Top Trends In Digital Marketing And What to Do About Them

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Jeffrey Taylor
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1 Top Trends In Digital Marketing And What to Do About Them

2 Top Trends in Digital Marketing and What to Do About Them

3 Agenda for Date Time Time Time Time Time Time Item One Item Two Item Three Item Four Item Five Item Six 1. Local Search Trends - Be Visible Best Practices - Proper Media Areas - NEW!: Geo + Demo 2. Audience Management - 1 st, 2 nd, 3 rd Party - Latest Platforms & Partners 3. PLAs - Prime Real Estate! 3. What s Next? 2.0 Tactics - Amazon Marketing Services - YouTube True View - SEO: Social Signals

Audience Management - 1 st, 2 nd, 3 rd Party - Latest Platforms & Partners 3.

4 Local Search Trends

5 Trend: Local Key to Driving In-Store, Yet Many Companies Not Taking Advantage 51% use their smartphones to search for local info on-the-go 41% use their smartphones to search in-store However Only 31% of business professionals are focusing on mobile/local search engine optimization Only 23% are using click to call Sources: emarketer, Google, Understanding Consumers Local Search Behavior, in partnership with ipsos MediaCT and Purchased, May 1, 2014 emarketer, IBM Tealeaf and Econsultancy, Delivering a seamless experience across every channel, Sep 16, 2013

optimization Only 23% are using click to call Sources: emarketer, Google, Understanding Consumers Local Search Behavior, in partnership

Prioritize mobile search investment Search is the most common starting point for mobile research 48% start on search engines 33% start on branded websites

6 Prioritize mobile search investment Search is the most common starting point for mobile research 48% start on search engines 33% start on branded websites 26% start on branded apps Mind your local info Google My Business Free! Location, hours, news seamlessly across Google properties Photos Virtual Tours Be Visible

26% start on branded apps Mind your local info Google My Business Free!

7 Geo-Targeting Geo Fencing in enhanced campaigns Mobile Product Listing Ads (PLAs) Conquesting Ad Extensions Click-to-Call 70% of mobile users used click to call (Google) Call tracking/metrics available Site links Location extensions Be Visible

Click-to-Call 70% of mobile users used click to call

8 Case Study: Acme Auto Dealer Greater New York Area Located in Yonkers, NY (Westchester County). Despite multiple other dealers with locations in the Bronx and Manhattan, they insisted on targeting all of the Greater NY area. Led to massive Impressions and high media spend, but poor performing CTR & CPL, with no discernible improvement in leads. Actual Target Westchester Acme Auto Dealer * * Call tracking issue GNY Dealer Locations

Case Study: Acme Auto Dealer Greater New York Area Decision was made to adjust the Westchester Auto Dealer s target to a more concise radius around the dealership.

9 Case Study: Acme Auto Dealer Greater New York Area Decision was made to adjust the Westchester Auto Dealer s target to a more concise radius around the dealership. Proper management for a retail / brick & motor PPC campaign. Removes the disadvantage for the other dealers that the target was overlapping with. More user-friendly search results the Westchester dealer, as consumers from further away were not converting. Previous Target New Target Focused on PMA & radius around the dealership. For example, a consumer in Manhattan is unlikely to drive all the way to Westchester, when they have much closer options. = Consumer unlikely to commute to Westchester

More user-friendly search results the Westchester dealer, as consumers from further away were not converting.

10 Case Study: Acme Auto Dealer Greater New York Area As a result of the adjusted targeting, key metrics improved drastically, while overall leads remained consistent, and even increased slightly, as the clicks generated were from consumers more likely to visit the Westchester location. CTR more then doubled CPC saw strong improvement Media Costs (spend) dropped significantly Forms and Calls (leads) both increased CPL dropped from mid $20s all the way down to well under $10

consumers more likely to visit the Westchester location.

11 NEW: Geo + Demo Targeting

12 Audience Management

13 Complex Audience Options Offline data online Via CRM (and list) onboarding, DMPs, FBX 1 st Party Your data CRM Cookie based (site visitors) 2 nd Party Your data on a separate platform or close partner data Terms arranged with a publisher/partner in advance 3 rd Party External platforms/aggregators Turn key audiences (put not proprietary) that are broadly purchased Can be accessed trough DMPs 2 nd Party 1 st Party 3 rd Party

Terms arranged with a publisher/partner in advance 3 rd Party External platforms/aggregators Turn key

14 1 st Party - CRM Onboarding/LiveRamp CRM Data Data Onboarder (LiveRamp) Target Your Customers Online

15 3 rd Party - Blue Kai/DMP

16 BlueKai Interface/In Market Segments Target 4MM people in market for Toyota vehicles with the check of a box!

17 BlueKai Software Client Case Study Challenge: Encourage repeat visitors to engage and generate trial downloads from a software client s website. 1 st party data created a pathway for highly targeted campaigns and increased performance Amazing Results! Sample Copy: You Learned the New Features. Take the Next Step: Download a Trial!

1 st party data created a pathway for highly targeted campaigns and increased

18 Facebook Exchange (FBX) CRM data lists Site Visitors 3 rd party audiences (Auto In Market)

FBX Case Study Online Clothing Retailer An online clothing retailer created 1 st party cookie pools of product viewers on their site This audience was deployed in FBX with ad copy reminding them to

19 FBX Case Study Online Clothing Retailer An online clothing retailer created 1 st party cookie pools of product viewers on their site This audience was deployed in FBX with ad copy reminding them to come to purchase the product Prior to using this tactic, the retailer was using a 3 rd party ad exchange platform The performance is compared below: 12% better conversion rate than ad exchange buying Saw 49% lower CPM Drove 28% of retailer s total sales

product Prior to using this tactic, the retailer was using a 3 rd party ad exchange platform The performance is

20 Search Retargeting Retargeting Lists for Search Ads (RLSA) Users that are more familiar with your site, product, or brand are more likely to convert

Personalization: Airline Case Study Through point creative testing for a large airline, Performics discovered when a relevant city is in the creative, performance improves by up to 25%.

21 Personalization: Airline Case Study Through point creative testing for a large airline, Performics discovered when a relevant city is in the creative, performance improves by up to 25%. However, responding to every unique flight search query with a personalized location description created massive manageability bottlenecks Performics created a custom API enabling dynamic decisioning for large airline Cost-per-sale improved by 67% Conversion rate improved by 81% when extended to search networks In the participation age, people expect to access information about something relevant to them at the very moment it s relevant.

22 PLAs

23 PLAs - Prime Real Estate

24 PLAS - Huge Growth in Advertiser Spend PLA spend was up 72% Y/Y, while text ad spend only grew 11% PLA share of total Google clicks is at 26% of overall paid search clicks & 50% of non-brand clicks Conversion rates are higher than text ads 13% higher ROI than text ads Source: RKG DMR Q2 2014

25 What s Next? 2.0 Tactics

26 Amazon Marketing Services 30% of people researched on Amazon before they purchased (even if not from Amazon) Create A Page Free! Sponsored Search ecommerce Ads Register as a seller Ebay Like $ Sponsored Products

27 YouTube True View YouTube is the #2 search engine behind Google (bigger than Yahoo and Bing)

28 SEO: Social Signals

Catalyzing Social Signals Case Study A large retailer launched a new product line that experienced minimal visibility and sales among its target audience both online and in-store.

29 Catalyzing Social Signals Case Study A large retailer launched a new product line that experienced minimal visibility and sales among its target audience both online and in-store. An innovative solution was sought Performics coordinated with 3 well-known industry influencers, with strong social followings, to create relevant and engaging product tutorials and promote them on YouTube and Twitter. The industry influencers created 16 tutorials published on both the retailer s and the influencers social channels to maximize visibility and product awareness. YouTube and Twitter promotional campaigns drove 2.8M impressions and over 400,000 video views Increased target keywords organic search visibility by 20% and weighted share-of-voice by 102% Twitter engagement rate was 100% higher than industry benchmark

30 Performance Ad Units In Social On the heels of FBX success, Facebook, Twitter & Pinterest are rolling out more performance based ad unit

Thank You! Connect with Performics performics.com facebook.

31 Thank You! Connect with Performics performics.com Joe Owens Group Account Director

DISCOVER NEW BUSINESS WITH PAID SEARCH.

DISCOVER NEW BUSINESS WITH PAID SEARCH. Paid Search marketing can put your dealership s website at the top of search engine rankings. Search is the # 1 resource used by today s digital driver. 2 Consumers