Performance Marketing: Back to Basics

roughhewnstupidInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

63 εμφανίσεις

Performance Marketing: Back to Basics

Lucian Despoiu

Agenda

1.
MOVING FROM ONLINE MARKETING TO
PERFORMANCE MARKETING

2.
KEY POINTS (BEFORE WE START)

3.
WORKING WITH THE AGENCY OR IN
-
HOUSE

4.
THE SKILLS

5.
THE DISCIPLINES

6.
TYPES OF CAMPAIGNS AND KPI’S

7.
THE FUTURE OF PERFORMANCE MARKETING

8.
THE BIG PICTURE





www.kondiment.ro

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

SEO

Social

Email

Awareness

Interest

Acquisition

Retention

Strong Impact

Some Impact

www.kondiment.ro

5. THE DISCIPLINES





Attribution Model

www.kondiment.ro

5. THE DISCIPLINES

Sales

Channel

Contribution



Hardware Mix

Flexibility

Quality
-

Customer life

(months)


CPA

Customer Lifetime Value


NPV



% of Contracts

2011

2012

Budget

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

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

office
@kondiment.ro

http://www.
kondiment
.ro

facebook.com/
kondimentgroup

THANK
YOU!