ALWAYS-ON MARKETING IN

EEN ALWAYS-ON WERELDErnest AbersonBenelux Country Manager at Rocket Fuel

Na 10 jaar zoeken…

All media will be digital….

OPTIMIZE & PERFORM

IAB / Deloitte: Online Ad spend H1 2014 in NL

14% groei

NEW CHALLENGES FOR MARKETERSMulti device consumers

9:00 PM

10:30 AM

12:05 PM 6:15 PM

10:50 PM

3:00 PM

7:35 AM

By understanding the consumer “where they are”, and letting computers assisting

in the heavy lifting, Marketers can finally achieve “Always On Marketing”

Linear Funnel (AIDA-model 1925)

1925

LOYALTY LOOP REPLACING THE FUNNEL

Loyalty Loop(mcKinsey 2010)vs

ONLINE MEDIA MIX

Time to Purchase

Search PPC/SEO Low cost, Finite Market, Strong ROI – No opportunity to influence other than “being there” and ad copy. Do people already know of the product to search? .

12

34

1

2

3

4

5

Comparison Affiliates Medium cost, Finite Market, Strong ROI –Very Competitive Space and highly offer driven.

Display Re-Targeting Medium cost, Finite Market, Strong ROI – Can only market to people who have been to site - not a growth area. Improvements through relevance, proposition, and offers.

Cashback Affiliates Medium cost, Push Marketing, Higher volume of sales, but needs to be highly competitive and offer driven. May not target the ‘high value’ customers.

Display Prospecting Med cost, Push Marketing, Enables you to reach mass market and biggest lever for growth. Key to this are insight, reduced wastage and hyper targeting.

5

NEXT BIG THINGData Management Platform & Demand Site Platform

Steps how a DMP works?

1. Data bronnen koppelen

2. Build audience

3. Decisions: IFTTT

4. Site

5. Media buying (DSP)

6. Analytics

7. Tagmanager

8. Manage creative’s

6 TIPS VOOR ALWAYS-ON

1. Integreer prospecting & retargeting2. Verzamel data3. Optimaliseer naar echte doelstellingen4. Laat aannames los5. Integreer attributie a.d.h.v. viewability & click6. Probeer BigData niet te begrijpen

=> gebruik algoritmes

QUESTIONS? Ernest Abersoneaberson@rocketfuel.com