the art of conversation social proof
TRANSCRIPT
Responsive Performance Marketing
Justin Thorne | Head of Strategy & Performance Marketing
The Art of Conversation
2
Agenda
• Definitions - ‘Responsive Performance Marketing’
• 5 Ways Marketers Can Have Conversations via Paid Channels
• The Future of Performance Marketing
• Conclusion
Definitions
4
Responsive ~ ness
5
Performance Marketing
Marketing that leads to a measurable action…
… but preferably £££ ROI, Revenue, Profit
6
Responsive Performance Marketing
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Marketing…
Trends & performance can drive social campaigns
9
Demand Driven Campaigns
Trending Products and/orTop performing GoogleShopping campaigns, driveFacebook Paid Ads
10
Case Study - Netshoes
200%Conversion
Rate
40%Cost Per
Conversion
Search signals can drive social campaigns
Find Users just like theOriginal searcher (based on geo-dem
& likes and interests)
Intent Driven Audiences
Consumers Search
Cookies Matched
Follow the User into Facebook
Automate the deployment of ads for the product searched for by the
original user12
Intent Driven Audiences
1:1 Account Based Marketing
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Account Based Marketing
• Define target accounts (Top 10, 20, 50, 100)
• Once and individual provides contact information,
every experience can be personalised to the
individual, NOT just the company!
• Name-check prospect in display advertising utilising
Google’s reverse IP technology
• Personalise landing pages (name check company
and/or vertical relevancy)
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Account Based Marketing
• Pipeline grew by 22%
• Page Views 300%+
• Bounce Rate reduced by 66% (to 13.5%)
• Tripled CTR
• Personalisation is possible in FB Apps
Telling a story with Sequential Ads
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Sequential Ads
• Story telling in adverts
• Viewing time define ad campaigns
<10 Seconds see Ad Group A
10-20 SecondsSee Ad Group B
20+ SecondsSee Ad Group C
To CompletionSee Ad Group D
87%CTR
56%Subscriptions
Organic social posts can drive paid social campaigns
Organic Can Drive Paid Campaigns
• Publish organic post via Shoutlet or Hootsuite
• Creates an ‘Asset’ in Kenshoo in order to track performance
• Identify organic posts that lead to revenue
• Click a button to Boost post i.e. become a PAID campaign
21
The Future of Performance Marketing
• Track single users across channels and devices
• A.I. Marketing (Conversations with your Fridge?)
• Personalisation will actually be useful… and accepted by consumers!
• Speech (According to Google)
• Video (According to Facebook)
• Responsive Performance Marketing
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Conclusion
• A real conversation always trumps automated intimacy
• Paid digital is far more powerful and effective when it is responding to signals from
other channels or stimuli
• Even digital Rockstars could see even better performance using technology