trumped up digital marketing
TRANSCRIPT
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How to Maximise Your Digital Marketing Budget
In an Increasingly Competitive EnvironmentDamien Bennett Director of Business Strategy
@damiennmpi
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Say hello to the next President
of the United States of
America
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How did this happen?
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Source: Fec.gov, opensecrets.org
Presidential Campaign Spending (Millions)
Trump Clinton
$250
$600
140%
What do the numbers look like?
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Right People Right Place Right Time Right Message
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Right People
% Vote Change Vs 2012
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Michigan Ohio Florida
Source: New York Times
Right People
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Right People
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Trump Clinton
207
489
Field Officers in Florida
136%
“He didn’t use the ground game in the primary, and now he’s not going to use it in the election, and is
arrogant enough to think he doesn’t need it.”-Steve Kerrigan, CEO of 2012 Democratic National ConventionSource: 538
Right Place
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Trump Clinton
15.2
11.1
Twitter Followers (Millions)
Trump Clinton
14.8
9.4
Facebook Followers (Millions)
37%
57%
Source: Twitter, Facebook
Right Place
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7th October 2016Right Time
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Source: CNN Exit Poll
Before September In September In October Last week Last few days
60%
13% 12%
6% 8%
When did you decide who to vote for?
Right Time
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Right Message
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Source: CNN Exit Poll
Good Poor
36%
63%
What is the condition of the national economy?
Cares about me Can bring change Right experience Goog judgement
15%
39%
21% 20%
Which candidate quality mattered the most to you?
Right Message
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What can we learn from Trump?
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16This is our Hillary…
The establishment
Big budget
Half of the nation will love it
Half will be fed up with it
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Right People Right Place Right Time Right Message
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1818Right People, Right Place
Creativity
Data Intent
B Being customer centricAInnovative use of technology
C
Extending reach and opportunity
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19Using Data to Reach Cotswold Outdoor’s Audiencejackets
3rd Party Data• Gender• Age
Stage 1
Stage 2
Stage 3
Powered by:
3rd Party Data + 1st Party Data• Gender• Age• Customer data
3rd Party Data + 1st Party Data + Technology• Gender• Age• Customer data• Weather
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Source: Google Trends
When should you start advertising for Christmas?Right Time
Search Interest for Christmas Gifts (2015)
15th December1st November
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£
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Becoming Aware
Researching
In-Market
Re-engagement
Right Time (of the Customer’s Journey)
• Reach• Brand search uplift• Ad Recall• Social engagement
• New visitors• Cost Per New Visitor• Bounce rate• Time on site• Pages viewed
• Revenue• ROI• Store visits• Per session value
• Lifetime value
Customer Stage KPIs
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Segment your audience and tailor your messagingRight Message
• Messaging
• Ad format
• Device
Data Sources Channels Creative
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Dynamic creative allows advertisers to be ultra-reactive to audience trendsRight Message
Python JavaScript Unity 5 Hadoop
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TVTY
Technology can be used to amplify other channelsRight Message
X
Powered by:
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25Our 5 Rules
1. Exhaust targeting possibilities
2. Challenge conventions
3. Don’t treat audiences like clones
4. Promote agility
5. Use technology to enhance activity
Thanks!@damiennmpi@nmpi_digital