Post on 13-Jan-2015
description
Cashing in on the Top 10 Hottest Areas of Digital Marketing
Image Source: http://www.infobarrel.com/media/image/970.jpg
Today’s Speaker
• Bringing together buyers and sellers of digital marketing solutions
• Consulting and representation for marketers, agencies, media companies and technology providers
• 5 years as VP, Marketing & Strategic Partnerships at Resolution Media, a top SEM under Omnicom
• 5 years running Midwest sales at L90/MaxOnline, an early ad network that got bought by Excite, then Ask Jeeves, then IAC
• Blogs extensively at DigitalSeaChange.com and GoodURLBadURL.com
Aaron Goldman, Founder & Managing Partner of Connectual
Image Source: http://connectual.com/about/
Agenda
• Industry Outlook
Image Source: http://scrapetv.com/News/News%20Pages/Games/Images/crystal-ball.jpg
Agenda
• Industry Outlook
• 10 Hottest Areas of Digital Marketing & How to Cash In
Image Source: http://scrapetv.com/News/News%20Pages/Games/Images/crystal-ball.jpg
Agenda
• Industry Outlook
• 10 Hottest Areas of Digital Marketing & How to Cash In
• Q & A
Image Sources: http://scrapetv.com/News/News%20Pages/Games/Images/crystal-ball.jpghttp://www.dietpower.com/images/microphones_314.jpg
Industry Outlook
Image Source: http://i192.photobucket.com/albums/z221/agoldman3/Obama8Ball.jpg
Digital Marketing is Growing!
Image Source: http://blogs.forrester.com/marketing/2009/07/interactive-marketing-nears-55-billion-advertising-overall-declines.html
Digital Marketing is Growing!
Image Source: http://blogs.forrester.com/marketing/2009/07/interactive-marketing-nears-55-billion-advertising-overall-declines.html
Where’s the Money Going?
Image Source: http://blogs.forrester.com/marketing/2009/07/interactive-marketing-nears-55-billion-advertising-overall-declines.html
Can We See That in a Pie Please?
Source: http://blogs.forrester.com/marketing/2009/05/interactive-budgets-are-growing-at-the-expense-of-offline.html
Can We See That Again?
Image Source: http://blogs.forrester.com/marketing/2009/07/interactive-marketing-nears-55-billion-advertising-overall-declines.html
Can You Break Down Display?
Source: http://www.iab.net/media/file/IAB_PwC_2008_full_year.pdf
10 Hottest Areas of Digital Marketing & How to Cash in
Image Source: http://www.iphonematters.com/images/uploads/all_about_benjamins_small.jpg
Local
Image Source: http://www.psfk.com/wp-content/uploads/2009/04/hyperlocal.jpg
10
Local
Image Source: http://www.google.com/search?hl=en&safe=off&rlz=1B3GGGL_enUS323US323&q=lamp+&aq=f&oq=&aqi=g10
You Don’t Have to be a Local Marketer to Localize your Marketing!
Local
Image Source: http://www.google.com/search?hl=en&safe=off&rlz=1B3GGGL_enUS323US323&q=lamp+&aq=f&oq=&aqi=g10
You Don’t Have to be a Local Marketer to Localize Your Marketing!
Mobile
Image Source: eMarketer Chicago Breakfast Aug. 2008
9
Mobile
Image Sources: http://kottkegae.appspot.com/images/iphone-parallels.jpg http://pornstarbabylon.files.wordpress.com/2009/02/10-porn-stars-who-twitter-2009.jpg http://www.lecreme.com/images/viagra-pill.gif
Give the People What They Want!
Sponsor:
Mobile
Image Source: http://www.apple.com/iphone/apps-for-iphone/staff-picks/whole-foods-market-recipes.html
Give the People What They Want!
Multivariate Testing
Image Source: Omniture OMMA Hollywood 2009
8
Multivariate Testing
Image Source: Omniture OMMA Hollywood 2009
8
Multivariate Testing
Image Source: http://www.omniture.com/en/product_tours/offermatica/mvt?fc=true&v_id=457475
Let Automated Tools do the Math for You!
Creative
Image Source: http://www.doubleclick.com/insight/pdfs/dclk_2008benchmarks_0906.pdf
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Creative
Image Source: http://www.doubleclick.com/insight/pdfs/dclk_2008benchmarks_0906.pdf
7
Dynamically Assemble Your Ads on the Fly!
Creative
Image Source: http://www.colettelesage.net/ecom/yahoo_smart_ads.jpg
Networks/Exchanges
Image Source: http://www.doubleclick.com/insight/pdfs/dclk_2008benchmarks_0906.pdf
6
Networks/Exchanges
Image Source: http://ianthomas.typepad.com/.a/6a00d8341bf6d253ef010535ed1901970b-pi
Don’t Waste a Single Impression!
Behavioral
Image Source: http://www.mobilestorm.com/digital-marketing-blog/wp-content/uploads/2008/12/behavioral-targeting.jpg
5
Behavioral
Image Source: http://www.cardlytics.com/demobank/
Use E-Commerce Data and Focus on Recency!
Analytics
Image Source: http://www.mvps.org/st-software/Movie_Collection/images/11665f.jpg
4
Analytics
Image Source: Resolution Media 2009
Don’t Obsess over the 2% that Convert. Obsess over the 98% that Don’t!
10,000 Clicks
174 Sales
9,826Missed Opportunities
10%
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
Per
cent
of S
ite
Vis
itors
Video
Image Source: http://videoegg.com/files/pdf/making_net_work_better_for_brands.pdf
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Video
Image Source: http://adlab.microsoft.com/Video-Hyperlink/
Slow the Roll and Pay for Engagement!
Search
Image Source: http://blog.seattlepi.com/microsoft/archives/173780.asp
2
Search
Image Source: http://www.google.com/insights/search/#q=mcdonalds%2Cburger%20king%2Cwendys&geo=US&date=today%2012-m&cmpt=q
Use Search Data to Inform Other Media!
Social
Image Source: http://siteanalytics.compete.com/facebook.com+myspace.com+twitter.com/
1
Social
Image Source: http://i192.photobucket.com/albums/z221/agoldman3/Goldman107.jpg
Crawl Before You Walk & Listen Before You Talk!
Additional Resources
• TinyURL.com/Connectual– More Color Commentary on the 10 Hottest Areas
of Digital Marketing
• DigitalSeaChange.com– Digital Marketing Blog
• TinyURL.com/adtechChicago– 9/1 Keynote Panel “The State of the Industry”
Image Source: http://www.ad-tech.com/chicago/session_detail.asp?refad=1&session=1035
Q & A
Image Source: http://www.dietpower.com/images/microphones_314.jpg