Automated AfterMarketing. Driven by Data Accelerated by Automation
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1 Automated AfterMarketing Driven by Data Accelerated by Automation
2 What Is Marketing Automation? Marketing automation is software and tactics that allow companies to buy and sell like Amazon * *HubSpot
3 What Is Marketing Automation? Marketing automation is software and tactics that allow companies to buy and sell like Amazon * Reach and Nurture Prospects Highly Personalized Useful Content Convert Prospects to Customers Make Good Customers Better Customers *HubSpot
4
5 Reach with Frequency + Conversion Success
6 Highly Focused Reach Automated Ad Frequency + Automated Conversion Greater Success
7 Highly Focused Reach Automated Ad Frequency + Automated Conversion Greater Success
8 Common Reach Drivers Trade Pubs Trade Shows Direct Traffic SEO Digital Display Ad Words Social Mass Media
9 Common Reach Drivers Trade Pubs Trade Shows Direct Mail SEO Digital Display Ad Words Social Mass Media
10 Digital Display Growth
11 Robust Data Targets People Who Make the Purchase Decisions 90+ million demographic segments Defined by over 750 data variables Applied to People at over 18 million U.S. businesses
12 Business Goal: Promote to Shops That Have Ten or More Employees
13 Business Goal: Promote to Shops That Have Ten or More Employees Targeting Parameters: Geography: National Shop Size: Revenue of $1 million+ Employee count: 10 + Primary Audience: Shop Owners Secondary Audiences: Service Writers / Certified Technicians
14 Business Goal: Increase Brand Equity of Car Interior Cleaning Product Tom Barry Demographically Identical
15 Who s a Better Prospect for Our Car Cleaning Product? Tom s Car Interior Barry s Car Interior
16 Data Driven Targeting Means Reaching More Qualified Prospects (In the Right Places with Effective Frequency) Campaigns Launch Stronger Budget is More Focused Wasted Impressions are Minimized
17 Automated IP Targeted Ad Delivery Shop owners at home and work Shop employees at work and at home High value consumer clusters Re-engage prospects wherever they go Connect on all devices on all sites they visit
18 SRT Search Related Targeting
19 Ads Deployed Wherever They Go
20 Multivariate Creative Appeal to Different Kinds of Decision Makers / Logical / Campaign Op:miza:on Give weight to ads that get best response
21 Often Prospects Experience This When They Visit a Site Lead them to pages / places most valuable for your business
22 4 Different Landing Pages An Interac:ve Landing Page for Each Crea:ve Concept Objec&ve: Provide users with a full website experience to minimize site exits Dynamic Slider (w / 4 slides) - Ad and Value Message - Benefits of Ferguson - M12 Red Lithium Ad - Ferguson Locator Loca@on Finder Deal Summary M12 Hot Deals Video Product Shots and Descrip@ons Customer Reviews
23 Program Learns and Improves Optimizing Creative Deployment Increases Response Variables: Creative Version Media Source Day of Week Time Of Day Dwell Time
24 Value Beyond the Campaign Top Performing Categories and Sites Category / Site Category / Site CTR CTR Internet & Telecom 0.19% Travel 0.16% Jobs & Education 0.11% Online Communities 0.11% Beauty & Fitness 0.11% Health 0.10% Autos & Vehicles 0.09% Weather 0.09% & Messaging 0.08% m.accuweather.com 0.47% wiki.answers.com 0.16% % m.espn.go.com 0.10% m.mlb.com 0.10% % Program data can be used to inform conversion (and other marketing decisions)
25 Digital Brand Advertising Growing Fast
26 Custom ad deployment is now possible
27 Highly Focused Reach Automated Ad Frequency + Automated Conversion Greater Success
28 Data Driven Targeting Enables Conversion Maximize Customer Website Experience Marketing Performance Website Marketing and Business ROI
29 Use Data for Real Time Messaging Robust Targeting Data Deep Behavioral Data 1 st Party Data Frequency Recency 90+ million demographic segments Defined by over 750 data variables Applied to over 18 Million U.S. Businesses Time on Site Pages Visited Pages Visited Loyalty Programs Rebate Responses Catalog Data CRM Data Training Data
30 Business Goal: Promote to Shops That Have More Then 10 Employees Marketing performance Customer experience Business ROI
31 Right Message, Right Person, Right Time
32 Right Message, Right Person, Right Time TOM ASE Tech at 7 Bay Shop
33 Right Message, Right Person, Right Time TOM ASE Tech at 7 Bay Shop Visitor Type: Returning Last Visit: 2 days ago Visits in last 30 days: 3 Pages visited: 5 Time Spent: 2 minutes Source: IP banner ad Deliver the Free Product Sample Message
34 Right Message, Right Person, Right Time TOM ASE Tech at 7 Bay Shop Visitor Type: Returning Last Visit: 2 days ago Visits in last 30 days: 3 Pages visited: 5 Time Spent: 2 minutes Source: IP banner ad Deliver the Free Product Sample Message JASON Service Writer at Large Urban Shop Visitor Type: 3 rd visit Last Visit: 11 days Visits in last 30 days: 3 Pages visited: 4 Time Spent: 3 minutes Source: Direct Deliver the Rebate Offer
35 Right Message, Right Person, Right Time TOM ASE Cer&fied Tech at European Specialist Shop Visitor Type: Returning Last Visit: 2 days ago Visits in last 30 days: 3 Pages visited: 5 Time Spent: 2 minutes Source: IP banner ad Deliver the Free Product Sample Message JASON Service Writer at Large Urban Shop Visitor Type: 3 rd visit Last Visit: 11 days Visits in last 30 days: 3 Pages visited: 4 Time Spent: 3 minutes Source: Direct Deliver the Rebate Offer LINDA Owns 3 Large Repair Shops With Family Visitor Type: 3 rd Visit Last Visit: 4 Days Visits in last 30 days: 3 Pages visited: 3 Time Spent: 10 Minutes Source: Search Deliver Price/ Benefits Video
36 Learn More with Each Visit Clicked Banner Ad Visited Website Viewed Product Video $$$
37 Automated AfterMarketing Efficiently target the right repair professional audience Drive more qualified prospects to your site Leverage your web site traffic Increase actions valuable to your business Quickly and efficiently turn prospects into customers Do It All Easily, Automatically, and Affordably
38 Automated AfterMarketing Driven by Data Accelerated by Automation AutoAfterMarketing.com Al Haberstroh
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