Maximizing Your Media Mileage with Performance Marketing

Digital Marketing MasterclassJUNE 2016

2

Guillaume BouchardCEO, iProspect Canada

Traffic Generation

Content Marketing

Natural Search

Performance Display

Paid Social Media

Paid Search

Creative Experience

Structured Data & Feeds

DigitalPlatforms

Conversion Optimisation

Data & Analytics

Analytics & Conversion #1-2Global spend

Google Adwords

#1Global SpendFacebook Ads

Our Clients

+ 100 clients in every vertical

90+ experts in Toronto & Montreal3500+ experts in 50 countries

Advertiser’s Challenges in the Digital Economy

1. Budget Decisions

Source: Eisenberg Holdings

Companies spend $92 bringing customers to their site, but only $1 converting them.

2. Rise of Media Costs

Due to increased levels of competition and market contraction, the cost of media, both offline and online, keeps rising.

3. Increasing pressure to prove ROI

Marketers are always negotiating to secure adequate budgets, whilst constantly being required to demonstrate clear ROI. Meanwhile, procurement tries to drive the costs down

4. Flaws in Media Buying Processes

Plan Buy Post-Analysis + Insights

Plan Buy

Real-time Optimization

Media Buying in the Traditional Economy

Media Buying in the Digital Economy

Post- Analysis + Insights

What to do?

Media Optimisation Needs Will Vary

Non-linear needs in resources according to:

● Campaign Type● Selected Media Channels● Campaign Reach/Targeting● Advertiser’s digital ecosystem

Finding the Right Balance to Maximise Performance

Quantity + Quality of Expertise

Media Budget Ratio

Earn it, don’t (over) pay for it!

Paid Search vs Organic Search

● Search is a balancing act● Don’t rely too much on one or the other

Laser-Focus Targeting & Remarketing

Get as relevant as you can, as if it was a 1 on 1 relationship.

Beautiful Basics

Don’t go for big shiny objects before you master the best practices of a marketing channel.

Conversion Optimisation

● Experiment to improve constantly.

● Use the power of digital to test traditional media

People

● Not all marketing channels are created equal. They require different amount of work.

● Work with your agency to find the optimal point between workforce and media.

Case 1: Under performing

Net Media Spend

Net Workforce Costs

Performance

5%

95%

Case 2: Optimal performance

Performance

17%

83%

Net Media Spend

Net Workforce Costs

Find the right balance between Organic and Paid search

Nurture a testing culture and apply your learnings to all your marketing channels

Master a channel before venturing on the next big thing

In short...

Hit the sweet spot between the right amount of people and media for each channel/initiative. Not all media are created equal.

For more details:

Join us at the roundtables!