Media + Marketing for Technology Companies. CASE STUDY: Making Digital Advertising A Competitive Advantage

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Luke Byrd
7 years ago
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1 Media + Marketing for Technology Companies CASE STUDY: Making Digital Advertising A Competitive Advantage

2 Making Digital Advertising A Competitive Advantage By now, most competitive marketers have embraced digital marketing, yet many haven t managed to make their digital marketing and advertising programs a true competitive advantage for their company. Doing so means engaging potential high-value customers, wherever they reside, and effectively converting them into satisfied customers. On the other hand, brands that spend the time, money and effort on integrated digital strategies are moving ahead of their competitors. With the right data and technology, marketers can predictably reach large numbers of high-value customers. This case study looks at DWA s work with a large international IT management company who turned to DWA when they needed to add subscribers to their freemium service model and increase conversions to paid subscriptions. 51% increase in product downloads DWA helps major IT company expand search globally, reduce marketing costs, and increase product downloads. HIGHLIGHTS > > DWA improved search campaigns and increased product download volume by 51% YoY, while maintaining an efficient cost per acquisition of $108 (CPA goal was $200). > > Launched a programmatic media program to generate demand with new buyers. > > Integrated predictive analytics with search to project revenue and tailor search programs to high lifetime value customers. 2

3 The Team THE CHALLENGE Over the years, the client established search marketing as a top mechanism for acquiring leads and used it to drive interested users to download free trials and ultimately purchase their powerful IT products. When expansion of the search program seemed to be limited, they turned to DWA for new ways to break through the plateau. Chris Leger GROUP ACCOUNT DIRECTOR THE SOLUTION In order to achieve the company s growth goals and meet their needs for global expansion, DWA had to rapidly improve and scale the search program and integrate it with other initiatives. DWA created a solution bridging two critical digital strategies, namely search and programmatic advertising. Brian Jones VP, INNOVATION AND INTENT MARKETING Why DWA? DWA is a leading global, independent media and marketing agency, made especially for technology companies. Emily Smith SENIOR MEDIA PLANNER Mher Sousanian PERFORMANCE ADVERTISING SENIOR MANAGER Today, technology spans the globe. So do we. DWA has over 180 tech marketing staff in 8 offices around the globe and the the largest roster of technology-specific clients worldwide. Matt Mcdowell SEM ACCOUNT MANAGER While other agencies tend to get lost in the complexity of technology marketing and chase metrics that don t matter, DWA pursues measureable results that will have a tangible impact on the success of your business. 3

4 Search Search marketing was used to capture in-market demand. 1. CAMPAIGN MANAGEMENT & GLOBALIZATION After completing a full audit on the existing Google Adwords and Bing AdCenter accounts, DWA restructured the search campaigns to allow for better match type management, optimization and expansion. DWA implemented a new match type campaign strategy and rolled it out across North America and eventually into various foreign countries/regions, many of which targeted keywords in their local languages. 2. BID MANAGEMENT DWA also introduced Marin software and optimized bidding across multiple publishers, multiple products, and multiple conversion types. DWA established various bidding strategies themed around brand and non-brand campaigns, as well as established various bidding folders based on product values. By applying improved bid management, DWA increased automation and work flow efficiency, allowing both DWA and the client to focus more on expansion efforts and the implementation of predictive analytics programs. 3. PREDICTIVE ANALYTICS Working with Mintigo, DWA installed predictive analytics to better understand how keywords correlate to customers who are most likely to make a purchase. A user score was used in a weighted calculation of quality, which helped improve efficiency by focusing search spend on keywords relating to prospective customers with the highest probability of producing high lifetime value (LTV). 4. REPORTING DWA used current and historical account data, industry insights, and trends to intelligently develop custom dashboards that help track and monitor account performance. DWA then delivered tailored reports that helped adjust strategy and campaign tactics on the fly and project future growth and trends. The reports included daily, weekly, and monthly reports for monitoring budget, downloads, and various performance metrics. 4

5 PROGRAMMATIC DWA used programamtic to create demand with net-new customers, educating them about products and driving them to trials on the website. The program also captured existing down-funnel demand with retargeting. 4 STEPS TO SUCCESS: 1 Accessed an untapped portion of prospective customers. 2 Generated new demand with upper funnel customers, who were further from converting, and nurtured them to conversion. 3 Converted lower funnel, in-demand audiences with retargeting. 4 Expanded the campaign globally, across a number of products. 5

6 PROGRAMMATIC RESULTS 65 MILLION net-new prospects reached 11,500 new site visitors 5,800 net-new converters MORE RESULTS Prospected converters were 2.5 times more likely to convert than the company s average site visitor. Programmatic advertising influenced 25% of all free-trial downloads during the lifetime of the campaign. Market share increased by 6% QoQ. 6

7 THE RESULTS TECHNOLOGY PARTNERS MARIN Marin Software is an online advertising company used by brands and agencies to measure, manage and optimize ads across the web and mobile devices. MINTIGO Mintigo s machine learning uses big data and predictive analysis to discover ideal prospects, and personalize content. Overall, DWA helped increase the total amount of highquality free and paid downloads, increase search volume, all while maintaining efficiency at scale. DOWNLOADS 51% DWA increased the download volume by 51% YoY, while maintaining an efficient Cost-Per-Acquisition of $108 (CPA goal was $200). QUANTCAST Quantcast processes realtime data at the intersection of commerce and culture, providing useful, actionable insights for brands and publishers. Each quarter since the beginning of the campaign, DWA exceeded download goals within allotted budget. For Q2 of 2015, DWA exceeded download goals by 16%. 16% 78% EMEA saw a YOY increase in downloads of 78% 61% APAC saw a YOY increase in downloads of 61% LATAM saw a YOY increase in 77% downloads of 77% 7

8 Want to discuss your unique needs? Reach us at dwamedia.com or contact: North America James Miller SVP, Business Development Battery Street West, Suite 400 San Francisco, CA Brian Jones VP, Innovation & Intent Marketing Battery Street West, Suite 400 San Francisco, CA Chris Leger Group Account Director Newbury Street, Suite 406 Boston, Massachusetts EMEA Steve Jones President, International Kirby Street London, EC1N 8TS Guy Phillips VP, Business Development, EMEA Kirby Street London, EC1N 8TS Thomas Biedermann Managing Director, DACH Pienzenauerstr Munich ANZ Kiaran Geen Group Managing Director +61 (0) th Floor, 194 Miller Street North Sydney, New South Wales, 2060 Aryeh Sternberg Head of Intent Marketing, ANZ AryehS@dwamedia.com +61 (0) th Floor, 194 Miller Street North Sydney, New South Wales, 2060 Asia Pippa Berlocher Managing Director, Singapore PippaB@dwamedia.com B/157B Telok Ayer Street 3rd Floor, Abhay Kulkarni Business Director, Bangalore AbhayK@dwamedia.com Millenia Towers, Office 104 No. 1 & 2 Murphy Road Level 1, Tower B Ulsoor Emma Sarria-Solis Business Development Director, Asia EmmaS@dwamedia.com B/157B Telok Ayer Street 3rd Floor, Michael Ang Business Director, Greater China MichaelA@dwamedia.com Level 15, NCI Tower 12A Jianguomenwai Avenue Chaoyang District Beijing

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2015 SURVEY OF B2B MARKETERS: Lead Generation Priorities and Predictive Analytics 47 Lusk Street San Francisco, CA 94107 www.6sense.com (415) 212-9225 2015 6sense, All Rights Reserved EXECUTIVE SUMMARY