crm targeted display ads - a how to guide

CRM Targeted Display Ads:

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A How To Guide

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Today’s SpeakersCRM Targeted Display Ads - A How To Guide


Morag Cuddeford-JonesConsultant Editormarketingfinder

Niki MiddletonConsultantEmarsys

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The Future of Advertising Technology

Agenda

1. About Emarsys

2. Digital Ad Market3. Why marketers need CRM Ads 4. Use Cases• Keyword Expansion • Retention• Acquisition• Reach the Unreachables

WHAT WE DOHelp brands around the world to scale truly personal interactions with their customers by delivering innovative, cloud-based B2C marketing technology that is easy to use

This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar.

To find out more, or for the on-demand recording, click here

http://bizibl.com/marketing/webinar/crm-targeted-display-ads-how-guide?utm_source=Linkedin&utm_medium=Social&utm_content=Social-TR

Emarsys in Numbers

1.6 billion customer contacts collected, stored, managed, and analyzed

10,000+ automated programs

250,000 campaigns per month

390 million personal recommendations served every month

6 billion+ messages a month

20,000+ active users across more than 1,600 customers




01The Ad Market Today




Digital Ad Spending in the EU-5, 2015 & 2019Billions of $

Top 10 Countries in Europe, Ranked by Digital Ad Spending, 2014 - Billions of €

The UK is the biggest European market




Ad Spend is still growing… but it’s changing

• Paid Search Spend >$80bn 2015 with ~75% spend on Google

• ~$23Bn is now spent on Paid Advertising on Social Networks – Facebook is dominant accounting for ~65% of that spend and that share is increasing with the launch of Instagram Ads.

Search Ad Spending Worldwide, 2013-2019billions and %change

Social Network Ad Spending Worldwide, By Region, 2013-2017




Quick Poll


CRM Targeted Display Ads: A How To Guide




How has the Ad market changed?




The Ad Market Shift• From ANONYMOUS to KNOWN Customer Data




Quick Poll






Online

Email

Transactional

First Party Data

MobilePartner

Location

Emarsys Unified Customer Profile




Emarsys Unified Customer Profile




What is CRM Ads?

Truly reach any contact online with hyper-targeted ads. Unlock your CRM data to boost retention, extend

reach and drive ROI.This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar.



Emarsys Approach: CRM based Advertising

CAPTURE DATA UNIFY AUTOMATETARGET ANALYZE

Conversions

4 (25.4%)Conv. on mobile

14 (14.58%)




How Does it Work?

Collect data and target contacts across multiple channels. Results are measured and optimizations proposed.

CRM TEAMS

Matching by Email

CRM Contact

Matching by Email

Digital Advertising team working on creative and Ad Spend but without having to deal with spreadsheets or CSV’s to upload and download lists or report upon success.

DIGITAL ADVERTISING TEAM




Improve budget efficiency

Reach your entire contact database Find new ‘platinum’ leads

Boost your retention

Why Use It?Find customers, target lookalikes, and optimize ads across multiple channels




Gmail, Search, Youtube, Facebook and Instagram




Quick Poll






USE CASEAcquisition




Smarter Acquisition

Company confidential

Retargeting

OnlineConversion

Precision Look-a-LikesSegmentation and DMP

Acquisition

AdsEmailPushSMS

Retention

Premium leads

? ?

Premium customers

Matching by Email




“I was quite frankly amazed. Emarsys CRM Ads immediately generated a 850% Return On Ad Spend via Facebook look-a-likes. Incredible.”




USE CASERetention





Source: Adobe Digital Index

It is 6-7 times more expensive to acquire a new customer than it is to keep a current one.

Why invest in retention?

2nd time purchaser 3X

3rd time purchaser 5X

1st time purchaser 1X

Reve

nue

per v

isit




Higher Retention


Retargeting

OnlineConversion


Acquisition

AdsEmailPushSMS

Retention

ReachableWeb visit Purchase

Unreachable

$$

Predicting the right moment and right Ad for re-purchase across the customer’s journey

?




“CRM Ads is very powerful. Targeting our CRM data using Google proved to be a huge success: Return on advertising spend was much higher when compared to our other Google campaigns.”This presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar.



USE CASEExclusion




Know who NOT to target


PushGeo-fencing

Social

Subscription


Acquisition

AdsEmailPushSMS

Retention

? ?

Users and subscribers

Matching by EmailExclude from ads – optimize your budget




USE CASE Reach the Unreachable




Reach the unreachableEmail opt-out | Opted-in, but Not opening email

Reachable

Unreachable

On average More then 50% of a contact database is either opted out or unreachable through web/email in the

last 6 months




USE CASEOrchestration




Multi channel effect

http://insights.fb.com/2014/10/16/coordinating-email-and-facebook-ads/

Email openers who saw ads where 22% more likely to convert




Example Campaign




USE CASEKeyword Expansion




Keyword Optimisation

+KeywordThis presentation is from “CRM Targeted Display Ads - A How To Guide”, a marketingfinder.co.uk webinar.



Summary- Why use CRM Ads?


Unlock your contact database and inject valuable CRM marketing data into your advertising strategy. Find customers, target lookalikes, and optimize ads across multiple channels.

• Reach your entire contact database• Orchestrate multi-channel engagement campaigns• Find new ‘platinum’ leads• Boost your retention• Improve budget efficiency• Keyword Expansion




Questions


CRM Targeted Display Ads - A How To Guide

Morag Cuddeford-JonesConsultant Editormarketingfinder

Niki MiddletonConsultantEmarsys

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CRM Targeted Display Ads - A How To Guide

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CRM Targeted Display Ads:A How To Guide