future of digital marketing - google summit
TRANSCRIPT
The Future of Internet Marketing
3Q & Google Client SummitSeptember 17, 2014
September 17, 20143Q Digital
The Future of Marketing . . . Revealed
May 3, 20233Q Digital
TodayFind the right CHANNELS to reach the right AUDIENCE
TomorrowUse DATA to create PERSONALIZED experiences regardless of DEVICE or CHANNEL
May 3, 2023
AgendaFive Trends to Watch
1. More Data, More Problems2. The Rise of 1st Party Data3. More Channels, More Devices4. Online and Offline are Blurring5. No Devices, No Channels
3Q Digital
May 3, 20233Q Digital
Tags! Tags! Tags!
Source: http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/
• Analytics• Channel Tags (AdWords, etc.)• Campaign Management• Business Intelligence• Attribution• Tag Management• SDKs• DMP
May 3, 20233Q Digital
Your IT Department Hates You
Chicago Sun Times has 54 pixels on their homepage!!!
May 3, 20233Q Digital
More Tags, More (different) Answers
Source: https://support.google.com/analytics/answer/2679221?hl=en
May 3, 20233Q Digital
Combining Data Gets Complex
Source: http://www.slideshare.net/fullscreen/tkawaja/lumas-state-of-the-state-at-dms13/1
May 3, 20233Q Digital
Table Stakes: How Do You Deal with Your Data?
• How do I choose the right data sources?• What data should I trust?• Who owns data analysis (Marketing? IT? Product?)• How do I find the time to review the data?• How do I make the data actionable?• How do I get IT to implement all of this?
Ask us – We can help!(You still have to convince your IT team to implement)
May 3, 2023
AgendaFive Trends to Watch
1. More Data, More Problems2. The Rise of 1st Party Data3. More Channels, More Devices4. Online and Offline are Blurring5. No Devices, No Channels
3Q Digital
Definitions – 1st, 2nd, 3rd Party Data
May 3, 20233Q Digital
Data that you own/have collected about a userExamples: CRM, email subscribers, customer database
1st Party Data
Data that a partner provides to youExamples: AdWords click, cost, conversion data
2nd Party Data
Data you get from an outside vendor that you layer on top of your accounts Examples: weather API, behavioral targeting
3rd Party Data
The Most Likely Types of 1st Party Data You Have
May 3, 20233Q Digital
Sort your data by RFM (Recency, Frequency, Monetary). Target accordingly
CRM
Which list(s) they subscribe to, the type of email address they use, freshness
Email Lists
Which pages they visited, what they put in their cart (pixel data)Visitors to Your Site
You Are Already Using 1st Party Data!
May 3, 20233Q Digital
Retargeting is no longer just “basic” – Data can be sliced to target specific segments
FBX: Retargeting on Facebook
May 3, 20233Q Digital
Basic retargeting on Facebook (in Newsfeed or right rail)
Google Display Network Lookalike Targeting
May 3, 20233Q Digital
Use your retargeting segments to reach similar people on GDN
Increase Bid by 40%, Offer 10%
Coupon
Keep Bid the Same, Show Ad with Strong Purchase Message
Retargeting Lists for Search Ads (RLSA)
May 3, 20233Q Digital
Adjust your SEM bids, ad text & messaging based on consumer behavior on your site!
User comes to site
Makes Purchase Signs Up for Free Trial
Abandons in Checkout
Exclude this User from All Ads (Saves
You Money)
Facebook Custom Audiences (and Lookalikes)
May 3, 20233Q Digital
Email addresses, phone numbers, Facebook User IDs, App User IDs, IDFAs, information captured by a Facebook pixel or SDK
Custom audiences can be used to exclude users as well!
You can also create Lookalike audiences from your custom audiences!
Facebook accepts 1st party data from advertisers that they will match against Facebook records, including:
USERS
Source: https://www.facebook.com/help/459892990722543/
Facebook 1st Party Data
May 3, 20233Q Digital
Most volume increases occur via segments within the Lookalike audience tier, but performance remains strong with the ongoing upper-tier audience exclusions.
More importantly, as the Customer audience grows and diversifies, Lookalike audiences automatically grow as well in scale and quality.
Twitter Tailored Audiences (sound familiar?)
May 3, 20233Q Digital
Basically it’s just Facebook Custom Audiences, but on Twitter . . .1st Party Data Sources:
• Email addresses• Twitter IDs (username or user IDs)
CRM-Driven Display Retargeting
May 3, 20233Q Digital
Use email addresses or postal addresses to target users on programmatic display
5 Great Use Cases for 1st Party Data
May 3, 20233Q Digital
1. Exclude converted customers from your marketing2. Create truly personalized landing pages3. Upsell/cross-sell new products/services to existing
customers4. Find new customers based on your existing
customer profile5. Use RFM data to allocate budget, bids, and creative
May 3, 2023
AgendaFive Trends to Watch
1. More Data, More Problems2. The Rise of 1st Party Data3. More Channels, More Devices4. Online and Offline are Blurring5. No Devices, No Channels
3Q Digital
May 3, 20233Q Digital
The Long Tail10,000 books
200,000 books
1,800,000 books
May 3, 20233Q Digital
The SEM Long Tail is Dying• Enhanced Campaigns
(bye, devices!)• Physical location and location intent
(bye, geo-modifiers!)• Close-variant default matching
(bye, exact match!)• Product listing ads
(bye, keywords!)
May 3, 20233Q Digital
The Wide Tail of Channels• Google AdWords• Google Display Network• Google Ad Exchange• Google Shopping (PLAs)• YouTube• Yahoo/Bing• Facebook• Facebook Custom
Audiences• LinkedIn• Twitter• Twitter Tailored
Audiences
• Pinterest• Instagram• Tumblr• Reddit• Native Advertising• Premium Display• Mobile Networks• In-App Networks• SEO• Affiliate• Email
• CSEs• Marketplaces (eBay and
Amazon)• Retargeting• Dynamic Retargeting• LiveRamp• Lead Generation• Podcasts & Internet Radio
May 3, 20233Q Digital
Online Marketing Diversity is Accelerating
Source: http://techcrunch.com/2014/07/23/facebook-q2-2014-earnings/
May 3, 20233Q Digital
The Wide Tail of Devices• Desktops• Mobile Devices• Tablets• Wearables• Internet-enabled TV• Connected Cars• Internet of Things
(Nest, Dropcam)
May 3, 20233Q Digital
Consumer Behavior is Now Wide Tail
“shoes”
“Leather shoes from Italy”
“Prada 3 inch pumps made in
Italy”
Pinterest Collection of “Cute Shoes for 2012”
YouTube Video “Best Prada
Shoes”
“Prada 3 inch pumps made in
Italy”
Long Tail Buying Process Wide Tail Buying Process
May 3, 20233Q Digital
Life in a Wide Tail World
• If you “just” do SEM, you will likely miss a lot of customers
• If you “just do desktop . . .• If you silo your channels, you won’t
understand the customer journey• You can’t do it all yourself!
May 3, 2023
AgendaFive Trends to Watch
1. More Data, More Problems2. The Rise of 1st Party Data3. More Channels, More Devices4. Online and Offline are Blurring5. No Devices, No Channels
3Q Digital
May 3, 20233Q Digital
Myth-busting Offline
Offline advertising is dying/dead
Offline advertising is for branding not ROI
Offline advertising costs too much for start-ups
It’s impossible to measure the interaction of offline and online
advertising
Offline advertising is only for B2C companies
TV: Not Dead Yet
May 3, 20233Q Digital
Sources: http://www.marketingcharts.com/television/data-dive-us-tv-ad-spend-and-influence-22524/attachment/pwc-us-ad-media-market-sizes-2012-v-2017-jul2013/
May 3, 20233Q Digital
Source: http://www.convertro.com/wp-content/uploads/2014/03/TV-graph.png; http://adage.com/article/datadriven-marketing/youtube-darling-dollar-shave-club-buying-tv-ads/242783/
TV Ads: ROI-Positive & Trackable
May 3, 20233Q Digital
Source: http://pando.com/2013/08/29/why-e-commerce-hotshot-warby-parker-needs-old-school-retail-stores/
Warby Parker Drives ROI via Offline Stores
“We’re also bringing in new customers, and the majority of new customers coming through the retail channel are making their second purchase online” – Neil Blumenthal
May 3, 20233Q Digital
Source: http://blog.minethatdata.com/2012_04_01_archive.html
OnDeck Uses Direct Mail to Drive Loan Applications (and it’s trackable)
B2B!
May 3, 20233Q Digital
Using AdWords to Drive In-Store Visits
May 3, 20233Q Digital
Tracking In-Store Visits From Digital
Sources: http://searchenginewatch.com/article/2340074/Google-Testing-In-Store-Conversions-Tied-to-AdWords-Ads ; http://www.placed.com/attribution ; http://www.convertro.com/why-convertro/linking-online-and-offline-marketing/in-store-tracking/
May 3, 20233Q Digital
Offline – Not Dead Yet!
Source: http://googleretail.blogspot.com/2012/10/ushering-in-first-nonline-holiday.html
May 3, 2023
AgendaFive Trends to Watch
1. More Data, More Problems2. The Rise of 1st Party Data3. More Channels, More Devices4. Online and Offline are Blurring5. No Devices, No Channels
3Q Digital
May 3, 20233Q Digital
The Future: Find the Customer, Not Choose the Channel or Device
May 3, 20233Q Digital
We’re Building a Multi-Disciplinary Approach
May 3, 20233Q Digital
Coming Soon!
May 3, 20233Q Digital
Conclusion: We’re All in the Same BoatLet’s work together to figure out how to . . .• Benefit from all the data you have• Turn your customer data into new business
and recurring revenue!• Integrate your online marketing with your
offline initiatives• Present the right message to the right
customers wherever they are!
