Coppinger
Senior Marketing Manager EMEA, Marketo
@raycop
@marketo
- Главная
- Разное
- Дизайн
- Бизнес и предпринимательство
- Аналитика
- Образование
- Развлечения
- Красота и здоровье
- Финансы
- Государство
- Путешествия
- Спорт
- Недвижимость
- Армия
- Графика
- Культурология
- Еда и кулинария
- Лингвистика
- Английский язык
- Астрономия
- Алгебра
- Биология
- География
- Детские презентации
- Информатика
- История
- Литература
- Маркетинг
- Математика
- Медицина
- Менеджмент
- Музыка
- МХК
- Немецкий язык
- ОБЖ
- Обществознание
- Окружающий мир
- Педагогика
- Русский язык
- Технология
- Физика
- Философия
- Химия
- Шаблоны, картинки для презентаций
- Экология
- Экономика
- Юриспруденция
Engage and Convert: The New Rules for Success in Digital Advertising презентация
Содержание
- 1. Engage and Convert: The New Rules for Success in Digital Advertising
- 2. Marketo Company Overview 3,500 customers across 20+
- 3. Introduction
- 6. The Typical Digital Buyers Day
- 7. Meet Today’s Digital Buyer Tech savvy. Knowledgeable
- 8. Digital Advertising has a bad name! Source:
- 9. Digital Advertising Defined Digital Advertising is any
- 10. The History of Digital Advertising Source: Eric Picard, http://www.slideshare.net/ericpicard/the-critical-trends-in-online-advertising-mima-summit-2014
- 11. Success – Starts with your Strategy
- 12. In Digital Advertising… …Strategy is Critical
- 13. Step 1: Analyse the Market Who is
- 14. Step 2: What are you already doing?
- 15. Step 3: What are your Advertising Goals?
- 16. Step 4: Audience Development and Personas
- 17. Step 5: Build Your Team With limited
- 18. Step 5: Build Your Team (contd.) Some
- 19. Picking Your Digital Advertising Channels
- 20. Lots of Digital Advertising Options
- 21. Search (PPC) Advertising PPC ads are flexible,
- 22. Display Advertising Display ads offer great diversity.
- 23. Social Advertising By advertising on social channels
- 24. Mobile Advertising Mobile advertising is growing quicker
- 25. Cross-Channel Digital Advertising
- 26. You can’t advertise in a vacuum…
- 27. Marketers need to think Cross-Channel Listen:
- 28. Cross-Channel Acquisition Example In this example from
- 29. Channel 1: Twitter
- 30. Channel 2: LinkedIn
- 31. Channel 3: Facebook
- 32. Channel 4: PPC
- 33. Channel 5: Email
- 34. Channel 6: Website
- 35. Incorporate Digital Advertising in your mix
- 36. Digital Advertising Planning
- 37. Digital Advertising for Lead Nurturing
- 38. Digital Advertising Metrics
- 39. The Future of Marketing Metrics?
- 40. Source: Marketo Revenue Cycle Analytics, Apr 2014
- 41. Common Digital Advertising Metrics
- 42. Choose how to Attribute First-Touch Attribution Last
- 43. How we do it at Marketo? Count
- 44. Questions? Email: rcoppinger@marketo.com Twitter: @raycop
- 45. Optimizing Ad and Email Campaigns July 22nd, 2015
- 46. Introductions
- 47. A/B Testing
- 48. What is it? A/B testing is a
- 49. How does that help me?
- 52. The Test
- 54. ç
- 55. The Test
- 56. The Results
- 57. More Examples
- 58. Secret Escapes
- 59. Original
- 60. The Variations
- 61. Case Study: Obama Contribute Form
- 63. Sony
- 64. Build it in 5 minutes
Marketo Company Overview 3,500 customers across 20+ industries in 36 countries #1 independent marketing platform: Marketing software - built for marketers, by marketers Fastest growing marketing technology company Largest partner solution
Слайд 2Marketo Company Overview
3,500 customers across 20+ industries in 36 countries
#1 independent
marketing platform:
Marketing software - built for marketers, by marketers
Fastest growing marketing technology company
Largest partner solution ecosystem
Marketing software - built for marketers, by marketers
Fastest growing marketing technology company
Largest partner solution ecosystem
Top rated by Analysts including Sirius Decisions, Gartner, and Forrester
Marketing First
Helping marketers master the art and science of digital marketing
Unparalleled expertise
Слайд 6
The Typical Digital Buyers Day
Source: Media Dynamics, America's Media Usage
& Ad Exposure: 1945-2014
5000+
(Brand Exposures & Ads)
362
(Are Ads)
12
(Are Remembered)
Слайд 7Meet Today’s Digital Buyer
Tech savvy.
Knowledgeable about marketing/ brands/advertising.
Need to be informed,
entertained or helped. Never bored or annoyed.
Fickle—once you stop informing, entertaining or helping them – they leave immediately.
Fickle—once you stop informing, entertaining or helping them – they leave immediately.
Слайд 9Digital Advertising Defined
Digital Advertising is any use of the internet to
deliver promotional content to consumers on various channels.
Digital Advertising allows marketers to:
To tell brand stories at scale and in context
Across multiple devices and channels
Reach larger audiences, in real-time and in a 1:1 personalised way
Digital Advertising allows marketers to:
To tell brand stories at scale and in context
Across multiple devices and channels
Reach larger audiences, in real-time and in a 1:1 personalised way
Слайд 10The History of Digital Advertising
Source: Eric Picard, http://www.slideshare.net/ericpicard/the-critical-trends-in-online-advertising-mima-summit-2014
Слайд 13Step 1: Analyse the Market
Who is most likely to purchase your
product?
How much of that market is interested in your product?
Are their other companies selling similar products?
What do your competitor’s advertising strategies look like?
How much of that market is interested in your product?
Are their other companies selling similar products?
What do your competitor’s advertising strategies look like?
Слайд 14Step 2: What are you already doing?
What are you currently
doing for digital advertising?
How is it performing? How are you measuring success?
Who is running your digital ad strategy? And is your digital ad strategy aligned?
In-house?
Agency?
PPC?
Display?
Baseline?
KPIs
Слайд 15Step 3: What are your Advertising Goals?
Customer Acquisition
Customer Nurturing
Branding
Customer Loyalty, Cross-Sell,
Upsell
All of the above
All of the above
Слайд 16Step 4: Audience Development and Personas
Background?
Main Sources of Information?
Main Online
Channel Preference?
Pain Points?
Preferred Content Medium?
Pain Points?
Preferred Content Medium?
Слайд 17Step 5: Build Your Team
With limited resources, you should focus on
fulfilling the following roles:
Creative Services
Paid Search
With a larger team, it’s a good idea to make sure that the following responsibilities are covered:
Data Analysis
Social Media Advertising
Video Production
Creative Services
Paid Search
With a larger team, it’s a good idea to make sure that the following responsibilities are covered:
Data Analysis
Social Media Advertising
Video Production
Слайд 18Step 5: Build Your Team (contd.)
Some teams may need to outsource
some of its responsibilities to an outside agency. Some important things to consider are as follow:
Industry expertise
Shared vision
Similar background
Proven Track Record
Industry expertise
Shared vision
Similar background
Proven Track Record
Слайд 21Search (PPC) Advertising
PPC ads are flexible, contextual, extremely visible, and most
of all, effective for many different types of organisations.
Focus on quality score
Choose your keywords wisely
Watch your budget closely
Don’t fear the competition
Make sure you can measure
Integrate with Marketing Automation
Test, test, test, repeat
Focus on quality score
Choose your keywords wisely
Watch your budget closely
Don’t fear the competition
Make sure you can measure
Integrate with Marketing Automation
Test, test, test, repeat
Слайд 22Display Advertising
Display ads offer great diversity. You can use a range
of media to get your message across to your audience. And you can target your audience across multiple devices and channels.
Be clear on your objective(s)
Make sure you can measure
Be as targeted as possible
Follow design best practices &
design for the platform/channel.
Be clear on your objective(s)
Make sure you can measure
Be as targeted as possible
Follow design best practices &
design for the platform/channel.
Слайд 23Social Advertising
By advertising on social channels in an engaging and relevant
way, you can reach new audiences or continue to nurture your buyers cross-channel.
Don’t take yourself too seriously
Focus on valuable content and solid offers
Utilize platform targeting for the biggest impact
Always add value
Always test your ads and content on each platform
Don’t take yourself too seriously
Focus on valuable content and solid offers
Utilize platform targeting for the biggest impact
Always add value
Always test your ads and content on each platform
Слайд 24Mobile Advertising
Mobile advertising is growing quicker than any other ad space.
The human population is 7.1 billion and there are 7.7 billion mobile devices.
Adaptive/Responsive Design
Make sure you can measure
Be as targeted as possible
Integrate with Marketing
automation.
Adaptive/Responsive Design
Make sure you can measure
Be as targeted as possible
Integrate with Marketing
automation.
Слайд 27Marketers need to think Cross-Channel
Listen: Pay close attention to buyer
behavior across all channels to create a single, integrated view of the buyer persona.
Act: Manage, personalise, and act on conversations with buyers across channels.
Act: Manage, personalise, and act on conversations with buyers across channels.
Слайд 28Cross-Channel Acquisition Example
In this example from Marketo, digital advertising supports a
campaign to acquire new potential buyers through the launch of our Definitive Guide to Mobile Marketing.
Слайд 37Digital Advertising for Lead Nurturing
As a marketer, you need to
think across channels in your lead nurturing.
Geo Location
Vertical
Local Events
Case Studies
Competitor Customer
Demos
Company Size
eBooks
Слайд 39The Future of Marketing Metrics?
Efficiency
Effectiveness
Brand Awareness
Cost Metrics (Efficiency)
Overall Engagement
Top-Line Revenue
In marketing
measurement, effectiveness metrics trump efficiency metrics
Слайд 40Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs
in channel that achieve MT Ratio > 5
Слайд 42Choose how to Attribute
First-Touch Attribution
Last Touch Attribution
Multi-Touch Attribution
Time Decay Attribution
Position Based
Attribution
Last Non-Direct Click Attribution
Last Adwords Click Attribution
Last Non-Direct Click Attribution
Last Adwords Click Attribution
Слайд 43How we do it at Marketo?
Count all the successful touches
Assign value
to the final action
Distribute that value across your successful touches
Distribute that value across your successful touches
Слайд 48What is it?
A/B testing is a way to test changes to
your page against the current design and determine which one produces positive results
