London #B3Seminar: Why brands need to consider their Engagement Rate Optimisation - Andrew Machin
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Transcript of London #B3Seminar: Why brands need to consider their Engagement Rate Optimisation - Andrew Machin
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Welcome to…
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Why brands need to consider Engagement
Rate Optimisation
Andrew Machin – Head of Creative
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#B3Seminar
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#B3Seminar
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Brand
Customer
Offer
Respond
Convert
The ‘ORC’ customer journey#B3Seminar
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#B3Seminar
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Display ads served in the US in 2013. ~25% increase on 2009
Comscore
#B3Seminar
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Average CTR. Some formats as low as 0.04%
Doubleclick
#B3Seminar
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Statistically, you are more likely to survive a plane crash
Solve Media Research
#B3Seminar
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#B3Seminar
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A.D.D.?
#B3Seminar
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“There is no such thing as an attention span. People have infinite attention if you are entertaining them.”
Jerry Seinfeld
#B3Seminar
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A.D.D. M.R.D.
#B3Seminar
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#B3Seminar
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Because we live in the ‘moment’
Why?
#B3Seminar
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#B3Seminar
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#B3Seminar
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moments per day
#B3Seminar
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#B3Seminar
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#B3Seminar
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#B3Seminar
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#B3Seminar
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?
#B3Seminar
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?
#B3Seminar
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#B3Seminar
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#B3Seminar
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#B3Seminar
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#B3Seminar
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Brand
Customer Moment
Relevance
Engage
The emerging ‘MRE’ customer journey#B3Seminar
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The Audience of 1
#B3Seminar
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How do we become ‘relevant’ to 1?
#B3Seminar
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Really know your audience
#B3Seminar
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Engagement allows you to learn about your
customers
#B3Seminar
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Com
plex
ity
Knowledge
Decision/Experience
Model
#B3Seminar
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Com
plex
ity
Knowledge
#B3Seminar
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Com
plex
ity
Knowledge
#B3Seminar
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Com
plex
ity
Knowledge
#B3Seminar
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Com
plex
ity
Knowledge
#B3Seminar
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Com
plex
ity
Knowledge
We have matured here
#B3Seminar
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Com
plex
ity
Knowledge
We have matured here
But up here is where the magic happens
#B3Seminar
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Com
plex
ity
Knowledge
Understand motivations
concerns through engagement
Personalisecontent to create
unique experiences
#B3Seminar
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Com
plex
ity
Knowledge
#B3Seminar
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Com
plex
ity
Knowledge
#B3Seminar
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#B3Seminar
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Com
plex
ity
Knowledge
#B3Seminar
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Com
plex
ity
Knowledge
#B3Seminar
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Com
plex
ity
Knowledge
#B3Seminar
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Com
plex
ity
Knowledge
?
#B3Seminar
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Com
plex
ity
Knowledge
#B3Seminar
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#B3Seminar
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Com
plex
ity
Knowledge
In the moment
No value
Low content
Low engagement
#B3Seminar
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Why should brands start to optimise
their engagement?
#B3Seminar
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Engagement fuels Personalisation
#B3Seminar
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Personalisation creates Relevance
#B3Seminar
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Relevance leads to Experiences in the
‘moment’
#B3Seminar
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#B3Seminar
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#B3Seminar
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-30% Bounce rate+30% Conversion
#B3Seminar
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Com
plex
ity
Knowledge
Where are you?
#B3Seminar