David Špinar: Key trends for online performance marketing
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Transcript of David Špinar: Key trends for online performance marketing
Key trends for online performance marketing
• David Špinar, H1.cz• Marketing Monday, 17. února 2014
• A. Inbound Marketing
• B. Programmatic Audience Buying
All people seeing the same print ad
All internet uses seeing the same online ad
All people seeing the same TV spot ?TV Print Internet
• Media/Placement buying
Affinity is the key, but very speculative
• Audience buying
• Media vs Audience?
Media/Placement Audience
Target Others
• Programmatic?
• C. Online in multichannel perspective
Inte
res
ted
par
ties
Cli
ents
Awareness Consideration Conversion Loyalty
TV Newspaper OOH Radio
Reach BannerDisplay
Generic SearchGoogle/Yahoo
ApplicationiOS/Android
Brand SearchBing/Google
Brand SearchBing/Google
Price ComparisonDisplay/Google/Aff.
RetargetingDisplay/Affiliate
Reach BannerDisplay
Facebook AdsDisplay
ConversionOptimisation
Generic SearchGoogle/Yahoo
Targeted BannerRTB
VideoYouTube
Referral ProgramAffiliate/SOM
CouponingAffiliate/Mobile
Mobile
Online
Offline
• Customer journey is complex
Customer Journeys have multiple touch points
The last touch point before conversion
Cookie interface: Every conversion is appropriately assigned to the respective channel based on Conversion Attribution.
Performance Analysis
ConversionAttribution
7x Affiliate
2x SEA 1x Video
1x Display 1x SEO 1x Affiliate 3x Video 1x SEA 1x Direct
2x SEA 2x SEA 6x Display 2x Video
3x SEA 2x Video 4x Display 1x SEA 1x Display
• Attribution recognition
PR
OD
UC
T O
FF
ER
AU
DIE
NC
E
QMP
High-perform
ance
adserver Ana
lysi
s an
d
optim
isat
ion
Tracking and reporting
DC
O
DATA
Ret
arge
ting
Attribution
Bid
mgm
tR
TB
• Centralised campaign management
1. Inbound marketing enhances the value of unpaid traffic sources.
2. Programmatic Audience buying saves your money with precise targeting.
3. Multichannel approach prevents yout from a narrow minded activities and decisions.
• Take-aways
Thank you
• David Špinar• e-mail: [email protected]