Andrew Buckman COO, Tradedoubler. Disrupting the purchase journey: the value of performance marketing

Transcription

1 Andrew Buckman COO, Tradedoubler Disrupting the purchase journey: the value of performance marketing

2 Tradedoubler: an introduction Company Network Performance Founded in 1999 Listed Employees 2011 & 2012 Voted Network of Choice 140,000 Publishers 11 million Leads per month 170 million Unique visitors per month 30+ markets Across the globe 2000 advertisers All major verticals 20 billion Impressions per month 2

3 New Tradedoubler research: Performance marketing works 2,500 online shoppers with smartphones Across 8 countries Examined use of crossdevice research and purchase Full European research launches in April 2013, so stay tuned... 3

4 Performance marketing: a disruptive force in driving purchases 4

5 In the old days, the online purchase journey was relatively simple... Research Directions Price checking Vouchers Purchase Tracking 5

6 ... but performance marketing has disrupted the traditional purchase journey Research Directions Price checking QR & barcodes Location based offers Vouchers Purchase Tracking 6

7 Online research and purchase is widespread across all products, but research is significantly more likely to lead to purchase in certain sectors Source: Tradedoubler Performance Marketing Works research, March Italy: 305 respondents 7

8 Performance marketing is not the last stop: it influences the entire process Research very often / sometimes Purchase very often / sometimes Source: Tradedoubler Performance Marketing Works research, March Italy: 305 respondents 8

9 Mobile: adding to the disruption and complexity 9

10 The mobile opportunity: increasing engagement with mobile internet 27% Annual growth Mobile internet users (millions) Source: emarketer.com, April

11 Internet and mobile engagement in Italy MONTHLY ONLINE SHOPPING MOBILE OWNERSHIP % 23% MOBILE SHOPPING MOBILE INTERNET USE 43% Say mobile has changed their shopping 48% Spend a lot of time using mobile internet Source: Tradedoubler Performance Marketing Works research, March Italy: 305 respondents 11

12 Mobile research: spans a variety of products 49% 30% 30% 29% 29% 27% 27% 27% 27% Source: Tradedoubler Performance Marketing Works research, March Italy: 305 respondents 12

13 Convenience overcomes small screen size 73% Say their mobile is valuable for researching all types of purchase Source: Tradedoubler Performance Marketing Works research, March Italy: 305 respondents 13

14 Over half of purchasers on smartphones do so at least once a month 53 % Source: Tradedoubler Performance Marketing Works research, March Italy: 305 respondents 14

15 Purchases on mobile devices are not just lower-priced goods 14% 11% 27% 10% 13% 15% 17% 13% Source: Tradedoubler Performance Marketing Works research, March Italy: 305 respondents 15

16 Mobile is disrupting behaviour: users are now browsing anytime, any place 60 % MOBILE 94 % PC 68 % MOBILE 5 % PC 60 % MOBILE 4 % PC 67 % MOBILE 5 % PC Source: Tradedoubler Performance Marketing Works research, March Italy: 305 respondents 16

17 Performance marketing: maximising multi-channel opportunities 17

18 Mobile: the opportunity for performance marketing How people change their shopping behaviour when they use their mobile Source: Tradedoubler Performance Marketing Works research, March Italy: 305 respondents 18

19 Mobile: the opportunity for performance marketing How people change their shopping behaviour when they use their mobile Source: Tradedoubler Performance Marketing Works research, March Italy: 305 respondents 19

20 Smartphone owners are engaged with a range of affiliate models and apps Source: Tradedoubler Performance Marketing Works research, March Italy: 305 respondents 20

21 The proof: Tradedoubler client successes 21

22 The role of mobile in a multi channel campaign Lead generation Mobile used to complement lead gen activity and increase campaign impact among a highly engaged online audience Client: Vodafone Target: Promotion Vodafone Square with a campaign optimised on Click to Call Remuneration model: CPC with tracking Click to call, 571 calls generated in 1 month 22

23 Conclusions Performance marketing has disrupted traditional purchasing patterns for good. The ability to compare prices, search for deals and offers and the acceptability of using vouchers has created a breed of deal-savvy consumers who are agnostic about where they buy, as long as they get the best price. The proliferation of smartphones continues to fuel this change in behaviour. Consumers are empowered to make informed purchase decisions, regardless of location. 23

24 Thank you for listening Andrew Buckman, COO Vittorio Lorenzoni, Regional Director South 24