how to apply audiences successfully and increase your campaign impact - semetis
TRANSCRIPT
HOW TO APPLY AUDIENCES SUCCESSFULLY AND INCREASE YOUR CAMPAIGN IMPACT
EDITH & JENNIFER
eBusiness consultants @ -
Relevant targeting?
Not really…
Transition slide: What’s the situation today
MARKET SITUATION
“This will be the user-centric year”2013
“This will be the user-centric year”
2014
“This will be the user-centric year”2015
HOW DIGITAL MARKETING WAS PRESENTED
DURING THE LAST FEW YEARS
“This is the user-centric year”
2016HOW DIGITAL MARKETING IS
PERCEIVED TODAY?
TRUE
USER-CENTRIC APPROACH
We are doing it
all wrong
TRADITIONAL VS. ONLINE MEDIA BUYING
Digital strategy is often an extension of the above the line strategy
We should more than ever make use of the digital data points
BABY PRODUCTS TARGETINGTraditionnal targeting
25-35 years old women Lisa – 25 years oldNo boyfriend, carreer focused, not ready for kids
Eva – 33 years oldMother of 2 kids (7 yo and 5 yo)No desire for a third kid
Laura – 30 years oldPregnant for the first time
HOW DIGITAL MARKETING IS OFTEN EXECUTED?
One single message for one single audience
One single message for specific audiences
HOW DIGITAL MARKETING IS OFTEN EXECUTED?
Specific messages for a specific audiences
HOW DIGITAL MARKETING SHOULD BE?
HOW DO WE DEFINE THOSE MESSAGES?
Who are the potential customers of my product, and what are their main concerns?
LANDING PAGES NEED TO BE LINKED TO THE MESSAGE
This will connect advertising with content marketing
HOW TO DEFINE YOUR AUDIENCES?
You need to go back to your product to define what are the reasons people are actually buying your product
The reasons people are buying your products depends on the moments of truth people are currently facing
HOW TO DEFINE YOUR AUDIENCE?
Do not double the budgetsDouble the impact
HOW TO DOUBLE YOUR IMPACT?
Rather than spending 20.000€ to target 10.000 potential customers, identify the 1.000 people that are actually interested in your products at that moment
HOW TO DOUBLE YOUR IMPACT?
Addressing the mass market
Capturing the qualitative always-on audience
20.000€1 month campaign
20.000€ Always-on
2 times more impact
HOW TO DOUBLE YOUR IMPACT?
Specific messages for a specific audiences
Need to create relevant creatives per core audience
HOW TO DOUBLE YOUR IMPACT?
90%
10%
Budgets
75%
25%
Budgets
Creatives
Media
Creatives
Media
• Mass-media creatives• Short & Intense awareness
campaign
• Better creatives (reason to buy message)• Always-on qualitative audience
Today Tomorrow
I am a digital marketer.
Now what?
SearchProgrammaticSocial
A COUPLE OF TIPS ON HOW TO APPLY THIS ON:
SEARCH ADVERTISING
Imagine you are a Banking company
Key moments that matter when opening a bank account :
• First job• Getting married• Having a baby
SEARCH ADVERTISING
1. ADAPT YOUR ACCOUNT STRUCTURE TO YOUR FUNNEL
ROI
Branding
Broad Generic
Targeted Generic
“information obligations”
“buying obligations”
“buy obligations + Your Brand”
Split out Generic Campaigns
Increase bdis for people who are more likely to convert
2. CREATE GOOD AD TEXTS80% of the users read only the headline
1) Make use of ETA’s extra space• Include strong CTA to encourage action• Include your most important reason why people should buy
your product in the headlines• Use numeric values to draw attention
2) Headline 1 is more important than headline 2
3) Use keyword insertion
4) Use the top keywords in the path fields of the URL
Segment users based on their intent and bid accordingly3. USE REMARKETING ON SEARCH
(RLSA)
PROGRAMMATIC & SOCIAL ADVERTISING
Imagine you are a Telecom provider
Key moments that matter : • University• Expats• Moving
PROGRAMMTIC & SOCIAL ADVERTSING
1. SEQUENTIAL BANNERING
Inspire Give information Sell
Contact Point 1 Contact Point 2 Contact Point 3
Tell a Story to Avoid IrritationPeople don’t want to see the same banner too much
1. SEQUENTIAL BANNERING
Show TrailerInform on
Season Start Sell Netflix
Subscription
Contact Point 1 Contact Point 2 Contact Point 3
Netflix Subscription from 9,99€
2. CUSTOM AUDIENCESUpsell your existing clients via Custom Audiences
1) Segment your clients• Split them by products• Split them by language
2) Upload client databases in Facebook
3) Target existing clients with complementary or supplementary products
2. CUSTOM AUDIENCESUpsell your existing clients via Custom Audiences
3. OPTIMISE CREATIVES BASED ON AUDIENCESDetermine
core audiences
Serve person-
nalised ad
What are the problems/situations people are facing when buying your products (i.e.:Telco)
Because we know you are moving we will serve you
this ad
Because we know you are starting at universitywe will serve you this
ad
Because we know you are an expat we will serve you
this ad
KEY TAKEAWAYS
KEY TAKEAWAYS
1. Define the reasons why people buy your products2. Determine your core audiences
3. Sit with your creative agency
4. Focus on the always-on qualitative audience instead of the mass-market
5. Adapt your environment (search, programmatic, social) to double your campaign impact
You aren’t advertising to a standing army; You are advertising to a moving parade (Ogilvy D.)
Thank You !
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