Marketing in a 2.0 World - Results...
Transcript of Marketing in a 2.0 World - Results...
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Marketing in a 2.0 World
Claire Valoti Director of Agency Partnerships
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DESKTOP MOBILE
SEARCH DISCOVERY
IMAGES TEXT
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We’ve had a ringside seat
32M Mobile Monthly
Active Users
Source: Facebook UK internal data, Apr 2015
26M Mobile Daily Active Users
36M Monthly
Active Users
29M Daily
Active Users
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EVERYTHING COMPETES WITH EVERYTHING
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The gap between content creation and ability to consume content will continue to widen
Co
nte
nt
Time
Content created
Ability to consume content
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Consumers have more
control than ever
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Principles of people based
marketing
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1 Building effective reach
Principles of people based marketing
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Source: BARB
29m / a day 29m / a day 14.5m / a day
19.6m / a day 12.3m / a day
Reach still matters
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1 Building effective reach
2 People & Insights first
Principles of people based marketing
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Principles of people based marketing
1 Building effective reach
2 People & Insights first
3 Deliver personalisation at scale
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12m UK LOVERS OF
THE VOICE EE Don’t let Bufferface ruin
your day.
Buffer less and browse
more on
superfast 4GEE.
EE
20m UK SPORTS LOVERS
6.4m LONDONERS
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Principles of people based marketing
1 Building effective reach
2 People & Insights first
3 Deliver personalisation at scale
4 Data Driven engagement
![Page 16: Marketing in a 2.0 World - Results Internationalresultsig.com/wp-content/uploads/2015/11/2.-Marketing-in-a-2.0-Worl… · Marketing in a 2.0 World Claire Valoti Director of Agency](https://reader033.fdocuments.in/reader033/viewer/2022053004/5f07dc917e708231d41f1f0d/html5/thumbnails/16.jpg)
Principles of people based marketing
1 Building effective reach
2 People & Insights first
3 Deliver personalisation at scale
4 Data Driven engagement
5 Creativity is more important than ever
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Neil Johnston
Just landed back in the UK, looking forward to
bed!
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Principles of people based marketing
1 Building effective reach
2 People & Insights first
3 Deliver personalisation at scale
4 Data Driven engagement
5 Creativity is more important than ever
6 Understand the complete customer journey
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Path to purchase moves seamlessly across devices
Source 1: Millward Brown Research commissioned by Facebook Marketing Science, US, June 2014
Source 2: GfK Research commissioned by Facebook Marketing Science, US and UK, Dec 2013
Source 3: Facebook internal data, US, measured May 15-July 25, 2014, reported August 2014, all US advertisers using Facebook conversion pixel, 28-day attribution
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You are not seeing the true picture
Cookies don’t work on mobile
• 26% overstatement of reach
• 59% accuracy in demographic targeting
• 41% understatement of frequency
• 21% of conversions not captured
Source: Atlas internal data, 2014; Nielsen OCR, May 2014
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The new standard for people-based marketing
Prove real results The bridge from
online to offline
Cross-device
by design