Post on 13-Jul-2020
Audience-first:
the best digital marketing strategy
Name: Lilia Dikova
Position: Head of Digital
Company: Make it Cheaper
Industries: FMCG, Travel, Publishing, Utilities and Finance
Biggest passion in my life: Digital Marketing
Second biggest passion in my life: History
A bit about me...
● Who is this talk targeting?
● What is the objective of this talk?
● What is the current digital landscape?
● How to employ audiences to step change your digital strategy?
● Connect on LinkedIn to receive the slides
A bit about this talk….
Traditional and digital media landscape usage
Traditional and digital media landscape usage
Traditional and digital media landscape usage
30% of the adults consume
more than 3 different media in any half hour
Consumer touch points today
Audience-first in an Omni-channel environment
Cross-channelMulti-channel Omni-channel
Why are audiences important
Offer a relevant experience
Grow revenues
A
B
Put the customer first
Increase effectiveness
C
D
Make it cheaper - case study
Utilised key partnerships
Key online audience behaviours
A
B
Key trades by occupation
Multiple channel audiences
C
D
Make it cheaper - case study
Utilised key partnerships
Key online audience behaviours
A
B
Key trades by occupation
Multiple channel audiences
C
D
2.5CVR
Make it cheaper - case study
Utilised key partnerships
Key online audience behaviours
A
B
Key trades by occupation
Multiple channel audiences
C
D
30%CPA
Make it cheaper - case study
Utilised key partnerships
Key online audience behaviours
A
B
Key trades by occupation
Multiple channel audiences
C
D
£££
Types of audience data
Types of audience data
1st party - our own data and still the best qualityA
2nd party - group, partners, preferred publishers data
1st party - our own data and still the best qualityA
B
Types of audience data
2nd party - group, partners, preferred publishers data
1st party - our own data and still the best qualityA
B
3rd party - data bought from another entity to increase scale
C
Types of audience data
2nd party - group, partners, preferred publishers data
1st party - our own data and still the best qualityA
B
Similar audiences - mirroring all of the above
3rd party - data bought from another entity to increase scale
C
D
Types of audience data
Audience type: 1st Party
Highest Quality | Smallest Scale
Slice and dice by product for Xsale and suppression
Upload CRM data to check match ratesA B
Launch similar audiences or LAL and dedupe
Chop cookies based on website behaviourC D
PRO TIPS
Audience data cube - 1st party email lists
Products
Categories
A
B
All data
C
All data
Audience data cube - 1st party email lists
Products
Categories
A
B
All data
C
All data
Category 1
Category 2
Category 3
Audience data cube - 1st party email lists
Products
Categories
A
B
All data
C
All data
Category 1
Category 2
Category 3
Product1
Product1
Product1
Product2
Product2
Product2
Product3
Product3
Product3
All data
C1C1 C1
Audience data cube - 1st party website cookies
Action based
Page types
A
B
All users
C
All users
Audience data cube - 1st party website cookies
Action based
Page types
A
B
All users
C
All users
Content Pages 1
Product Pages 2
All users
PT1 PT1
Audience data cube - 1st party website cookies
Action based
Page types
A
B
All users
C
All users
Content Pages 1
Product Pages 2
Sign-ups1
Leads1
Video views2
Calls2
Page links3
Conversions3
All users
PT1 PT1
Audience type: 2nd Party
High Quality | Medium Scale
Create data exchange with preferred partners or publisher
Use pools from company microsites or group website
A B
Be compliant!Onboard a DMPC D
PRO TIPS
Data management platforms - how it works
CRMSales Display SearchSocial Email
Analytics - Behaviour
Data management platforms - how it works
Normalise DataSegmentation and Targeting
Attribution | Tracking | Research
CRMSales Display SearchSocial Email
Analytics - Behaviour
Data management platforms - how it works
Dynamic Website
Normalise DataSegmentation and Targeting
Attribution | Tracking | Research
CRMSales Display SearchSocial Email
Analytics - Behaviour
Online channels Email automation
Digital OOH
Audience type: 3rd Party
Uncertain Quality | Largest Scale
Make full use of the attributes: interests, demography, purchase intent and location
Use online behaviour and recency wisely
A B
Don’t go too narrow too early!Create a hierarchy of traits and attributes
C D
PRO TIPS
Narrowing down too early!
Narrowing down too early!
Target: +25, Sheffield, Male, Interests: Cars; Travel, In-Market: BMW and Engagement rings
Audience targeting per channel
GDN + Google Ads Facebook Audience Bing Audience Ads
Customer/email match ✔ ✔
Remarketing lists ✔ ✔ ✔
Similar audiences ✔ ✔
Product audiences ✔ ✔ ✔
In-Market audiences ✔ ✔ ✔
Placement targeting ✔ ✔
Affinity/interest audiences ✔ ✔
Demographic, device ✔ ✔ ✔
Location ✔ ✔ ✔
Align audience type according to the funnel and KPIs
ADVOCACY
AWARENESS
FAMILIARITY
CONSIDERATION
PURCHASE
Primary• Traffic• Building
audiences for retargeting
• Generating leads
ORGANIC CHANNELS PAID CHANNELS
3rd 2nd 1st
MIX
OBJECTIVES
Secondary:• Conversion• Audience size
Primary• Conversion• Retargeting• Generating leads
1st 2nd 3rd
MIX
OBJECTIVES
Audience targeting matrix
Ta
rge
tin
gL
ow
Hig
h
Profiling
Segmenting
Channels
Personalisation
Reach
Low High
PPC
Final advert after intent has
been created
Facebook Ad
We retarget user with a
vertical specific ad
Paid Native
Contextual targeting
based on content
Programmatic
Prospecting
High level of personalisation
A combination of multiple channels and audiences will help us create a full circle and achieve better conversions
Lilia Dikova
Sharing is caring! Keep connecting. Keep sharing.
@DikovaLilia