building brands programmatically (by knowing your audience) · each consumer journey can be linked...

Turn Inc. Confidential Turn Inc. Confidential

Building Brands Programmatically

(by Knowing Your Audience)

Helen Miall

Head of Marketing EMEA

Turn Inc. Confidential

• The modern changing consumer

• What this means and the opportunities for you

‣ WHO do you want to address – know your audiences!

‣ HOW do you want to address them – creative messaging

‣ PLANNING across objectives – branding through to direct response

• Summary

Agenda


Technological advances never cease to surprise us

51% of Italian children aged

9-16 access the internet

daily from a smartphone

or laptop Source: “Net Children Go Mobile”, Oct13


Evolving digital consumer expectations

Brand Participation

Privacy

Social Connectivity

Personalisation

80% of consumers feel that brands do not recognise them as individuals.

Seamless Experiences

Source: IBM Marketing Cloud (May 2015)


If you had one marketing goal, what would it be?

“Reach customers at the moments that most

influence their decisions.”

(Source: McKinsey)


Limitations of the traditional marketing funnel

Planned in silos & executed by stage = loss of customer continuity

Awareness

Interest

Desire

Action


Mobile Video

Poster

TV Ad

Inte

rest

Time

Branding

Branding

Display

Retargeting

eMail

e-Commerce

Sale

Loyalty/Advocacy

Direct

Response

Direct

Response

Branding

Traditional single view of the customer buying journey

Website visit


Mobile Video

Poster

Inte

rest Display

Retargeting Site visit

Reality - There are multiple, complex journeys

Mobile Display

In-Store

Sale

Homepage

Takeover

TV Ad

Site Personalisation

Site

Personalisation

Facebook

eMail

Video

Upsell

e-Commerce

Sale

Loyalty/

Advocacy

eMail

Cross sell

Time


What this means and the opportunities for you


Consumers are defining their own journey.

Maintaining consistency has become very challenging.

“Marketers worldwide ranked the customer

experience as the single most exciting

opportunity in 2015 and beyond”

(Source: eMarketer)


TURN ID: 123

EACH consumer journey can be linked through data

Inte

rest

Time

Anonymous (Persona) Marketing Known (Personalised) Marketing

Looking at latest products

Adventure sports Upsell during

purchase

Email based

on call-to-

action

Personalised

recommendation Abandoned

cart

remarketing

Discount

offer Cross-sell

Affinity message

Call-to-action

Known

Customer

Mobile Video

Desktop Display

Tablet App

Email

Product Page

Shopping Cart

Email

Call Center

In Store

Social


“98% of marketers worldwide said that

‘data (as part of a single customer view)’ was critical

to making sense of the customer journey…

…but <10% had tied together customer data across channels.”

(Source: eMarketer)


WHO do you want to address? The Connected Customer View

• Consolidated view of the consumer

across all touch points

• Brands can analyse their marketing

programmes in context of the whole

picture

• Valuable insights on consumer value,

attitudes, and behaviours

• Attribution – provides foundation for

effective measurement

• Multi-Channel and Multi-Device

optimisation based on facts


Data at the heart of your customer engagement strategy

• A more complete picture of your customers

Acquire unique audience

data from publishers and

partners (2nd party data)

Prospecting

Remarketing

Retention

Lookalike modelling

increases audience reach

Velocity and frequency targeting

identify consumer intent

Data

Management

Platform +

Demand Side

Platform

Enrich with 3rd party data vendors

Centralise your 1st party data

Paid Earned Owned

Website Offline CRM

TURN ID: 123


HOW are you addressing your audiences? Your customers want to be treated differently!

Geography

Type of car

# of children

Occupation

Personal likes

Turin

Fiat Panda 4x4

0

Finance

Walking

Milan

Porsche

1

IT

Break Dancing

Rome

Mini

2

Sales

Yoga


Video

http://www.turn.com/resources/greater-audience-insight-generates-more-impactful-advertising

http://www.turn.com/resources/greater-audience-insight-generates-more-impactful-advertising


Industry Insights & Opportunities: Automotive

• Currently:

‣ Heavily targeting

Comfortable TV Watchers

• Opportunities:

‣ Successful Homeowners

‣ Active Affluents

Active Affluents


Struggling Aspirationals

Successful Homeowners

Non-Millennials

Vertical Spend by Audience Cluster

Autos


Industry Insights & Opportunities: FMCG

• Currently:

‣ Spending heavily across all

4 clusters

• Opportunities:


Active Affluents




Non-Millennials


FMCG


Industry Insights & Opportunities: Financial Services

• Currently:


‣ Comfortable TV Watchers,


• Opportunities:


Active Affluents




Non-Millennials


Financial Svcs


Industry Insights & Opportunities: Travel

• Currently:


‣ Comfortable TV

Watchers

• Opportunities:


Active Affluents




Non-Millennials


Travel


Evans Cycles: +100 Audience Segments

Objective:

Gather a single customer view about cyclists’ online behaviour to increase campaign

efficiency, across branding and performance objectives

Solution:

Centralise data and insights from media campaigns to optimise performance.

+100 anonymous audience segments created with demographic and location nuances.

Findings & Actions:

•Seasonal audience online media consumption differed from core audience - sites such as

eBay and The Guardian, as well as cycling websites

47% improvement in acquisition costs

80% YOY increase in sales attributed to this campaign


Objective:

Learn more about their audiences who bought saloon vs those who bought SUVs.

Solution:

CRM data from loyal customers was compared with 3rd party customer data.

Findings & Actions:

•SUV owners were families, more likely to own skis.

•Creative executions should have winter feel

•Saloon drivers were younger and x3 more likely to use Android phones

•Rework messaging around Bluetooth not iPhone compatability

Changing creative = Overall 50% reduction in cost per lead.

Car Manufacturer: Using Data to Improve Creative Messaging


2 phase approach:

• First 3 weeks – BRAND ENGAGEMENT

‣ Focus on driving sales awareness and mass

user engagement

‣ Targeted to gift recipients

‣ Data pool built driven by high impact formats

and video pre-roll

• Second 3 weeks – PERFORMANCE

‣ Focused on driving sales and re-engaging

users seen in phase one (Flextag)

‣ Formats used were standard display

‣ Targeted to gift giver

‣ Retargeting and dynamic creatives used

• Campaign metrics very positive:

‣ Impressions +97%

‣ Clicks +271% and CTR +85%

‣ Device, day-part and geo targeting helped drive

optimal performance

‣ Device strategy varied by objective

‣ Audience skew different for festive period

• Bottom line impact:

‣ Revenue +171%

‣ Transactions +154%

‣ ROI +29%


• Put the customers and their journey at the heart of your approach

• Use data to define your audiences and to seek out their differences

• Engage your customers through personalisation to empower your

marketing

In summary


Questions?

building brands programmatically (by knowing your audience) · each consumer journey can be linked...

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