
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- 5. #RSP16 About Retail TouchPoints ü Launched in2007 ü Over 30,000 retail subscribers ü To provide executives with relevant, insightful content across a variety of digital medium Sign up for our weekly newsletter: www.retailtouchpoints.com/subscribe
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- 7. The Power ofFirst Party Data
- 8. Agenda 1. Understanding theData Landscape 2. How the Ad Market Has Changed 3. Where B2C Marketing Adds Value 4. CRM Ads to Drive Repeat Customers & Target Look-Alike Buyers A Look at The Current Technology Environment
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- 10. Understanding the DataLandscape • Paid Search Spend >$80bn 2015 with ~55% spend on Google (Source: eMarketer) • Still a growing industry with Mobile Search, Chrome and partnerships strengthening Google’s position • ~$23Bn is now spent on Paid Advertising on Social Networks – Facebook is dominant accounting for ~65% of that spend and that share is increasing with Instagram Ads. (Source: eMarketer)
- 11. First, Second, andThird Party Data • First Party Data: Direct CUSTOMER data. This most often includes cookie-based data pulled from website behaviors, CRM data, subscription information or cross-platform data from mobile apps. This is the most valuable data as it is the highest quality, and voluntarily provided. • Second Party Data: Another source’s first party data. Obtaining second party data generally includes an arrangement with a trusted partner wherein they provide a company with customer data and vise versa. This is generally a mutually beneficial relationship between the parties • Third Party Data: Third party data is data purchased from large data aggregators or data management platforms (DMPs).
- 12. How the AdMarket Has Changed
- 13. How the AdMarket Has Changed • Historically search and display advertising was based on anonymous customer data. • Multi-device mobile usage has impacted the identification data collection process. • Facebook Custom Audiences disrupted that industry by allowing marketers to target specific individuals and provide the ability to track the success against business objectives across devices – with Mobile driving most of the advertising revenue for Facebook. • Google has the ability to use email addresses to target specific customers or exclude customers to optimise Paid Search (AdWords) and more easily attribute success back to individual sales. • Marketing Clouds, such as Emarsys’ B2C Marketing Cloud, have started to successfully automate the creation, management and reporting of custom audiences on Facebook Ads and Google Ads for batch and recurring campaigns.
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- 15. CRM Ads toDrive Repeat Customers & Target Look-Alike Buyers Retargeting Online Conversion Precision Look-a-Likes Segmentation and DMP Acquisition Ads Email Push SMS Retention Drive purchase ? ?
- 16. How Does itWork? Collect data and target contacts across multiple channels. Results are measured and optimizations proposed. CRM TEAMS Matching by Email CRM Contact Matching by Email Digital Advertising team working on creative and Ad Spend but without having to deal with spreadsheets or CSV’s to upload and download lists or report upon success. DIGITAL ADVERTISING TEAM
- 17. CRM-Based Advertising CAPTURE DATAUNIFY AUTOMATETARGET ANALYZE Conversions 4 (25.4%) Conv. on mobile 14 (14.58%)
- 18. Facebook, Instagram, Gmail,Search & Youtube
- 19. Acquire, Convert, Grow,Retain, Win Back
- 20. Higher Retention Company confidential Retargeting Online Conversion PrecisionLook-a-Likes Segmentation and DMP Acquisition Ads Email Push SMS Retention $$ Predicting the right moment and right Ad for re-purchase across the customer’s journey ?
- 21. Know who NOTto target Company confidential Push Geo-fencing Social Subscription Precision Look-a-Likes Segmentation and DMP Acquisition Ads Email Push SMS Retention ? ? Matching by EmailExclude from ads – optimize your budget
- 22. Reach the Unreachable Onaverage More then 50% of a contact database is either opted out or unreachable through web/email in the last 6 months
- 23. Smarter Acquisition Company confidential Retargeting Online Conversion PrecisionLook-a-Likes Segmentation and DMP Acquisition Ads Email Push SMS Retention ? ? Matching by Email
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- 25. Multi channel effect http://insights.fb.com/2014/10/16/coordinating-email-and-facebook-ads/ Emailopeners who saw ads where 22% more likely to convert
- 26. Where Retention MarketingAdds Value Source: Adobe Digital Index Existing customers are 6-7 times more likely to buy than new leads* 2nd time purchaser 3X 3rd time purchaser 5X 1st time purchaser 1X Revenuepervisit
- 27. Who is theSmart Marketer ? They understand the customer data landscape, the available marketing technologies, and the advertising potential. They leverage the power of first-party data to transform their digital advertising strategy into a strategy that wins.
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