DIGITAL MARKETING

‣mar·ket·ing (n) - The action or business of promoting and selling products or services

2

Hard

3

4

2006 2009 2012

43 Mos.35 Mos.23 Mos.

Average CMO Tenure

5

Consumer

Website

Display

TV

Print

Outdoor

Direct Marketing

6

7

Consumer

Website

Display

Search

TV

Print

Social

Ad ExchangesOutdoor

Mobile

radio

email

Direct Marketing

Online Video

AMAZING FACTS AND SHOCKING STATISTICS

9

The commercial internet is twenty years old

10

Google and Amazon have a higher market value than Disney, Comcast, and News Corp.

11

True or False

> A. The entire Retail industryB. Annual US prescription drug salesC. PolandD. The entire NFLE. All of the above

12

Google owns 66% of Search and 16% of Display

13

Globally there are 2.3 Billion people connected to the Internet

14

Digital Evolution = Life Evolution

DISPLAY

16

$40 Billion spent on Display Ads in 2012

37% by 2014 – combined display market share of Google and facebook

17

Evolution of Ad Formats

18

Align with Branded Entertainment

19

Branding Vs. Direct Response

20

Video Advertising

21

Video Samples

Pre-Roll Units Web Content and Brand Channels

22

Right Inventory + Right Targeting = Right Customer

AD

AD

23

Google Display Network

YouTube and Google Sites Doubleclick Ad Exchange Partner Sites

Sites Games Social Media VideoFeeds Mobile

Benefits of Exchange Buying

Efficient Scale

• Decide how much to pay for each ad impression

• Eliminate intermediaries

• Auction system lowers costs

• Buy & optimize in real time

Targeting

• Target the right ad to right user at right time

• Control media placement and timing

Performance

• Instant feedback loop on what media is working

• Intelligent system can ‘learn’ to find high value users

Insight

• Transparency on media placement, performance and audience

• Learn about behaviors of users coming to your site, and who is purchasing

25

Targeting Capabilities

Behavioral Targeting

• Identify users who have interests, hobbies, purchase intent patterns, etc.

Contextual Targeting

• Run on sites and pages that may be relevant to the advertiser

Prospecting

• Cast a wide net to identify strongest sites, locations, times, messages

Remarketing

• Target users who’ve visited site, but haven’t yet purchased

• Reach users based on search activity

Deploying and Ad Exchange Strategy

Data Collection

• Collect data from first party and third party sources to develop profiles and targets of the ideal audience segments

Optimization and Insight

• Develop insight, refine and optimize efforts on an ongoing basis to find the optimal mix of ad, audience, and context

Programmatic Buying

• Target these data profiles through real-time bidded inventory where we can “cherry-pick” ad impressions and price them according to predicted return

Real-Time Bidding in Action

• Allows you to optimize based on where user is in the funnel

Qua

ntity

Price

$0.97 eCPM

HHI below 50K

$0.51 eCPM

Home Page Visit

$2.15 eCPM

“Look-alike” cookie

$3.46 eCPM

High Value Targus Segment

$4.61 eCPM

Brand Loyalist

SEARCH ENGINE MARKETING

29

$23 Billion spent in Search in 2012

400 Million – The amount of searches Google gets everysday

Where do People Click?

30% of Clicks

70% of Clicks

* Enquiro - 201030

31

Search is No Longer 10 Blue Links

Paid Search

Shopping

Organic Search

Video

Paid vs. Organic Search Differences

Immediate Impact

Control of Message

Can Target More Keywords

Easy to Test & Learn

Higher out-of-pocket cost

Performance-based Pricing

Long Term Results

Requires Implementation

Less on/off flexibility

Focus on content & site architecture

Extremely cost-efficient

Project-based Pricing

SEM / Paid Search / PPC

Vs.

Vs.

Vs.

Vs.

Vs.

Vs.

SEO / Organic Search

PAID SEARCH

34

Search Campaign Structure

Campaign Development

Bid Optimization

Landing Pages

Copy Optimization

Keyword Selection

• Keyword grouping strategy

• Identify growth opportunity

• Group sections & content to establish organic themes

• Leverage technologyto maximize efficiency

• Test different bid positions

• Adjust strategy by day-part, geography, etc

• Landing page creation and alignment

• Multivariate testing

• Ensure the right page is ranking based on a user query

• Align copy to keywords

• Ongoing testing and qualifying of offers to filter out bad clicks

• Edit or create new content to focus on conversions

• Selecting target KW’s based on goals

35

Keyword Selection

• Cast a wide net and optimize back

• Don’t use marketing language

• People don’t search the way you want them to

• Diabetes Recipes vs. Diabetic Recipes

digital cameras

best digital camera

buy [brand name][brand name]

SLR cameras

broad specific

36

Campaign Development

• Grouping KW’s into “like” categories allows for several advantages:

• Effectively manage budget

• Isolate performance and set goals differently

• Identify areas of opportunity

• Target differently

$100 Daily Budget

ComcastComcast Cable

Cable and InternetBuy Cable

$100 Daily Budget

Brand Terms Cable Terms

Bundle Terms Non-Brand Terms

37

Copy Optimization

• Align with perceived keyword search intent and should contain a call to action

Internet Keywords

Bundle Keywords

Broad Keywords

38

Landing Pages

• Delivering an experience based on your search query

39

Bid Optimization

• Tools allow you to automatically manage KW’s based on KPI’s

40

Google Ad Formats

ORGANIC SEARCH

42

Search Campaign Structure

Keywords & Content

Universal Search and

Social Media

Link Popularity

Keyword Selection

• Smaller group of KW’s based on site content

• Sharable content

• Assets such as videos, shopping & news feeds, and social media pages

• Are high quality sites linking to your website?

• Is Website coding Search Engine friendly?

43

Technical Architecture

What users see What search engine spiders see

44

Keywords and Content

• Fresh, unique, up-to-date content

• Page content length of 800 to 1,000 words

• Use important keywords throughout entire page and focus on one theme

• Within the content use links to related pages, if applicable; this will allow search engines to determine the relevancy of the target page

45

Keywords and Content – Meta Data

• Page Title – Each Page is unique

• Description Tag – Describes your site

Diabetes Complications

Diabetes Treatment

Diabetes Symptoms

Neutrogena.com

Site b Site CSite A

High-Ranking Sites

“acne medication”

Link popularity: • The number of sites that link to a

particular site. • Many search engines use link popularity

as a factor in determining the search engine ranking of a website.

Link building: • The process of creating inbound links to

one’s website.• This can be done with links from

relevant sites, blogs, forums, newsletters, press releases, and directories.

Link Popularity

SO-LO-MO

48

1 in 5 searches are done on a mobile device

40% - Projected search traffic Google with get on a mobile and Desktop

Mobile Shipments

49 Source: Mary Meeker “Top Mobile Internet Trends”, 2/10/11

Tablets

Smartphones

Notebook PC

Desktop PC

50

Mobile Users to Exceed Desktop

Global InternetUsers(MM)

51

Screens are Complimentary

12:0

0 AM

1:00

AM

2:00

AM

3:00

AM

4:00

AM

5:00

AM

6:00

AM

7:00

AM

8:00

AM

9:00

AM

10:0

0 AM

11:0

0 AM

12:0

0 PM

1:00

PM

2:00

PM

3:00

PM

4:00

PM

5:00

PM

6:00

PM

7:00

PM

8:00

PM

9:00

PM

10:0

0 PM

11:0

0 PM

Tablet Mobile Desktop

Day EveningMorningNight

Hourly Distribution of Searches by Platform(doesn’t reflect absolute traffic volume)

52

Even If You Don’t Build It…They Will Come

Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11

53

Apps vs. Mobile Web

Mobile Apps• Reach Customers Offline

• Use all device capabilities

• Media Rich Experience

Mobile Web• Simple to find

• Increased market share

• Easier to maintain

Building a proper mobile site

79% of large advertisers do not have mobile optimized websites

• Keep The Layout Simple

• Design For Thumbs, Not Mice

• Use Uniquely Mobile Features

• Make It Easy To Convert

55

Mobile Search Click-to-Call

• Google click-to-call advertisers saw an average 5-30% increase in CTRs

56

Mobile Display

Display ads Video Display Ads Drive to Mobile Site

57

Create Loyalty with Apps

58

Drive App Download

59

Local Mobile Targeting

LOCAL

61

74% of searches have a local intent

62

Local Integration Everywhere

Consumers are using search to find local businesses

• 60% of consumers begin their search for local businesses online

• 33% of all search queries yield local results

• 82% of people using local search sites follow-up with an offline action

Local business results are everywhere

• Organic Search Results

• Paid Search Results

• Internet Directories

• Smart Phones & Mobile Devices

• Online 411 Directory Services

• Navigation Systems

63

Paid Search Integration

64

Google Places

65

Organic Search

66

Map Integration

67

Beyond Local Search

SOCIAL

69

1/7 of the worlds population is on facebook

25 Minutes – Amount of time Americans spend on social media everyday

70

71

Social Influence on Search

= SearchEngine

Rankings

72

Social is About More Than Sharing

Transparency

Customer Service

Sales

Focus Groups

PERSONALIZATION

74

What Do You Know and What Will You Show

Searched Google

Connection Speed

Watched a Video

Visit Number

Shared with Friends

Gender

Targus Lifestyle Segment

75

?

76

Analytical Use Cases

• Persona Identification• Attribution Analysis• Audience Analytics• Full Funnel Analysis• Cross-Channel Analysis• Segment Enrichment• Improved Media Buys

Operational Use Cases

Recognize, Target & Optimize

• Dynamic Landing Pages• Site/Banner Optimization• Targeted Media Buying• Search Intent Retargeting• Social Media Targeting

Cross-ChannelData Management

Platform

Data Management,Tag Management,Segmentation, and

Application Services

Real-time Data

AnalyticalData

77

TESTING & MEASUREMENT

79

Cast of Characters

80

What are you measuring?

• Sales

• Traffic

• Visitors

• Page Views

• Conversions

• AOV

• CPA

• Bounce Rate

• Referral Source

• Exit traffic

• KW Ranking

• CPC

• Email sign up

• Return visits

• Abandonment rate

• Product mix

• Days / Visits to purchase

• Engagement

81

A/B Testing

82

Multivariable Testing

83

Digital Evolution = Goal Evolution

84

Measuring Beyond the Click

ActionClicked and ConvertedStore Locator / Visited StoreLatent ConversionsPhone CallConverted on Different ComputerConverted thru Other MediaConsidered But Didn’t Purchase (Abandoned cart)Opt-InNo Action: Good Experience (Browse)No Action: Bad Experience

Visits281211

152

2543

100

Value per Action250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$

$10$5

(1.00)$ 1514

Total Visitor Value500$

2,000$ 250$ 500$ 250$ 250$ -$ 20$

125$ (43)$

3,852$

85

Making the Boss Care

Don’t talk about…

Bounce Rate

Site Copy

CTR / CPC / Imps / Rankings

Traffic

Cool

86

Making the Boss Care

Illustrate…

Missed revenue opportunities

Delivering the Experience

Conversion / Sales / LTV

Engaging your Audience

Actionable Insights

Sales

87

Don’t let your inability to measure everything stop you from optimizing the

experiences

88

You’ve read lots of books, I’ve lived lots of life

THANKS!