Day1 1300 melnick_beyond performance marketing
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Transcript of Day1 1300 melnick_beyond performance marketing
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14 November 2011
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Agenda
Background
Why?
Product Launch
The Best Non-Performance Opps
Summary
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Lloyd Melnick
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fiveonenine games
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Cost of Ads Skyrocketing
$0,00
$0,50
$1,00
$1,50
$2,00
$2,50
$3,00
$3,50
1.2.
2010
2.2.
2010
3.2.
2010
4.2
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2010
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2010
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1.2.
2011
2.2.
2011
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Median CPC US 30-39
Median CPC Median CPC
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Increasing Demand Increases Costs
$2.1 Billion
$8.3 Billion
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Limited Audience
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Components
Pre-Launch
Launch
Post Launch
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Key Elements to Pre-Launch Phase
• Test
• Involve Customers Research
• Steps
• Resources
• Goals Plan
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Caveats When Listening to the Customer
Customer feedback myopic
Customer feedback backward looking
Competitive secrecy compromised
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Marketing Plan Fundamentals
Target Distribution Promotion
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Launch Plan The details of who does what when and where
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Key Elements to Launch
When and Where
Promotion
Support
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When and Where
When
• Minimum Desirable Product
• Full Beta
When II
• Speed to Market
• Competitive Launches
Where
• Facebook English
• Global
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Coordinate You
Media Partners
Ad Agency
Press
SNs
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Launch
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Promotion/Media Mix
Performance Social Print
TV Web
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Post-Launch: Measure and React
Adjust
Analyze
Measure
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Television
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Multiple TV Options
Excess Inventory
Joint Ventures
“Infomercials”
Traditional Advertising
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Multimedia Distribution
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Even More Options
Joint Venture/Rev
Share House Ads
Cross Promotion
Ad Sponsored
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Social Media
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Easy Way Out
Not just ads
Create a dialogue
Events and promotions
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Summary
Create a real marketing plan
Do not neglect traditional marketing channels
Performance marketing is still important
Measure and react
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Thank you
Twitter: Lloyd Melnick
http://lloydmelnick.com/