It can be hard to think about digital marketing beyond its impact to the bottom line, but we should be striving for truly great marketing that makes us feel something. How do you get someone from the moments of wonder to saying "I Do"?

1. The emotional
journey of
connecting with
customers.
Fashion & Luxury
Masterclassing New York 2018
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2. Picture of a woman considering a dress in front of a mirror.

4. What Performance
Marketing Isn’t ...

5. PAID SEARCH
ADS THAT
ALL SAY THE
SAME THING

6. And it Isn’t ...

7. RETARGETING
ADS THAT
FOLLOW YOU FOR
MONTHS,
REGARDLESS OF
WHO YOU ARE

8. And it Isn’t ...

9. INBOX
CLOGGING
EMAILS
9

10. We have to put the romance
back into marketing
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Forrester predicts that
2019 is the year marketing
“gets sexy again.”

12. So let’s start by dating ...
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13. HOW WE THINK ABOUT DIGITAL
The holy grail.

14. First you have to meet
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There are ways to stand
out in the crowd.

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Product Feed Manipulation
and Correction.
176%
Revenue
Uplift
YoY
● Query-level bidding
● ProductsUp tool to optimize feed
● Optimize Shopping activity at search
query-level
● Ensured the products shown for each
search query were the most desirable
● Increased share of voice in the Google
Shopping search results

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Search Query Optimisation &
Product Level Bidding
● Granular Google Shopping campaign
structure
● Optimize on what performed well and pull
back in areas that were not
● Bid at a product-specific level
● Machine learning technology
164%
Mobile
Revenue
Uplift
YoY

18. Now add some sizzle
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20. Spend quality time together
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21. © Google Inc. 2017. All rights reserved.
PUT RACKET
IN CART
BUT DID NOT
PURCHASE
PREVIOUSLY
PURCHASED
A RACKET
Personalization with dynamic creative...

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Always On
Custom Creative.
● Dynamic strategy support
● Automated product feed with scheduled
updates
● Google Drive API integration
● HTML5 ad development
● Floodlight and uVariable configuration
● Joystick hosted web app for data cleansing
Exceeded
Performance
Milestones

23. Now you’re ready to get engaged
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24
Make sure it’s a
great experience.

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27
(She said yes.)

28. Thank you!
28