the power of content discovery in the purchase funnel | sarah wiseman, outbrain | digital espresso...
TRANSCRIPT
SARAH WISEMANStrategic Partnerships Director, Outbrain
Sarah leads the brands & agencies division at
Outbrain for Australia. She helps clients drive real
business outcomes through content discovery and
amplification. Sarah works closely with the world’s
leading companies to ensure that metrics support all
of their content marketing endeavors and align
closely with their purchase funnel. Some of the
brands that Outbrain have helped include Visa,
McDonald’s, Nissan, Trend Micro, Microsoft and
many others.
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The Power of Content Discovery In The
Purchase Funnel
#digiespresso
5
Fraud
Ad BlockingTransparency
Viewability
Winning consumer
attention has never been
harder
6
The human brain is the
most advanced adblocker ever
invented
7
PULLPUSH
8
SEARCH SOCIAL DISCOVERY
9
NATIVE WORKS BETTER
10
THE RISE OF CONTENT MARKETING
11
BUT LATELY… SOMETHING IS CHANGING
% Campaigns with DR Goals 50%
25%
0%2010 2012 2014 2016
75%
15%20%
35%
65%
12
PERFORMANCE MARKETER
Diminishing return with higher CPA
Rising costs Search and Social
Need to own the pre-search moment
BRAND MARKETER
Move beyond ‘Engagement’ and ‘Reach’ metrics
Show real results and contribution to sales
Prove digital ROI
13
Brands with Direct Response Goals
Demand Generation
with Content for eCommerce
Demand Generation
with Content for Tourism
PERFORMANCE
Adding content to a landing page
Landing Page for discovery
Landing Page for discovery
18
8FITApp Download
19
SEARCH SOCIAL OPPORTUNITY
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(1)PLAN FOR SCALE
Plan for distribution and scale.
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(2)DON’T FLY BLIND
It’s all about post click analytics.
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(3)IT DOESN’T END WHEN THEY LEAVE THE PAGE
Use data to sequence stories and remarket your product / offer
#digiespresso