Performance Marketing: Back to Basics

1. Performance Marketing: Back to Basics Lucian Despoiu

2. Agenda MOVING FROM ONLINE MARKETING TO PERFORMANCE MARKETING KEY POINTS (BEFORE WE START) WORKING WITH THE AGENCY OR IN-HOUSE THE SKILLS THE DISCIPLINES TYPES OF CAMPAIGNS AND KPI’S THE FUTURE OF PERFORMANCE MARKETING THE BIG PICTURE

3. 1. CONTEXT • Today it’s not a question on IF we do online marketing, • but on HOW we do it • The Shift: Not just presence, but marketing under a performance matrix.

4. 1. CONTEXT How the market looks today: Atomization of media channels We live in an economy of attention Everything goes both social and mobile Content has been re-elected as king Excess data available Serious money in digital ecosystem

5. 1. MOVING TO PERFORMANCE MARKETING Pressures to move to performance: Pressure to be more profitable Vast number of users in the digital ecosystem C-level attention and engagement in digital operations

6. 2. KEY POINTS Before we start Strategic Online-Offline integration Set the business objectives and continue to track the impact of marketing along the organization

7. 2. KEY POINTS Before we start Right (online) KPI setting Will elaborate later…

8. 3. WORKING WITH THE AGENCY OR IN-HOUSE? • Relevant set of skills for THE (performance marketing) AGENCY: • Analytics Competencies • Performance/cross media buying • Conversion optimization experts • Industry experts/consultants • Online sales/e-commerce experts (processes and technology)

9. 3. WORKING WITH THE AGENCY OR IN HOUSE? • When building IN-HOUSE: • A critical mass of digital generated business • Focus/ Attention of the C-Level • Dedicated team

10. 4. PERFORMANCE MARKETING SKILLS • (digital) Strategy: • Identifying online opportunities • Identifying your customer's digital needs • Creating the vision • Developing the strategy • Communicate it properly internally

11. 4. PERFORMANCE MARKETING SKILLS • Marketing & Communication: ( consumer hobbits) • Search Engine Marketing • Social Media Marketing • Display Advertising • E-mail Marketing • Online PR • Mobile

12. 4. PERFORMANCE MARKETING SKILLS • Technical (build): • Applications development • Content Management Systems (CMS) • Enterprise Solutions Development and integration • Frontend development

13. 4. PERFORMANCE MARKETING SKILLS • Creative and strong (deep) analytics: • Analytics • A/B and MVT Testing • HeatMap (LinkMap and ClickMap) • Usability Audits • Conversion Optimization

14. 5. THE DISCIPLINES Media management / buying

15. 5. THE DISCIPLINES Strong Impact Some Impact

16. 5. THE DISCIPLINES Attribution Model

17. 5. THE DISCIPLINES Cross-Channel

18. 5. THE DISCIPLINES: Media Buying Re-targeting in a Cross Channel Environment

19. 5. THE DISCIPLINES Usability 

20. 5. THE DISCIPLINES • Conversion optimization • Content experiments: • - A/B testing • - MVT

21. 5. THE DISCIPLINES • Analytics • Professional implementation (events) • E-mail alerts • Visitors tracking • Conversion goals (sales funnel) • Business Intelligence • E-commerce tracking

22. 6. TYPES OF CAMPAIGNS • A classification of online campaigns: • Awareness campaigns • Lead generation campaigns • Retention campaigns • Sales generation campaigns • E-mail marketing campaigns • Database collecting campaigns • Reputation management campaigns

23. 6. TYPES OF CAMPAIGNS • Awareness campaigns • Examples: site launch, rebranding, product launch. • Complex campaigns requiring a mix of strategies • Specific performance indicators: • - Number of people that have viewed a message (page, advertorial, video, image, presentation) • - Number of registered reactions to the message (comments, likes, shares etc) • - Number of members that have adhered communities (Facebook fans, Twitter followers etc) • - Number of people involved in specific actions(game participants) • - Website traffic

24. 6. TYPES OF CAMPAIGNS • 2. Lead Generation Campaigns • Campaigns that aim to bring new clients on site • Specific performance indicators: • Number of leads • Cost per lead • - Lead rate • - Number of leads transformed into clients

25. 6. TYPES OF CAMPAIGNS • 3. Retention campaigns • Aimed to retain existing customers • Specific performance indicators: • - A registered growth in sales/ client • - Number of new clients • - Cost/new client

26. 6. TYPES OF CAMPAIGNS • 4. Sale generation campaigns • Increase the number of actual sales for your customer base • Specific performance indicators: • - Number of new clients • - Cost/client • - A growth in the general number of sales • - A growth in sales per a specific product • - Sale rate • - ROI (profit = revenue – expenses)

27. 6. TYPES OF CAMPAIGNS • 5. Database collection campaigns • Obtain contacts which you can use later on in your campaigns. • Specific performance indicators: • - Number of contacts • - Cost/contact

28. 6. TYPES OF CAMPAIGNS • 6. E-mail marketing campaigns • Targeting a specific e-mail database and sending out a message • Specific key performance indicators: • - Open rate • - Click rate • - Bounce rate • - Final conversion rate

29. 6. TYPES OF CAMPAIGNS • 7. Reputation management campaigns • Manage a company’s reputation through specific means. • Specific performance indicators • - Position of positive results in search engines • - Engagement on the positive or neutral pages • - An increase of sales

31. 7. THE FUTURE The future of Performance Marketing: VERTICALIZATION

32. 8. THE BIG PICTURE

33. KONDIMENT GROUP Full-service interactive agency: www.kondiment.ro In our portofolio:

34. CONTACT US OUR DETAILS Sevastopol 17 C, Sector 1; 010991Bucharest - Romania Tel: +40 21 317 01 34; Fax: +40 21 317 01 35 office@kondiment.ro http://www.kondiment.ro facebook.com/kondimentgroup

35. THANK YOU!