Future of Digital Marketing - Google Summit 2015 Final

The Future of Internet Marketing

3Q & Google Client SummitMay 12, 2015

May 12, 20153Q Digital

May 2, 2023

2014 Recap!Five Trends to Watch

1. More Data, More Problems2. The Rise of 1st Party Data3. More Channels, More Devices4. Online and Offline are Blurring5. No Devices, No Channels

3Q Digital


Tags! Tags! Tags!

Source: http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/

• Analytics• Channel Tags (AdWords, etc.)• Campaign Management• Business Intelligence• Attribution• Tag Management• SDKs• DMP

http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/

http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/


Table Stakes: How Do You Deal with Your Data?

• How do I choose the right data sources?• What data should I trust?• Who owns data analysis (Marketing? IT? Product?)• How do I find the time to review the data?• How do I make the data actionable?• How do I get IT to implement all of this?

May 2, 2023



3Q Digital

Definitions – 1st, 2nd, 3rd Party Data


Data that you own/have collected about a userExamples: CRM, email subscribers, customer database

1st Party Data

Data that a partner provides to youExamples: AdWords click, cost, conversion data

2nd Party Data

Data you get from an outside vendor that you layer on top of your accounts Examples: weather API, behavioral targeting

3rd Party Data

The Most Likely Types of 1st Party Data You Have


Sort your data by RFM (Recency, Frequency, Monetary). Target accordingly

CRM

Which list(s) they subscribe to, the type of email address they use, freshness

Email Lists

Which pages they visited, what they put in their cart (pixel data)Visitors to Your Site

5 Great Use Cases for 1st Party Data


1. Exclude converted customers from your marketing2. Create truly personalized landing pages3. Upsell/cross-sell new products/services to existing

customers4. Find new customers based on your existing

customer profile5. Use RFM data to allocate budget, bids, and creative

May 2, 2023



3Q Digital


The Wide Tail of Channels• Google AdWords• Google Display Network• Google Ad Exchange• Google Shopping (PLAs)• YouTube• Yahoo/Bing• Facebook• Facebook Custom

Audiences• LinkedIn• Twitter• Twitter Tailored

Audiences

• Pinterest• Instagram• Tumblr• Reddit• Native Advertising• Premium Display• Mobile Networks• In-App Networks• SEO• Affiliate• Email

• CSEs• Marketplaces (eBay and

Amazon)• Retargeting• Dynamic Retargeting• LiveRamp• Lead Generation• Podcasts & Internet Radio


Online Marketing Diversity is Accelerating

Source: http://techcrunch.com/2014/07/23/facebook-q2-2014-earnings/

http://techcrunch.com/2014/07/23/facebook-q2-2014-earnings/

http://techcrunch.com/2014/07/23/facebook-q2-2014-earnings/


Consumer Behavior is Now Wide Tail

“shoes”

“Leather shoes from Italy”

“Prada 3 inch pumps made in

Italy”

Pinterest Collection of “Cute Shoes for 2012”

YouTube Video “Best Prada

Shoes”

“Prada 3 inch pumps made in

Italy”

Long Tail Buying Process Wide Tail Buying Process

May 2, 2023



3Q Digital


Myth-busting Offline

Offline advertising is dying/dead

Offline advertising is for branding not ROI

Offline advertising costs too much for start-ups

It’s impossible to measure the interaction of offline and online

advertising

Offline advertising is only for B2C companies


Source: http://pando.com/2013/08/29/why-e-commerce-hotshot-warby-parker-needs-old-school-retail-stores/

Warby Parker Drives ROI via Offline Stores

“We’re also bringing in new customers, and the majority of new customers coming through the retail channel are making their second purchase online” – Neil Blumenthal

http://pando.com/2013/08/29/why-e-commerce-hotshot-warby-parker-needs-old-school-retail-stores/

http://pando.com/2013/08/29/why-e-commerce-hotshot-warby-parker-needs-old-school-retail-stores/


Source: http://blog.minethatdata.com/2012_04_01_archive.html

OnDeck Uses Direct Mail to Drive Loan Applications (and it’s trackable)

B2B!

http://blog.minethatdata.com/2012_04_01_archive.html

http://blog.minethatdata.com/2012_04_01_archive.html

May 2, 2023



3Q Digital


We’re Building a Multi-Disciplinary Approach


Coming Soon!

May 2, 2023

2015 Agenda

Five Trends to Watch1. Mobile!2. Keywords are Dead3. Native Advertising4. Marketing Clouds5. Beyond Media Buying

3Q Digital

3Q Digital

News Flash! People Use Their Mobile Devices!

3Q Digital

Mobile Advertising is Exploding

3Q Digital

But Mobile Conversion Rates Lagging

3Q Digital

3Q Digital

Mobile Requires New Tracking

3Q Digital

Mobile Requires New Networks

3Q Digital

Mobile Requires New Metrics?

May 2, 2023

Agenda


3Q Digital

Image: http://www.getbrandwise.com/branding-blog/bid/118752/5-reasons-I-m-happy-Google-Keywords-are-dead-Goodbye-Keyword-Data

3Q Digital

Keywords are dying from . . .Broad Match Expansion

3Q Digital

Keywords are dying from . . .Broad Match Expansion

3Q Digital

Keywords are dying from . . .Broad Match Expansion (Change User Behavior)

3Q Digital

AFTER

Keywords are dying from . . .Enhanced Campaigns

BEFORE

3Q Digital

Keywords are dying from . . .PLAs (Google Shopping)

3Q Digital

Keywords are dying from . . .DSA (Dynamic Search Ads)

3Q Digital

1. Start mining query data while you have it!

2. Understand your audience

3. Expand beyond SEM!

How to Survive a World Without Keywords

3Q Digital

Mine that Data!

3Q Digital

Understand Your Audience! (AdWords)

3Q Digital

Go Beyond SEM!

SEM

Mobile

DRTV Local Google Shopping and CSEs SEO

Native Advertising

Affiliate Marketing

Display

Paid Social

Earned Social

Video International

May 2, 2023

Agenda


3Q Digital

3Q Digital

What is Native Advertising?

3Q Digital

What is Native Advertising?

3Q Digital

A Fast Growing Market

3Q Digital

Plenty of Options


Pros and Cons of Native Advertising

- Very affordable CPCs- Looks like content, which drives more trust (for now)- Great for mass appeal products (consumer finance, beauty, etc)

- Cannot drive people directly to a conversion- Still in its infancy – tracking and tools are limited- Somewhat grey hat (deceptive)

May 2, 2023

Agenda


3Q Digital


Winter is Coming for Martech

Source: http://chiefmartec.com/2014/01/marketing-technology-landscape-supergraphic-2014/


Consolidation Will Rule the Day

Source: http://chiefmartec.com/2014/01/marketing-technology-landscape-supergraphic-2014/


Pick a Cloud, Any Cloud


Pros and Cons of Integrated Tech

- Tools that talk to each other- Faster implementation- Subsidization?

- May not be best-of-breed across all solutions- Too many eggs in one basket?- Higher switching costs

May 2, 2023

Agenda


3Q DigitalImage: http://www.getbrandwise.com/branding-blog/bid/118752/5-reasons-I-m-happy-Google-Keywords-are-dead-Goodbye-Keyword-Data

3Q Digital

We’ve Got to Remove Silos

SEM

SOCIAL

SEO

Display

Mobile

3Q Digital

Tier 2 Services increase revenue, while Tier 1 makes it profitable.

3Q GROWTH SERVICES PYRAMID

Driving Revenue & Profit

Top Line Revenue

Strategy and Effectiveness Consulting

for Bottom Line

Profits

3Q Digital

MARKETING MEDIA PLANNING USERS

DEVICES MEASUREMENT TECHNOLOGY

Strategy

Execution

Alignment

Support 0

5

10Strategy

Execution

Alignment

Support 0

5

10

Strategy

Execution

Alignment

Support 0

5Strategy

Execution

Alignment

Support 0

5

10

Strategy

Execution

Alignment

Support 0

5

Strategy

Execution

Alignment

Support 0

5

10

Performance is highest in ….and shows greatest opportunity to improve in ….

Findings By Business Area

RELATIVE PERFORMANCE ACROSS BUSINESS AREAS

3Q Digital

DRIVERS

BUSINESS AREAS

STRATEGY EXECUTION ALIGNMENT SUPPORT COMPANY INSIGHTS

MARKETING Brand responsibility unclear Reliance on people who forget to cancel Ran successful prospecting test that demonstrated lift. Lack of support from execs to pursue brand cultivation

USERS Factual support for rating

MEDIA PLANNING

Factual support for rating

DEVICERS Factual support for rating

MEASUREMENT

Factual support for rating

TECHNOLOGY Factual support for rating

1 2 3 4 5

Summary Findings

SUMMARY PERMORMANCE EFFECTIVENESS BY BUSINESS AREA AND DRIVER ACTIVITIES BY ACTIVITY GROUPING

Within the areas of greatest opportunity, we find xyz insights that explain the performance level.

3Q Digital

Talk to . . .

Scott Rayden ([email protected])

3Q Digital

Your Ten Priorities . . .1. Understand your data2. Use your first party data3. Expand beyond SEM4. Consider offline5. Take a holistic approach6. Get on the mobile bandwagon7. Prepare for a keywordless

world8. Consider native advertising9. Choose a marketing cloud10. Go beyond media buying

Thank [email protected]


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Future of Digital Marketing - Google Summit 2015 Final

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