The Art of Conversation Social Proof
Transcript of The Art of Conversation Social Proof
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Responsive Performance Marketing
Justin Thorne | Head of Strategy & Performance Marketing
The Art of Conversation
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Agenda
• Definitions - ‘Responsive Performance Marketing’
• 5 Ways Marketers Can Have Conversations via Paid Channels
• The Future of Performance Marketing
• Conclusion
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Definitions
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Responsive ~ ness
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Performance Marketing
Marketing that leads to a measurable action…
… but preferably £££ ROI, Revenue, Profit
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Responsive Performance Marketing
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Marketing…
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Trends & performance can drive social campaigns
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Demand Driven Campaigns
Trending Products and/orTop performing GoogleShopping campaigns, driveFacebook Paid Ads
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Case Study - Netshoes
200%Conversion
Rate
40%Cost Per
Conversion
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Search signals can drive social campaigns
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Find Users just like theOriginal searcher (based on geo-dem
& likes and interests)
Intent Driven Audiences
Consumers Search
Cookies Matched
Follow the User into Facebook
Automate the deployment of ads for the product searched for by the
original user12
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Intent Driven Audiences
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1:1 Account Based Marketing
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Account Based Marketing
• Define target accounts (Top 10, 20, 50, 100)
• Once and individual provides contact information,
every experience can be personalised to the
individual, NOT just the company!
• Name-check prospect in display advertising utilising
Google’s reverse IP technology
• Personalise landing pages (name check company
and/or vertical relevancy)
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Account Based Marketing
• Pipeline grew by 22%
• Page Views 300%+
• Bounce Rate reduced by 66% (to 13.5%)
• Tripled CTR
• Personalisation is possible in FB Apps
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Telling a story with Sequential Ads
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Sequential Ads
• Story telling in adverts
• Viewing time define ad campaigns
<10 Seconds see Ad Group A
10-20 SecondsSee Ad Group B
20+ SecondsSee Ad Group C
To CompletionSee Ad Group D
87%CTR
56%Subscriptions
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Organic social posts can drive paid social campaigns
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Organic Can Drive Paid Campaigns
• Publish organic post via Shoutlet or Hootsuite
• Creates an ‘Asset’ in Kenshoo in order to track performance
• Identify organic posts that lead to revenue
• Click a button to Boost post i.e. become a PAID campaign
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The Future of Performance Marketing
• Track single users across channels and devices
• A.I. Marketing (Conversations with your Fridge?)
• Personalisation will actually be useful… and accepted by consumers!
• Speech (According to Google)
• Video (According to Facebook)
• Responsive Performance Marketing
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Conclusion
• A real conversation always trumps automated intimacy
• Paid digital is far more powerful and effective when it is responding to signals from
other channels or stimuli
• Even digital Rockstars could see even better performance using technology
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