Five Performance Marketing Trends to Watch - Jon Myers, Marin Software
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Transcript of Five Performance Marketing Trends to Watch - Jon Myers, Marin Software
![Page 1: Five Performance Marketing Trends to Watch - Jon Myers, Marin Software](https://reader030.fdocuments.in/reader030/viewer/2022032514/55d7405cbb61eb334f8b45bf/html5/thumbnails/1.jpg)
5 Trends to Watch in Performance MarketingJon MyersVP & Managing Director - EMEA
@JonDMyers
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October, 2014
Performance Marketing: Looking back over 20 years
@JonDMyers
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The history of performance marketing 1993 - 1998
@JonDMyers
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2000: A performance marketing behemoth was born
@JonDMyers
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Google.com: 1999
NO RECORDED REVENUE FOR 1999
@JonDMyers
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The history of performance marketing 2000 - 2007
@JonDMyers
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Google.com: 2007
2007 REVENUE = $17.5BN
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The history of performance marketing 2007 - 2013
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Google.com: 2014
2013 REVENUE = $57.8BN
@JonDMyers
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October, 2014
Performance Marketing Trends: 1) Search is learning from display
@JonDMyers
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Search is online advertising’s biggest channel…
…BUT IT’S STILL LEARNING FROM OTHER CHANNELS
@JonDMyers
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Search has traditionally been focused on keywords
Keyword Portfolio
Cost related
Re
turn
rela
ted
1 2
3
4
56
high
hig
h
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Audiences are the new keywords
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Audience activation in RLSA: “Credit Card”
• High HHI• Affluent Cluster• Senior Mgmt
Existing Customer
Top Rewards Card Perks
Low RateDouble Miles
No MessingNegative bid boost: - 100%
Audience Search Ad Copy Bid
• Student• Frequent Traveler
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Adjust bids based on audience data
12% uplift in generic query CTRs for Motor Insurance vs. standard campaigns 7% reduction in CPCs across Motor Insurance vs. standard campaigns 14% uplift in margin across the Insurance vertical
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Adjust messaging based on audience data
Non-Member Member
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October, 2014
Performance Marketing Trends: 2) Display is learning from search
@JonDMyers
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Display took search’s biddable model
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Now display is taking search intent
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Intent signal capture
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October, 2014
Performance Marketing Trends: 3) Search and social work together
@JonDMyers
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The buyer’s journey is highly fragmented
47% of revenue comes from purchases made in more than one day (Google) 65% of revenue comes from purchases made in more than one step (Google) Search engines and social networks are the top two sources used to research and
inspire purchase decisions (eMarketer)
Sources: Brand Perfect, “Adventures in Retail”, November 9 2012 and http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
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Search and social have become our go-to channels
Rapid and Continuous Growth
50% of Total Media Budgets
50% of Marketers Will Increase
6 Billion Google Searches / Day
1 Billion Daily Facebook Users
Google / Facebook = #1 / #2 for ROI
75% See as Critical for Cross-Channel
Sources: RBC Capital Markets and Advertising Age, “Facebook, Inc.” September 12, 2013, and http://news.magnaglobal.com/ipgmediabrands/press-releases/magna-global-advertising-forecast-2014-ipg-mediabrands.htm
Consumer Usage is Omnipresent
Marketers Are Embracing
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Looking at search and social separately doesn’t tell the full story
Social is more likely to “assist” sales made in other channels For every Social click resulting in a purchase, there are two clicks assisting another
converting channel
Source: Google http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
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Social advertising drives better search performance
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Customers who touch both channels are more valuable
Search Touches + Social Touches = Better Performance
• 2X higher conversion rate, 2X higher revenue / click than Search only• 4.5X higher conversion rate, 4X higher revenue / click than Social only
Focus on Acquiring Customers Across Channels
• Focusing on a single channel ignores the customers’ path to conversion • Focusing on a single channel limits the potential results you can achieve
Google / Bing Click+ Facebook Click
Facebook ClickOnly
Google /BingClick Only
3.56% CR$3.16 RPC
1.88% CR$1.56 RPC
.76% CR$.77 RPC
Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
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Search Revenue per Click is Higher When Managed with Social o + 36% higher than Search campaigns managed independently
Search Revenue per Conversion is Higher When Managed with Social o + 68% higher than Search campaigns managed independently
Is search and social campaign integration worth it?
Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
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October, 2014
Performance Marketing Trends: 4) “Cross-channel” is about the consumer, not the channel
@JonDMyers
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Journey to conversion is about the consumer
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One to One Relationship
How well do you understand your consumer?
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Cross-channel audience activation
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Mr. CMO – Tear down those walls
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October, 2014
Performance Marketing Trends: 5) Programmatic is moving towards transparency
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Mr. CMO – Tear Down Those Walls
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You need to gain transparency & control from programmatic display
Transparent bid calculations
Second-party data visibility
Full view of media costs
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October, 2014
Performance Marketing in the Future: What other media could become programmatic?
@JonDMyers
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Could television ads go programmatic?
@JonDMyers
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Could radio ads go programmatic?
@JonDMyers
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Could outdoor go programmatic?
@JonDMyers
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Your World
@JonDMyers
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Thanks!Jon MyersVP & Managing Director - EMEA
@JonDMyers