Redefining Performance MarketingBusting the myth of the performance “one man show”

Adrian EnacheManaging Director & Co-FounderThe MasterPlan Agency&

15/11/2015 2

Media buyer Advertiser or agent who buys advertising space

(in print media) or time slots (on electronic media).

Source: http://www.businessdictionary.com

BEFORE THE DIGITAL ERA

15/11/2015 3Source: www.media.ofcom.org.uk

THE DIGITAL ERA

15/11/2015 4

+(Digital) Media Buyer

THE DIGITAL ERA

15/11/2015 5

Online is just another channel ?!

15/11/2015 6

http://downloads.pagefair.com/reports/2015_report-the_cost_of_ad_blocking.pdf

The outcome of traditional approach is right here

15/11/2015 7Statista.com

The outcome of traditional approach is right here

15/11/2015 8

Ad blocking estimated to

cost publishers nearly

$22 billion during 2015.

Ad blocking grew by 41%

globally in the last 12

months.

In the United States, ad

blocking cost an

estimated $5.8bn in lost

revenue in 2014

PageFair predicts Google

is losing $6.6 billion in

revenue

PageFair.com

BusinessInsider.com

What is the outcome globally?

Source: PageFair

15/11/2015 9

Egyptian Digital Market Stats

- amazing opportunity -

15/11/2015 10http://blog.pagefair.com/2015/adblock-explorer/

Egyptian market stats

15/11/2015 11http://blog.pagefair.com/2015/adblock-explorer/

The outcome of traditional approach is right here

15/11/2015 12

In Digital Campaigns Relevance Is The Key

The digital media targeting is extremely strict regarding this rule.

Otherwise the invested budget has no ROI or can even attack your brand

15/11/2015 13Source: www.bandt.com.au

THE DIGITAL ERA

15/11/2015 14

One-Man ShowPerformance Marketing

THE DIGITAL ERA

15/11/2015 15

(Digital)

Strategy

RTB & Media

Buying (hybrid)

CPC/CPM/CPL

Digital Media

campaigns

User Experience

Social Media

Advertising

Creative

capabilities

Data & Statistics

expert

Preview the

future (trends

analyst)

Integration

CapabilitiesDevelopment

Conversion Rate

Optimization

The initial

adopter of

technology

Economy &

Business ImpactAn list

Performance Marketing Skills

15/11/2015 16

The Marketing Technologist

15/11/2015 17

impossible

Integration

New team RolesDigitally-driven approach

15/11/2015 20

The person that understand where most of the decisions are taken and when and how you can

trigger the interest.

Psychologist / Neuro-marketing & emotional triggers generator

The person in the team that will give the initial data in order to start the campaign; she or he will connect

information that you would never bring in the same pool of data.

This person needs to use large amounts of data to discover insights and the foundation of starting and

continuing your campaigns

Get a data guru and a crazy scientist

The person in the team that will understand where the users are. He or she will be able to

include certain channels that do not appear appealing in a performance marketing strategy in

the initial stage (such as signal-beacons combined with Wi-Fi login, geo-targeted SMS etc)

The Customer Journey “Driver”

The person in the team that will give the needed boost regarding engagement and amazing experiences .

Creative Mind with a twist – usable/approvable solutions

If the creative mind dreams up amazing possibilities, the integrator transforms these ideas in a

pragmatic, compelling real world experience.

The Integrator

Lead Generation Trend for Honda, even after the CR-V Launch

*Google Analytics screenshot. Absolute values are CONFIDENTIAL

Performance Media Partners

With 30% increase in leads we managed to

achieve 80% increase in sales.

CRO. A/B Testing. Performance Media Case-study

A/B Testing and media optimization made us and our partner achieve a

+94% increase in conversion ratecompared with the test subjects (left and right)

Performance Media Partners

International private medical services Focused campaigns for excellent medical services industry

CRO & Performance Media

Performance Media Customers

A/B Testing iterations made us and our partner achieve a

+60% increase in the number of people we managed to put in contact with excellent medical services

15/11/2015 25

Let’s keep in mind!

It is not a one-man show

Build a team

Be relevant

Always test your hypothesis

15/11/2015 26

Follow me here:LinkedIn, Twitter, Facebook, Slideshare@adrianenache87adrianenache.com

Follow The MasterPlan Agency:LinkedIn, Twitter, Facebook

/TheMasterplanAgencythemasterplan.ro

&Adrian EnacheManaging Director & Co-FounderTheMasterPlan Agency

Thank you!Questions?