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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Performance Marketing: Back to Basics

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Performance marketing back to basics

Performance Marketing: Back to Basics

Lucian Despoiu


Performance marketing back to basics

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


Performance marketing back to basics

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.


Performance marketing back to basics

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


Performance marketing back to basics

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


Performance marketing back to basics

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


Performance marketing back to basics

2. KEY POINTS

Before we start

Right (online) KPI setting

Will elaborate later…


Performance marketing back to basics

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)


Performance marketing back to basics

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


Performance marketing back to basics

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


Performance marketing back to basics

4. PERFORMANCE MARKETING SKILLS

  • Marketing & Communication: ( consumer hobbits)

    • Search Engine Marketing

    • Social Media Marketing

    • Display Advertising

    • E-mail Marketing

    • Online PR

    • Mobile


Performance marketing back to basics

4. PERFORMANCE MARKETING SKILLS

  • Technical (build):

    • Applications development

    • Content Management Systems (CMS)

    • Enterprise Solutions Development and integration

    • Frontend development


Performance marketing back to basics

4. PERFORMANCE MARKETING SKILLS

  • Creative and strong (deep) analytics:

    • Analytics

    • A/B and MVT Testing

    • HeatMap (LinkMap and ClickMap)

    • Usability Audits

    • Conversion Optimization


Performance marketing back to basics

5. THE DISCIPLINES

Media management / buying


Performance marketing back to basics

5. THE DISCIPLINES

Strong Impact

Some Impact


Performance marketing back to basics

5. THE DISCIPLINES

Attribution Model


Performance marketing back to basics

5. THE DISCIPLINES

Cross-Channel


Performance marketing back to basics

5. THE DISCIPLINES: Media Buying

Re-targeting in a Cross Channel Environment


Performance marketing back to basics

5. THE DISCIPLINES

Usability 


Performance marketing back to basics

5. THE DISCIPLINES

  • Conversion optimization

    • Content experiments:

    • - A/B testing

    • - MVT


Performance marketing back to basics

5. THE DISCIPLINES

  • Analytics

    • Professional implementation (events)

    • E-mail alerts

    • Visitors tracking

    • Conversion goals (sales funnel)

    • Business Intelligence

    • E-commerce tracking


Performance marketing back to basics

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


Performance marketing back to basics

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


Performance marketing back to basics

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


Performance marketing back to basics

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


Performance marketing back to basics

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)


Performance marketing back to basics

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


Performance marketing back to basics

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


Performance marketing back to basics

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


Performance marketing back to basics

7. THE FUTURE

The future of Performance Marketing:

VERTICALIZATION


Performance marketing back to basics

8. THE BIG PICTURE


Performance marketing back to basics

KONDIMENT GROUP

Full-service interactive agency: www.kondiment.ro

In our portofolio:


Performance marketing back to basics

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


Performance marketing back to basics

THANK YOU!


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