Transcript Slide 1
Performance Marketing: Back to Basics Lucian Despoiu Agenda 1. MOVING FROM ONLINE MARKETING TO PERFORMANCE MARKETING 2. 3. KEY POINTS (BEFORE WE START) WORKING WITH THE AGENCY OR IN-HOUSE 4. 5. 6. 7. THE SKILLS THE DISCIPLINES TYPES OF CAMPAIGNS AND KPI’S THE FUTURE OF PERFORMANCE MARKETING 8. THE BIG PICTURE 1. CONTEXT Today it’s not a question on IF we do online marketing, but on HOW we do it The Shift: Not just presence, but marketing under a performance matrix. www.kondiment.ro 1. CONTEXT How the market looks today: • • • • • • Atomization of media channels We live in an economy of attention Everything goes both social and mobile Content has been re-elected as king Excess data available Serious money in digital ecosystem www.kondiment.ro 1. MOVING TO PERFORMANCE MARKETING Pressures to move to performance: • • • Pressure to be more profitable Vast number of users in the digital ecosystem C-level attention and engagement in digital operations www.kondiment.ro 2. KEY POINTS Before we start Strategic Online-Offline integration Set the business objectives and continue to track the impact of marketing along the organization www.kondiment.ro 2. KEY POINTS Before we start Right (online) KPI setting Will elaborate later… www.kondiment.ro 3. WORKING WITH THE AGENCY OR IN-HOUSE? Relevant set of skills for THE (performance marketing) AGENCY: • Analytics Competencies • Performance/cross media buying • Conversion optimization experts • Industry experts/consultants • Online sales/e-commerce experts (processes and technology) www.kondiment.ro 3. WORKING WITH THE AGENCY OR IN HOUSE? When building IN-HOUSE: • A critical mass of digital generated business • Focus/ Attention of the C-Level • Dedicated team www.kondiment.ro 4. PERFORMANCE MARKETING SKILLS • (digital) Strategy: Identifying online opportunities Identifying your customer's digital needs Creating the vision Developing the strategy Communicate it properly internally www.kondiment.ro 4. PERFORMANCE MARKETING SKILLS •Marketing & Communication: ( consumer hobbits) Search Engine Marketing Social Media Marketing Display Advertising E-mail Marketing Online PR Mobile www.kondiment.ro 4. PERFORMANCE MARKETING SKILLS • Technical (build): Applications development Content Management Systems (CMS) Enterprise Solutions Development and integration Frontend development www.kondiment.ro 4. PERFORMANCE MARKETING SKILLS • Creative and strong (deep) analytics: Analytics A/B and MVT Testing HeatMap (LinkMap and ClickMap) Usability Audits Conversion Optimization www.kondiment.ro 5. THE DISCIPLINES Media management / buying www.kondiment.ro 5. THE DISCIPLINES PPC RTB Display Affiliates Awareness Interest Acquisition Retention Strong Impact Some Impact www.kondiment.ro SEO Social Email 5. THE DISCIPLINES Attribution Model www.kondiment.ro 5. THE DISCIPLINES Sales Channel Contribution € Hardware Mix Flexibility Quality Customer life (months) % of Contracts CPA Customer Lifetime Value € NPV € 2011 2012 Budget Display 28.3 Slow 79 310 1925 1355 30% 27% PPC 29.6 Fast 55 189 1440 1115 27% 26% FACEBOOK 24.6 Discontinued 45 301 805 630 8% 1% Not Yet Available WEB HOMEPAGE 27.6 Fast 42 164 995 675 32% 35% SEO 23.0 Medium 27 345 275 225 2% 4% MOBILE 23.0 Medium 47 225 855 675 1% 7% Cross-Channel www.kondiment.ro 5. THE DISCIPLINES: Media Buying Re-targeting in a Cross Channel Environment www.kondiment.ro 5. THE DISCIPLINES Usability www.kondiment.ro 5. THE DISCIPLINES Conversion optimization Content experiments: - A/B testing - MVT www.kondiment.ro 5. THE DISCIPLINES Analytics Professional implementation (events) E-mail alerts Visitors tracking Conversion goals (sales funnel) Business Intelligence E-commerce tracking www.kondiment.ro 6. TYPES OF CAMPAIGNS A classification of online campaigns: 1.Awareness campaigns 2.Lead generation campaigns 3.Retention campaigns 4.Sales generation campaigns 5.E-mail marketing campaigns 6.Database collecting campaigns 7.Reputation management campaigns www.kondiment.ro 6. TYPES OF CAMPAIGNS 1.Awareness campaigns Examples: site launch, rebranding, product launch. Complex campaigns requiring a mix of strategies Specific performance indicators: - Number of people that have viewed a message (page, advertorial, video, image, presentation) - Number of registered reactions to the message (comments, likes, shares etc) - Number of members that have adhered communities (Facebook fans, Twitter followers etc) - Number of people involved in specific actions(game participants) - Website traffic www.kondiment.ro 6. TYPES OF CAMPAIGNS 2. Lead Generation Campaigns Campaigns that aim to bring new clients on site Specific performance indicators: - Number of leads - Cost per lead - Lead rate - Number of leads transformed into clients www.kondiment.ro 6. TYPES OF CAMPAIGNS 3. Retention campaigns Aimed to retain existing customers Specific performance indicators: - A registered growth in sales/ client - Number of new clients - Cost/new client www.kondiment.ro 6. TYPES OF CAMPAIGNS 4. Sale generation campaigns Increase the number of actual sales for your customer base Specific performance indicators: - Number of new clients - Cost/client - A growth in the general number of sales - A growth in sales per a specific product - Sale rate - ROI (profit = revenue – expenses) www.kondiment.ro 6. TYPES OF CAMPAIGNS 5. Database collection campaigns Obtain contacts which you can use later on in your campaigns. Specific performance indicators: - Number of contacts - Cost/contact www.kondiment.ro 6. TYPES OF CAMPAIGNS 6. E-mail marketing campaigns Targeting a specific e-mail database and sending out a message Specific key performance indicators: - Open rate - Click rate - Bounce rate - Final conversion rate www.kondiment.ro 6. TYPES OF CAMPAIGNS 7. Reputation management campaigns Manage a company’s reputation through specific means. Specific performance indicators - Position of positive results in search engines - Engagement on the positive or neutral pages - An increase of sales www.kondiment.ro www.kondiment.ro 7. THE FUTURE The future of Performance Marketing: VERTICALIZATION www.kondiment.ro 8. THE BIG PICTURE www.kondiment.ro KONDIMENT GROUP Full-service interactive agency: www.kondiment.ro In our portofolio: www.kondiment.ro CONTACT US OUR DETAILS Sevastopol 17 C, Sector 1; 010991 Bucharest - Romania Tel: +40 21 317 01 34; Fax: +40 21 317 01 35 [email protected] http://www.kondiment.ro facebook.com/kondimentgroup www.kondiment.ro THANK YOU!