performance marketing: back to basics
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Performance Marketing: Back to Basics. Lucian Despoiu. Agenda. MOVING FROM ONLINE MARKETING TO PERFORMANCE MARKETING KEY POINTS (BEFORE WE START) WORKING WITH THE AGENCY OR IN-HOUSE THE SKILLS THE DISCIPLINES TYPES OF CAMPAIGNS AND KPI’S THE FUTURE OF PERFORMANCE MARKETING - PowerPoint PPT PresentationTRANSCRIPT
Performance Marketing: Back to BasicsLucian Despoiu
Agenda1. MOVING FROM ONLINE MARKETING TO
PERFORMANCE MARKETING2. KEY POINTS (BEFORE WE START)
3. WORKING WITH THE AGENCY OR IN-HOUSE4. THE SKILLS
5. THE DISCIPLINES6. TYPES OF CAMPAIGNS AND KPI’S
7. THE FUTURE OF PERFORMANCE MARKETING8. THE BIG PICTURE
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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.
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1. CONTEXTHow the market looks today:
Atomization of media channelsWe live in an economy of attentionEverything goes both social and mobileContent has been re-elected as kingExcess data availableSerious money in digital ecosystem
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1. MOVING TO PERFORMANCE MARKETINGPressures to move to performance:
Pressure to be more profitableVast number of users in the digital ecosystemC-level attention and engagement in digital operations
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2. KEY POINTSBefore we start
Strategic Online-Offline integration
Set the business objectives and continue to track the impact of marketing along the organization
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2. KEY POINTSBefore we start
Right (online) KPI setting
Will elaborate later…
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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)
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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
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4. PERFORMANCE MARKETING SKILLS• (digital) Strategy:
Identifying online opportunitiesIdentifying your customer's digital needsCreating the visionDeveloping the strategyCommunicate it properly internally
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4. PERFORMANCE MARKETING SKILLS•Marketing & Communication: ( consumer hobbits)
Search Engine MarketingSocial Media MarketingDisplay AdvertisingE-mail MarketingOnline PRMobile
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4. PERFORMANCE MARKETING SKILLS• Technical (build):
Applications developmentContent Management Systems (CMS)Enterprise Solutions Development and integrationFrontend development
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4. PERFORMANCE MARKETING SKILLS• Creative and strong (deep) analytics:
AnalyticsA/B and MVT TestingHeatMap (LinkMap and ClickMap)Usability AuditsConversion Optimization
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5. THE DISCIPLINES
Media management / buying
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5. THE DISCIPLINESPPC RTB Display Affiliates SEO Social Email
Awareness
Interest
Acquisition
Retention Strong Impact Some Impact
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5. THE DISCIPLINES
Attribution Model
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5. THE DISCIPLINESSales Channel Contribution
€ Hardware Mix FlexibilityQuality -
Customer life(months) CPA Customer Lifetime
Value €NPV
€
% of Contracts
2011 2012Budget
Display 28.3
Not Yet Available
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%
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
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5. THE DISCIPLINES: Media Buying
Re-targeting in a Cross Channel Environment
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5. THE DISCIPLINES
Usability
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5. THE DISCIPLINES
Conversion optimizationContent experiments:
- A/B testing
- MVT
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5. THE DISCIPLINES
AnalyticsProfessional implementation (events)E-mail alertsVisitors trackingConversion goals (sales funnel)Business IntelligenceE-commerce tracking
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6. TYPES OF CAMPAIGNSA classification of online campaigns:
1.Awareness campaigns2.Lead generation campaigns3.Retention campaigns4.Sales generation campaigns5.E-mail marketing campaigns6.Database collecting campaigns7.Reputation management campaigns
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6. TYPES OF CAMPAIGNS1.Awareness campaignsExamples: 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
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6. TYPES OF CAMPAIGNS2. Lead Generation CampaignsCampaigns 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
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6. TYPES OF CAMPAIGNS3. Retention campaigns
Aimed to retain existing customers
Specific performance indicators:- A registered growth in sales/ client- Number of new clients- Cost/new client
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6. TYPES OF CAMPAIGNS4. Sale generation campaignsIncrease 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)
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6. TYPES OF CAMPAIGNS5. Database collection campaigns
Obtain contacts which you can use later on in your campaigns.
Specific performance indicators:- Number of contacts- Cost/contact
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6. TYPES OF CAMPAIGNS6. E-mail marketing campaignsTargeting a specific e-mail database and sending out a
message
Specific key performance indicators:- Open rate- Click rate- Bounce rate- Final conversion rate
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6. TYPES OF CAMPAIGNS7. Reputation management campaignsManage 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
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7. THE FUTURE
The future of Performance Marketing:
VERTICALIZATION
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8. THE BIG PICTURE
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KONDIMENT GROUPFull-service interactive agency: www.kondiment.ro
In our portofolio:
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CONTACT US
OUR DETAILSSevastopol 17 C, Sector 1; 010991
Bucharest - Romania
Tel: +40 21 317 01 34; Fax: +40 21 317 01 35
http://www.kondiment.ro
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THANK YOU!