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Performance Marketing: Back to Basics

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Performance Marketing: Back to Basics. Lucian Despoiu. 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

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Presentation Transcript
slide2
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

slide3
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.
slide4
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

slide5
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

slide6
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

slide7
2. KEY POINTS

Before we start

Right (online) KPI setting

Will elaborate later…

slide8
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)
slide9
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
slide10
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
slide11
4. PERFORMANCE MARKETING SKILLS
  • Marketing & Communication: ( consumer hobbits)
    • Search Engine Marketing
    • Social Media Marketing
    • Display Advertising
    • E-mail Marketing
    • Online PR
    • Mobile
slide12
4. PERFORMANCE MARKETING SKILLS
  • Technical (build):
    • Applications development
    • Content Management Systems (CMS)
    • Enterprise Solutions Development and integration
    • Frontend development
slide13
4. PERFORMANCE MARKETING SKILLS
  • Creative and strong (deep) analytics:
    • Analytics
    • A/B and MVT Testing
    • HeatMap (LinkMap and ClickMap)
    • Usability Audits
    • Conversion Optimization
slide14
5. THE DISCIPLINES

Media management / buying

slide15
5. THE DISCIPLINES

Strong Impact

Some Impact

slide16
5. THE DISCIPLINES

Attribution Model

slide17
5. THE DISCIPLINES

Cross-Channel

slide18
5. THE DISCIPLINES: Media Buying

Re-targeting in a Cross Channel Environment

slide19
5. THE DISCIPLINES

Usability 

slide20
5. THE DISCIPLINES
  • Conversion optimization
    • Content experiments:
    • - A/B testing
    • - MVT
slide21
5. THE DISCIPLINES
  • Analytics
    • Professional implementation (events)
    • E-mail alerts
    • Visitors tracking
    • Conversion goals (sales funnel)
    • Business Intelligence
    • E-commerce tracking
slide22
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
slide23
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
slide24
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
slide25
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
slide26
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)
slide27
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
slide28
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
slide29
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
slide31
7. THE FUTURE

The future of Performance Marketing:

VERTICALIZATION

slide33
KONDIMENT GROUP

Full-service interactive agency: www.kondiment.ro

In our portofolio:

slide34
CONTACT US

OUR DETAILS

Sevastopol 17 C, Sector 1; 010991Bucharest - Romania

Tel: +40 21 317 01 34; Fax: +40 21 317 01 35

[email protected]

http://www.kondiment.ro

facebook.com/kondimentgroup

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