audience engagement across multiple customer moments - ses 2014
Post on 17-Oct-2014
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Four top tips to harness audience data: -Think audiences not channels -Unify buying platforms -Keep it REAL -Take advantage of the opportunitiesTRANSCRIPT
London • 10–13 February 2014 • #SESLON @SESConf
Ad Optimisation in
Multi-Channel Digital Advertising
Sam Fenton-Elstone iCrossing
Head of Media
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
@sjfe @icrossing_uk
Ad Optimisation in multi-channel digital advertising
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Complex, marketing headache?
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Shopping Feeds Biddable Media
Premium Display
Search
In Game Re-targeting Bought Social In App
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
From 5% to 66%
By 2016 smart TV ownership will rise
MediaTel, February 2013
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Percentage of Brits who watch TV with a second device (smartphone & tablet) in hand
BSkyB & YouGov research, cited: http://www.guardian.co.uk/technology/appsblog/2012/oct/29/social-tv-second-screen-research
75%
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Second screeners on social networks
48%
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
10.7 hours a day with all forms of media
5.6 hours on digital
http://www.globalwebindex.net/online-time-now-exceeds-offline-media-consumption-globally/
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
@sjfe @icrossing_uk
“If you can't explain it to a six year old, you don't understand it
yourself.”
– Albert Einstein
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Audiences are the same as they ever were…
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Tip #1 Think Audience, not channel.
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Context Where the message is seen
Demographic signifiers What can be inferred about the audience
based on the context
Historic ‘targeting’ focused
on identifying loudest signal of implied
intent
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
13
Intent signals are multiplying & becoming readable…
Your purchases…
Your browsing… Your sign ups…
Your likes… Your access …
Your network… Your location…
Your device…
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
There are many intent signals…
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Search Social Retargeting Display
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Search Social Retargeting Display
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
There are many in-between…
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Simplfy machine
Tip #2 Simplify the machine.
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Audience Access
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Spend > £2m
Spend > £1m
Spend < £1m
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Tip #3
Identify the signals that matter
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Relevant
Efficient
Actionable Lasting
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Tip #4
Is your business built to deliver this?
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
CMO
Head e-Com
SEO Manager Paid Search Manager
Affiliate Manager Email Manager
Head Marketing
Brand Manager Digital Marketing
Manager
Display Manager Social Media Manager
Budget Results
Data Strategy
Budget Results
Data Strategy
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Audience Analysis
Audience Engagement
Audience Acquisition
Brand Amplification
Marketing
Brand structure with Audience at its core
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Typical Agency structure
PPC SEO MEDIA CREATIVE INSIGHT
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Typical Agency structure
PPC SEO MEDIA CREATIVE INSIGHT
PPC SEO CREATIVE
CONTENT, COMMUNITY, ART & DESIGN
INSIGHT
AUDIENCE ANALYTICS
VISIBILITY & AMPLIFICATION
SEO, PPC, MEDIA, SOCIAL, CRM
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Think Audiences not channels
Unify buying platforms
Keep it REAL
Take advantage of the opportunities
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
@sjfe @icrossing_uk
Audience engagement across multiple customer moments
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
@sjfe @icrossing_uk
Thank you.
@sjfe @icrossing_uk
01273 827 700