Redefining Performance Marketing & Busting the myth of one-man show: Keynote @Digital Media Forum...
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Redefining Performance Marketing Busting the myth of the performance “one man show” Adrian Enache Managing Director & Co-Founder The MasterPlan Agency &
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Transcript of Redefining Performance Marketing & Busting the myth of one-man show: Keynote @Digital Media Forum...
Redefining Performance MarketingBusting the myth of the performance “one man show”
Adrian EnacheManaging Director & Co-FounderThe MasterPlan Agency&
15/11/2015 2
Media buyer Advertiser or agent who buys advertising space
(in print media) or time slots (on electronic media).
Source: http://www.businessdictionary.com
BEFORE THE DIGITAL ERA
15/11/2015 3Source: www.media.ofcom.org.uk
THE DIGITAL ERA
15/11/2015 4
+(Digital) Media Buyer
THE DIGITAL ERA
15/11/2015 5
Online is just another channel ?!
15/11/2015 6
http://downloads.pagefair.com/reports/2015_report-the_cost_of_ad_blocking.pdf
The outcome of traditional approach is right here
15/11/2015 7Statista.com
The outcome of traditional approach is right here
15/11/2015 8
Ad blocking estimated to
cost publishers nearly
$22 billion during 2015.
Ad blocking grew by 41%
globally in the last 12
months.
In the United States, ad
blocking cost an
estimated $5.8bn in lost
revenue in 2014
PageFair predicts Google
is losing $6.6 billion in
revenue
PageFair.com
BusinessInsider.com
What is the outcome globally?
Source: PageFair
15/11/2015 9
Egyptian Digital Market Stats
- amazing opportunity -
15/11/2015 10http://blog.pagefair.com/2015/adblock-explorer/
Egyptian market stats
15/11/2015 11http://blog.pagefair.com/2015/adblock-explorer/
The outcome of traditional approach is right here
15/11/2015 12
In Digital Campaigns Relevance Is The Key
The digital media targeting is extremely strict regarding this rule.
Otherwise the invested budget has no ROI or can even attack your brand
15/11/2015 13Source: www.bandt.com.au
THE DIGITAL ERA
15/11/2015 14
One-Man ShowPerformance Marketing
THE DIGITAL ERA
15/11/2015 15
(Digital)
Strategy
RTB & Media
Buying (hybrid)
CPC/CPM/CPL
Digital Media
campaigns
User Experience
Social Media
Advertising
Creative
capabilities
Data & Statistics
expert
Preview the
future (trends
analyst)
Integration
CapabilitiesDevelopment
Conversion Rate
Optimization
The initial
adopter of
technology
Economy &
Business ImpactAn list
Performance Marketing Skills
15/11/2015 16
The Marketing Technologist
15/11/2015 17
impossible
Integration
New team RolesDigitally-driven approach
15/11/2015 20
The person that understand where most of the decisions are taken and when and how you can
trigger the interest.
Psychologist / Neuro-marketing & emotional triggers generator
The person in the team that will give the initial data in order to start the campaign; she or he will connect
information that you would never bring in the same pool of data.
This person needs to use large amounts of data to discover insights and the foundation of starting and
continuing your campaigns
Get a data guru and a crazy scientist
The person in the team that will understand where the users are. He or she will be able to
include certain channels that do not appear appealing in a performance marketing strategy in
the initial stage (such as signal-beacons combined with Wi-Fi login, geo-targeted SMS etc)
The Customer Journey “Driver”
The person in the team that will give the needed boost regarding engagement and amazing experiences .
Creative Mind with a twist – usable/approvable solutions
If the creative mind dreams up amazing possibilities, the integrator transforms these ideas in a
pragmatic, compelling real world experience.
The Integrator
Lead Generation Trend for Honda, even after the CR-V Launch
*Google Analytics screenshot. Absolute values are CONFIDENTIAL
Performance Media Partners
With 30% increase in leads we managed to
achieve 80% increase in sales.
CRO. A/B Testing. Performance Media Case-study
A/B Testing and media optimization made us and our partner achieve a
+94% increase in conversion ratecompared with the test subjects (left and right)
Performance Media Partners
International private medical services Focused campaigns for excellent medical services industry
CRO & Performance Media
Performance Media Customers
A/B Testing iterations made us and our partner achieve a
+60% increase in the number of people we managed to put in contact with excellent medical services
15/11/2015 25
Let’s keep in mind!
It is not a one-man show
Build a team
Be relevant
Always test your hypothesis
15/11/2015 26
Follow me here:LinkedIn, Twitter, Facebook, [email protected]
Follow The MasterPlan Agency:LinkedIn, Twitter, Facebook
/TheMasterplanAgencythemasterplan.ro
&Adrian EnacheManaging Director & Co-FounderTheMasterPlan Agency
Thank you!Questions?
