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Opportunities for optimization in digital

Opportunities for optimization in digital. Возможности оптимизации в digital для повышения эффективности расходов. Agenda. Economic context Optimization opportunities in digital Marketing Automation. Economic context. Marketing budgets in context of current economic conditions.

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Opportunities for optimization in digital

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  1. Opportunities for optimization in digital Возможности оптимизации в digital для повышения эффективности расходов

  2. Agenda • Economic context • Optimization opportunities in digital • Marketing Automation

  3. Economic context Marketing budgets in context of current economic conditions

  4. Context: Marketing budgets and focus • Budget trends mixed, depending on industry • Reactionary reductions in spend (demand, costs) • Preemptive cautionary cuts (costs) • Budget shifts to digital (costs, efficiency) • From business expansion to business sustainment? • Financial institutions leverage digital for PR campaigns to emphasize stability in reaction to fast changing conditions • B2B and IT retail promote credits / discounts

  5. Context: advertising in Russia

  6. Context: online trends • PricewaterhouseCoopers, Sep 2008 identified a “trend towards performance-based advertising is expected to accelerate in the downturn, putting pressure on display” • Search (benefits from its ability to demonstrate clear return on investment) vs. • Display (focus on brand advertising and limited measurability)

  7. Context: marketing focus • The question for many is not “how much budget”, but where and with what objective? • “How much” should be derived from analyzing needs and making tradeoffs • Clarity on objectives is critical (traffic, conversions, ROAS/profits, PR, brand awareness, …)

  8. Context: Russian advantage? • A: Know how to work and play hard • B: Good-looking and well-educated • C: Come into digital later in the game • D: All of the above

  9. Optimization opportunities in digital for maximum campaign performance

  10. Opportunities in digital marketing • Optimization of creative(banners, site usability, organic and paid search) • Optimization of marketing spend within a channel (paid search, day parting, targeting) • Optimization across online and offline channels(media planning based on campaign objectives and performance)

  11. Optimization of creative: online display

  12. Creative optimization: banner anatomy Copy Landing Page Size Picture Calls to Action Placement

  13. Creative optimization: from standard banners to rich media US Russia • Rich media on the path of 98% of conversions! • 82% of the last impressions viewed before the conversion were Rich Media 0.07 - 0.15% 0.50 - 1.08%

  14. Creative optimization: A/B Testing A Landing Page B • One change at a time • Small changes - Big differences • Testing two very different creatives • Clicks don't exist in a vacuum!

  15. Optimization of creative: site usability

  16. Creative optimization: site usability Landing Page Conversion pages • Poor navigation • Irrelevant information • Broken checkout • … • Conversion rate

  17. Optimization of creative: organic and paid search

  18. Optimization of search creative:Search = SEO + SEM

  19. Optimization of search creative:Search = SEO + SEM • SEO – Organic/Natural Positioning • Site indexing (code, structure) • Relevancy index optimization (site content) • 275+ variables that affect positioning • Long term approach • Cost efficient investment • SEM – Paid/Contextual - Performance driven • Placement creative • Buy relevant search queries • Contextual & short term / mid term driven • Managed costs - “You pay for what you get”

  20. Optimization of search creative:Case for search • 49% of consumers change brand after search • 67% of searchers were influenced by offline • 63% of search related purchases happen offline • 16% of shopping spend online (up to 5% in Russia) • 50% increase in online sales • 85% of web traffic started with search US/EU statistics

  21. Optimization of marketing spend within a channel

  22. Spend optimization: paid search • Maximizing to an objective metric within given constrains and budget • Making tradeoffs between spend, volume, and efficiency Example: • Objective: increase #acquisitions (conversions) • Constraints: CPA, budget, min position

  23. Spend optimization: paid search • Keyword based optimization vs. portfolio • Click path analysis (first vs. last) • Brand/generic – long tail dynamics • Multi objective optimization – tradeoffs

  24. Spend optimization: paid search Volume / Efficiency Tradeoffs Clicks = 2000 CPC = 0.12

  25. Spend optimization: paid/organic optimization • If my site is in position 1 in organic search, do I need to spend on paid search? And if yes, how much? • It depends on campaign objective and budget constraints • Is budget a constraint? • Is brand awareness an objective? • Measure results and optimize!

  26. Spend optimization: day-parting • All digital channels: search, email, display, mobile • Finding time-dependent trends • Month of year • Week of month • Day of week • Hour of the day • Fine tune spend based on identified trends • Valuable technique, but does not work in all cases (lack of data, changing conditions)

  27. Spend optimization: targeting • Targeting mechanisms: • Geographic • User profile (CRM, preferences) • Behavioral • Channels: search, display, email, mobile • Again, measurement is key

  28. Optimization across channels (online and offline)

  29. Optimization across channels • Integration of online and offline enables holistic marketing campaigns • Some enabling technologies: • QR codes, bluetooth / mobile • Integration with call centers and CRM for day parting • Rationale to substantiate spend allocations based on better measurable traditional media campaigns

  30. Optimization across channels • Integration of print and mobile using QR codes • Measurable print campaigns • Basis for further optimization

  31. ptimization landscape $ ? ? Channel Online Offline Search Display Mobile Other TV Radio Print OOH Creative Sales Conversions Clicks Organic PPC Site Creative CRM / Call center Back office Landing Page Conversion pages Spend 3rd party Tracking Search Analytics Impressions, clicks, conversions costs, revenue, custom data … Client systems Channels 3rd party

  32. Automation of marketing to drive efficiencies

  33. Automation: technologies • Ad serving & Tracking • Measurement & Analytics • Reporting • Other technologies: rule-based engines, statistical analysis, neural networks, NLP, genetic algorithms • Integration between marketing systems • Data exchange standards • Integration interfaces

  34. Automation: analytics • Wordcatcher tool is used to conduct analysis on competitive rankings and keyword selection • Supports Russian language and Yandex

  35. Automation: paid search analytics • Click2Sales is a bid optimization and campaign management tool that supports • ROI-based portfolio optimization • Rules-based keyword management • Day/time-parting • Unicode standard • Tracking • The tool supports optimization and bidding on Google, Yahoo, MSN and Baidu platforms, Yandex and Rambler planned • Reporting interface

  36. Automation: analytics • SEO analytics tool • Tracks site positioning • Benchmarks against competitors • Watch for best opportunities in natural positioning

  37. Automation: reporting • Marketing Console offers integrated reporting for all online media campaigns • e-commerce • display • SEM & SEO • affiliate programs • recruitment campaign • mobile • … • Where you can track • audience • conversions • bookings • leads • ROI

  38. Automation: reporting • Detailed channel specific views, including online advertising and paid search • Cross channel consolidated results • Media budget forecasts • Comparisons to goals and forecasts • Key indexes, monitoring and triggers • Filters, region / business unit

  39. Automation: Benefits to clients • Faster response to market changes • Objective driven, measurable campaign performance • Rationale to allocate spends based on results • Results-driven media planning • Transparency through reporting

  40. Automation: Marketing analytics • Emergence of marketing analytics as core marketing discipline • Why? • Consumer focus: pull vs. push marketing • Performance driven spend • Marketing is not limited to advertising

  41. Broader marketing opportunities • Remember the good old marketing mix? • Company, Customer, Competitors • Product, Price, Promotion, Place • Advertising touches most areas, but not all • Marketing Analytics enable holistic approach • Define objectives • Track and measure applicable metrics • Make judgments against objectives • Optimize and automate campaign adjustments • Communicate to consumers, suppliers, partners

  42. Questions? Thank you! Sam Der-Kazaryan sderkaza@digitas.com +7 916 301 7586

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