Ben RiallAdvertising Specialist, EMEA
What you will learn from todays conversation
• Macro Trends Transforming Digital
• Power of Coordinating Email & CRM with Advertising
• Top 3 Action Items
What is influencing advertising today?
Digital is the dominant channel
Digital Ad Spend Continues to Grow Rapidly
Digital Ad
Spend
(Billions)
0
10
20
30
40
2014 2018
6.53% growth
The growth is coming from mobile
Mobile Ad
Spend
(Billions)
0
5
10
15
20
25
30
2014 2018
28.30% growth
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
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
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
“Top apps of 2015 dominated by Facebook, Google and Apple* Neilsen December 17th 2015
#CNX16
“…. 85% of online advertising spend will go to Google or Facebook ….”Brian Nowak, Morgan Stanley
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
CRM-Powered ads drive higher engagement
CRM-powered ads are 47% more
effective than traditional targeting.
Salesforce Advertising Index Q4 2015
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
How can you get started?
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%
Collaborate with your advertising team
“2016 Salesforce research state of marketing report - surveys 4,000 global marketers every year
“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
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
1
2
3
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
thank y u