Search & Programmatic in the Post-Digital World
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Originally presented by Forrester's Susan Bidel at Catalyst and Yahoo's 2017 Digital Boost event, this presentation discusses what brands need to know for effective search and programmatic campaigns in the post-digital age.
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Search & Programmatic in the Post-Digital World
- 1. © 2017 FORRESTER. REPRODUCTION PROHIBITED.
- 2. © 2017 FORRESTER. REPRODUCTION PROHIBITED. Search and Programmatic In The Post-Digital World Susan Bidel Senior Analyst March 16, 2017
- 3. 3© 2017 FORRESTER. REPRODUCTION PROHIBITED. What is a post-digital world? Digital vs. non-digital? No longer a distinction. • 59% use our mobile phones while shopping in a physical store • 22% stream television programming to watch anywhere on any device • Korean consumers buy groceries via smartphone from interactive displays on subway station walls • Multinational retailer embeds images of individuals into digital signage as they pass by • "Smart" house paint can detect structural deficiencies with nanoscopic sensors
- 4. 4© 2017 FORRESTER. REPRODUCTION PROHIBITED. Search in a Post-Digital World
- 5. 5© 2017 FORRESTER. REPRODUCTION PROHIBITED. Search: Core to marketing strategies
- 6. 6© 2017 FORRESTER. REPRODUCTION PROHIBITED. Search: Core to marketing strategies
- 7. 7© 2017 FORRESTER. REPRODUCTION PROHIBITED. Evolving consumer experiences
- 8. 8© 2017 FORRESTER. REPRODUCTION PROHIBITED. Search has evolved into discovery marketing › Users have multimedia, multidevice habits › Marketers diversify digital budget to enable discovery
- 9. 9© 2017 FORRESTER. REPRODUCTION PROHIBITED. Searchers have alternatives 25% 16% 13%
- 10. 10© 2017 FORRESTER. REPRODUCTION PROHIBITED. Google catalogs more than just websites
- 11. 11© 2017 FORRESTER. REPRODUCTION PROHIBITED. Mobile searches now dominate 2 billion = >50% of search
- 12. 12© 2017 FORRESTER. REPRODUCTION PROHIBITED. Location, location, location
- 13. 13© 2017 FORRESTER. REPRODUCTION PROHIBITED. Evolve to discovery marketing Ask yourself: “What do target users seek in terms of subject and intent?” › Tools: Semantic analysis, linguistic profiles, listening platforms and surveys › Reveal: Financial services marketers say that searchers looking to check their accounts are really seeking peace of mind
- 14. 14© 2017 FORRESTER. REPRODUCTION PROHIBITED. Evolve to discovery marketing Ask yourself: “How does my customer find…?” › Tools: Behavioral data, web analytics, attribution sources, data management platform › Reveal: HP discovered that audiences at critical stages of acquisition used a variety of discovery tools, including Facebook, Yelp, mobile apps
- 15. 15© 2017 FORRESTER. REPRODUCTION PROHIBITED. Evolve to discovery marketing Ask yourself: “What should I offer users?” › Tools: On-site audience-targeting solutions and DSPs › Reveal: Optimal offer based on user intent and behavior. Rent the Runway (RTR) search ads deliver direct-response offers, like "rent today for $25 dollars or less,“ while on Facebook RTR offers community, encouraging customers to share pictures of themselves wearing RTR dresses.
- 16. 16© 2017 FORRESTER. REPRODUCTION PROHIBITED. Design for mobile users
- 17. 17© 2017 FORRESTER. REPRODUCTION PROHIBITED. Keep location data accurate Name, address, phone number 15 man hours for one landing page
- 18. 18© 2017 FORRESTER. REPRODUCTION PROHIBITED. Increase content assets
- 19. 19© 2017 FORRESTER. REPRODUCTION PROHIBITED. Build from the ground up
- 20. 20© 2017 FORRESTER. REPRODUCTION PROHIBITED. Programmatic in a Post-Digital World
- 21. 21© 2017 FORRESTER. REPRODUCTION PROHIBITED. Entitled customers don’t have time for bad ads Source: http://www.pmcgregor.com/multi-tasking-overrated/
- 22. 22© 2017 FORRESTER. REPRODUCTION PROHIBITED. 48% avoid ads on websites 40% avoid search ads Base: 60,049 US online adults (18+); Source: Forrester’s Consumer Technographics® North American Online Benchmark Survey (Part 1), 2016
- 23. 23© 2017 FORRESTER. REPRODUCTION PROHIBITED. Yet marketers can’t seem to get enough . . . › Display expected to grow by close to 12% – excluding social › Mobile representing the lion’s share of growth – 23% › Video to grow across platforms by almost 18% › Direct buys to account for close to $8 billion Source: Forrester Research Online Display Advertising Forecast, 2016 To 2021 (US)
- 24. 24© 2017 FORRESTER. REPRODUCTION PROHIBITED. Omnichannel media buying defined The practice of sequencing digital advertising across channels so that it is connected, relevant, and consistent with the customer’s stage in his or her life cycle
- 25. 25© 2017 FORRESTER. REPRODUCTION PROHIBITED. Which means moving from this . . . › Characterized by silos (both teams and budgets) › Based on a channel specific view of the customer › Resulting in isolated metrics › On the plus side: unified brand messaging Source: The Future Of Omnichannel Media Buying Is Programmatic Forrester report
- 26. 26© 2017 FORRESTER. REPRODUCTION PROHIBITED. To this new way of thinking Source: The Future Of Omnichannel Media Buying Is Programmatic Forrester report
- 27. 27© 2017 FORRESTER. REPRODUCTION PROHIBITED. Omnichannel media buying aligns the customer journey with the customer life cycle Source: The Future Of Omnichannel Media Buying Is Programmatic Forrester report
- 28. 28© 2017 FORRESTER. REPRODUCTION PROHIBITED. Digital customer identities for better addressability Base: 184 NA (US, Canada) B2C marketers; Source: Forrester’s Global Business Technographics Marketing Survey, 2016 58% seek help from marketing services providers to solve this challenge 49% understand cross- device behavior
- 29. 29© 2017 FORRESTER. REPRODUCTION PROHIBITED. Embrace the power of technology Base: 184 NA (US, Canada) B2C marketers; Source: Forrester’s Global Business Technographics Marketing Survey, 2016 “It would be impossible to coordinate omnichannel communication with our customers without [the appropriate] technology. It’s the technology that allows us to understand our customers in a channel-agnostic way and activate those segments across channels.” — Director of marketing technology, global CPG 21% of marketing budget allocated to technology 17% of technology budget allocated to adtech
- 30. 30© 2017 FORRESTER. REPRODUCTION PROHIBITED. Capitalize on your knowledge of the customer Source: 95 digital marketers; Source: Forrester’s Q1 2015 Demand-Side Platform Wave™ Online Survey 47% operationalize audience targeting across multiple digital marketing touchpoints — both paid and owned 30+ different types of data being ingested into data management platforms
- 31. 31© 2017 FORRESTER. REPRODUCTION PROHIBITED. Tackling the entitled customer
- 32. 32© 2017 FORRESTER. REPRODUCTION PROHIBITED. Link customer journey and life cycle › Consumers pursue diverse paths to purchase › Each experience is a reflection of your brand.
- 33. 33© 2017 FORRESTER. REPRODUCTION PROHIBITED. Discover › Create your vision › Anticipate trends › Build the business case $41B Programmatic share of online display advertising by 2021
- 34. 34© 2017 FORRESTER. REPRODUCTION PROHIBITED. Case study: Alex And Ani › Align company goals • Reorganize for greater accountability: sales, marketing and ecommerce under chief digital officer role • Recruit to fill talent gaps • Assign managers to stay abreast of innovation › Prioritize transparency, control, service • Full ad tech stack, including DMP, DSP across channels • Agency to manage display, search, social and affiliate and email marketing › Collaborate with offline media team
- 35. 35© 2017 FORRESTER. REPRODUCTION PROHIBITED. Act › Create cross-functional teams › Rethink your processes › Find the right tech Base: 184 NA (US, Canada) B2C marketers; Source: Forrester’s Global Business Technographics Marketing Survey, 2016 68% organize for closer collaboration between marketing and analytics. 40% require greater budget flexibility.
- 36. 36© 2017 FORRESTER. REPRODUCTION PROHIBITED. Optimize › Revisit measurement › Identify benchmarks to assess progress › Determine best practices and pitfalls for continuous improvement Base: 184 NA (US, Canada) B2C marketers; Source: Forrester’s Global Business Technographics Marketing Survey, 2016 38% use multitouch attribution 77% rely on agencies to buy media programmatically
- 37. FORRESTER.COM Thank you © 2017 FORRESTER. REPRODUCTION PROHIBITED. Susan Bidel +1 212-857-0751 sbidel@forrester.com
Editor's Notes
- Search engines now catalog a lot more information than they used. The knowledge graph gives lots of information, often pulled from Wikipedia. And within individual search listings, there is often a search bar to explore the website before even clicking, and site links to pages within the site’s domain. This is a good and bad thing for us, as marketers. Good because it really showcases your brand on many different levels. But bad because it means that search marketers now have to optimize more at the content asset level and this granularity increases the volume of findable content assets your brand has to compete against. I’ll get to these challenges a little later
- Source: http://kingofwallpapers.com/location.html [Website note says: “All submitted content remains copyrighted to its original copyright holder. Images are for personal, non commercial use.”] customers who are looking for proximity solutions: keep location data current But it is no easy task to ensure that each of your hundreds of thousands of locations is showing up in every social network, directory, or search engine. In fact, local marketing technology, Rio SEO estimates it takes 15 man hours to build one local landing page.
- Designing for mobile does sound hard, but once you understand WHAT your customers look for and HOW, you can determine what needs to be on a mobile site, and what can be left for desktop. But you can start designing for mobile by performing a state of your website assessment. Use Google’s mobile-friendly testing too to see if your site is mobile-friendly, and if it is not, the tool will tell you things like: your site links are too close together, or your text is too small, or the viewpoint is not right for a mobile device. Knowing this information will help you when working with your app dev colleagues who will lead the charge on creating responsive designed pages and good mobile user experiences. We spoke to an eCommerce website that implemented responsive design and they saw their mobile traffic triple as a result.
- Finding and syndicating accurate location data is critical for driving in-store traffic. “Near me” search volume has increased 34 times since 2011. You’ll need to: -Mine name, address, phone number data for each of your locations by working with your commercial real estate team -Work with a local marketing technology to syndicate those listings to search engines, directories, social networks and they can help build landing pages for each of those locations as well
- For this piece of research, I spoke with the manager of SEO at NRG Reliant, and after talking about their SEO best practices, she said “Ya know, at the end of the day, its really all about having tons of relevant content with integrity that people want”. You need to build as much content to compete with all the content assets out there that are being indexed. Google’s answer box is where you want to be, where simple How To’s, recipes, and general answers are given for a user’s search query. The key takeaway here is that next-generation SEO is about creating and tagging standalone content blocks so search engines are able to catalog them
- http://sistersoregonhomes.com/if-you-build-it/ The fundamentals like good site navigation, site markup like schema.org, and link building still impact your position within search results. In fact, a CPG firm we talked with was able to generate more site traffic in the first six month of 2015 than all of 2014’s traffic combined. And all they did was improve their site navigation and make it more useful for the customer by designing their site around their product’s different solutions, like improve oral hygiene :
- 48% avoid ads on websites 43% pre-roll ads 40% search ads
- Sephora, is restructuring it’s marketing and advertising technology strategy to push a broader personalization initiative that is dependent on their technologies’ ability to process data and activate ad experiences that meet their customer’s expectation of the brand.
- Gathering and processing data is hard to do, but capitalizing on it can be as easy as knowing who not to target. Dell, used multi-touch attribution to understand a more accurate value of their customer. Simply suppressing the right group of users from targeting, created $800K in media savings, and didn’t alienate customers who did not need to receive messaging.
- So now lets talk about bringing programmatic and an omnichannel mindset together to tackle the entitled customer
- At the foundation of omnichannel digital advertising is understanding your customer. And data are the building blocks of that foundation. With data you can understand the diverse paths to purchase that customers take, allowing you to link brand experiences to the customer journey and lifecycle. To build on top of that foundation marketers must embrace technology for omnichannel digital advertising. As different touchpoints come into play throughout CLC, omnichannel digital media buying powered by technology, attempts to add value to and influence the customer through reach, depth, and relationship building. In order to be methodical in your approach, you can use Forrester’s Digital Media Buying Playbook framework to guide short term and long term strategies. (next slides)
- The first section of our playbook is about discovery. Take programmatic buying for example. The marketers that we speak with today have a vision about what role programmatic plays in their marketing strategy. They’ve anticipated the adoption of programmatic by the ecosystem and their competitors by observing spending trends (current forecasts estimate $41B of online media will be purchased programmatically by 2021) and the evolution of offerings from different vendors (when we’ve surveyed marketing business decision makers – they are hopeful for the rise of programmatic TV). And after breaking down the business benefits and challenges – marketers build the business case for bringing their strategic vision to life for their organization.
- Take insights into capabilities and your strategic plan and put them into action. Today, we see more organizations facilitating greater collaboration between different stakeholders in their organization when trying to enhance their digital media buying capabilities. Grainger, for example, uses analytics as the foundation for making media planning and buying decisions. Marketers like Ford are centralizing data for the marketing organization to provide a single source of truth for audience and measurement. And Royal Bank of Scotland has created a platform of technology that empowers everyone from their marketing organization to use data to create test and learn scenarios across channels that has resulted in an increase in the volume and velocity at which they can test strategies. Whether you’re creating flatter cross functional teams or creating greater budget flexibility, putting your plan into action will make you rethink your processes and find the right technology solutions to build a more sophisticated digital media buying practice.
- Ultimately, No one should expect to solve these challenges in one night, and many marketers compare this transformation to a marathon rather than a sprint. It’s an iterative process, and marketers that take an iterative approach will find small successes that hopefully add up to big gains. Marketers are optimizing their digital media buying practices by continuously improving the way they measure, developing benchmarks to assess their progress, and standardizing best practices. For example, brands like Choice Hotels and Dell, no longer rely on quarterly business reviews to assess the success of their digital media campaigns, instead, because the data and technology allows them to, they have increased the speed at which they test and learn, allowing them to exploit pockets of performance faster than they’ve been able to before.