Transcript
Page 1: Reach 77% More of your Email Subscribers with Facebook Advertising

Ben RiallAdvertising Specialist, EMEA

[email protected]

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What you will learn from todays conversation

• Macro Trends Transforming Digital

• Power of Coordinating Email & CRM with Advertising

• Top 3 Action Items

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What is influencing advertising today?

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Digital is the dominant channel

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Digital Ad Spend Continues to Grow Rapidly

Digital Ad

Spend

(Billions)

0

10

20

30

40

2014 2018

6.53% growth

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The growth is coming from mobile

Mobile Ad

Spend

(Billions)

0

5

10

15

20

25

30

2014 2018

28.30% growth

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Advertising Spend Shifts to MobilePercentage of Total Digital Ad Spend that is Mobile

“Mobile to Account for More than Half of Digital Ad Spending in 2015,” eMarketer, September 1, 2015

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82% of smartphone users will shop on their mobile device this year

81% at least research on mobile devices before making a purchase decision

Shoppers turn to mobile devices in purchase cycle

Mobile Shopping

“The Future of Shopping is Mobile (Infographic),” Social Times, August 31, 2015

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Audience Platforms: 8 of the Top 10 iOS & Android Apps

90%Of consumers’ digital time is spent in apps rather than mobile web

2011 2012 2013 2014

% Mobile Time Spent in Apps (Global)

72%

81%86%

90%

“Seven Years Into the Mobile Revolution: Content is King… Again,” Yahoo, August 26, 2015

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“Top apps of 2015 dominated by Facebook, Google and Apple* Neilsen December 17th 2015

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#CNX16

“…. 85% of online advertising spend will go to Google or Facebook ….”Brian Nowak, Morgan Stanley

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Audience Targeting for Every Advertising Use-CaseFacebook offers advertisers many options for targeting depending on the Target Audience

Traditional TargetingCustom Audience Lookalike Audience

Based on attributes like gender, education, region,

profession…

Customers you already know personally, via CRM

or other first party data

People who look like your existing customers, via CRM

or other first party data

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CRM-Powered ads drive higher engagement

CRM-powered ads are 47% more

effective than traditional targeting.

Salesforce Advertising Index Q4 2015

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Power of 1-to-1 Advertising – Customer Insights

• Higher Engagement

• Find New Customers Similar To Your Loyal Customers With Lookalikes

• Leverage Your Data

CRM Activation 24% Higher CTR

Lookalike Audiences

47% Higher CTR

Custom Audiences

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How can you get started?

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Look at the numbers and present an opportunity

• An exclusive deal email is sent to 100,000 customers

• 30% open the email = 30,000

• 77% increase in reach via FB ad = 23,100

• 23,100 audience will have a 47% increase in CTR

on FB - Normal website conversions and AOV

• 46% will have an increase open rate of 8% = 1,104

• 46% see email and FB ad = 13,800

• 13,800 will have an increased conversion rate of 22%

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Collaborate with your advertising team

“2016 Salesforce research state of marketing report - surveys 4,000 global marketers every year

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“We create more relevant experiences and increase revenue with Marketing Cloud.”Aaron Pelander, VP Customer Engagement

Supported Veterans Day promotion with Ads targeting email subscribers

Increased reach by 163% with mobile advertising on Facebook

Implemented closed-loop measurement to understand incremental sales lift by channel

GovX Drives Revenue On Demand by Combining Advertising and Email

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Identify Top Business Challenges or Opportunities(i.e. increasing email reach, unengaged subscriber base)

Look at Existing Manual Data Flows to Pinpoint Automation Potential & Possible Security Flaws

Develop Action Plan to Coordinate Multiple Channels (i.e. Email + Advertising) for a Specific Campaign

Top 3 Action Items For Forward Thinking Marketers

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2

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Advertising StudioReach your customers where they are

Driven from CRM dataSecurely use your customer data to drive all your display and search advertising

Powerful campaign managementDrive powerful campaigns across some of the most important audience platforms

Connected to the journeyUse Journey Builder to connect your advertising to the rest of your marketing, and to your sales team

Integrated lead generationCapture leads directly from Facebook into the Customer Success Platform

NEW

FPO

FPO

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thank y u


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