HOW TO APPLY AUDIENCES SUCCESSFULLY AND INCREASE YOUR CAMPAIGN IMPACT

EDITH & JENNIFER

eBusiness consultants @ -

Relevant targeting?

Not really…

Transition slide: What’s the situation today

MARKET SITUATION

“This will be the user-centric year”2013

“This will be the user-centric year”

2014

“This will be the user-centric year”2015

HOW DIGITAL MARKETING WAS PRESENTED

DURING THE LAST FEW YEARS

“This is the user-centric year”

2016HOW DIGITAL MARKETING IS

PERCEIVED TODAY?

TRUE

USER-CENTRIC APPROACH

We are doing it

all wrong

TRADITIONAL VS. ONLINE MEDIA BUYING

Digital strategy is often an extension of the above the line strategy

We should more than ever make use of the digital data points

BABY PRODUCTS TARGETINGTraditionnal targeting

25-35 years old women Lisa – 25 years oldNo boyfriend, carreer focused, not ready for kids

Eva – 33 years oldMother of 2 kids (7 yo and 5 yo)No desire for a third kid

Laura – 30 years oldPregnant for the first time

HOW DIGITAL MARKETING IS OFTEN EXECUTED?

One single message for one single audience

One single message for specific audiences

HOW DIGITAL MARKETING IS OFTEN EXECUTED?

Specific messages for a specific audiences

HOW DIGITAL MARKETING SHOULD BE?

HOW DO WE DEFINE THOSE MESSAGES?

Who are the potential customers of my product, and what are their main concerns?

LANDING PAGES NEED TO BE LINKED TO THE MESSAGE

This will connect advertising with content marketing

HOW TO DEFINE YOUR AUDIENCES?

You need to go back to your product to define what are the reasons people are actually buying your product

The reasons people are buying your products depends on the moments of truth people are currently facing

HOW TO DEFINE YOUR AUDIENCE?

Do not double the budgetsDouble the impact

HOW TO DOUBLE YOUR IMPACT?

Rather than spending 20.000€ to target 10.000 potential customers, identify the 1.000 people that are actually interested in your products at that moment

HOW TO DOUBLE YOUR IMPACT?

Addressing the mass market

Capturing the qualitative always-on audience

20.000€1 month campaign

20.000€ Always-on

2 times more impact

HOW TO DOUBLE YOUR IMPACT?

Specific messages for a specific audiences

Need to create relevant creatives per core audience

HOW TO DOUBLE YOUR IMPACT?

90%

10%

Budgets

75%

25%

Budgets

Creatives

Media

Creatives

Media

• Mass-media creatives• Short & Intense awareness

campaign

• Better creatives (reason to buy message)• Always-on qualitative audience

Today Tomorrow

I am a digital marketer.

Now what?

SearchProgrammaticSocial

A COUPLE OF TIPS ON HOW TO APPLY THIS ON:

SEARCH ADVERTISING

Imagine you are a Banking company

Key moments that matter when opening a bank account :

• First job• Getting married• Having a baby

SEARCH ADVERTISING

1. ADAPT YOUR ACCOUNT STRUCTURE TO YOUR FUNNEL

ROI

Branding

Broad Generic

Targeted Generic

“information obligations”

“buying obligations”

“buy obligations + Your Brand”

Split out Generic Campaigns

Increase bdis for people who are more likely to convert

2. CREATE GOOD AD TEXTS80% of the users read only the headline

1) Make use of ETA’s extra space• Include strong CTA to encourage action• Include your most important reason why people should buy

your product in the headlines• Use numeric values to draw attention

2) Headline 1 is more important than headline 2

3) Use keyword insertion

4) Use the top keywords in the path fields of the URL

Segment users based on their intent and bid accordingly3. USE REMARKETING ON SEARCH

(RLSA)

PROGRAMMATIC & SOCIAL ADVERTISING

Imagine you are a Telecom provider

Key moments that matter : • University• Expats• Moving

PROGRAMMTIC & SOCIAL ADVERTSING

1. SEQUENTIAL BANNERING

Inspire Give information Sell

Contact Point 1 Contact Point 2 Contact Point 3

Tell a Story to Avoid IrritationPeople don’t want to see the same banner too much

1. SEQUENTIAL BANNERING

Show TrailerInform on

Season Start Sell Netflix

Subscription

Contact Point 1 Contact Point 2 Contact Point 3

Netflix Subscription from 9,99€

2. CUSTOM AUDIENCESUpsell your existing clients via Custom Audiences

1) Segment your clients• Split them by products• Split them by language

2) Upload client databases in Facebook

3) Target existing clients with complementary or supplementary products

2. CUSTOM AUDIENCESUpsell your existing clients via Custom Audiences

3. OPTIMISE CREATIVES BASED ON AUDIENCESDetermine

core audiences

Serve person-

nalised ad

What are the problems/situations people are facing when buying your products (i.e.:Telco)

Because we know you are moving we will serve you

this ad

Because we know you are starting at universitywe will serve you this

ad

Because we know you are an expat we will serve you

this ad

KEY TAKEAWAYS

KEY TAKEAWAYS

1. Define the reasons why people buy your products2. Determine your core audiences

3. Sit with your creative agency

4. Focus on the always-on qualitative audience instead of the mass-market

5. Adapt your environment (search, programmatic, social) to double your campaign impact

You aren’t advertising to a standing army; You are advertising to a moving parade (Ogilvy D.)

Thank You !

twitter.com/semetis

linkedin.com/company/semetis

facebook.com/semetis