Performance Marketing: Back to Basics
Sponsored Links
This presentation is the property of its rightful owner.
1 / 35

Performance Marketing: Back to Basics PowerPoint PPT Presentation


  • 110 Views
  • Uploaded on
  • Presentation posted in: General

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

Download Presentation

Performance Marketing: Back to Basics

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


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

THE BIG PICTURE


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.


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


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


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


2. KEY POINTS

Before we start

Right (online) KPI setting

Will elaborate later…


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)


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


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


4. PERFORMANCE MARKETING SKILLS

  • Marketing & Communication: ( consumer hobbits)

    • Search Engine Marketing

    • Social Media Marketing

    • Display Advertising

    • E-mail Marketing

    • Online PR

    • Mobile


4. PERFORMANCE MARKETING SKILLS

  • Technical (build):

    • Applications development

    • Content Management Systems (CMS)

    • Enterprise Solutions Development and integration

    • Frontend development


4. PERFORMANCE MARKETING SKILLS

  • Creative and strong (deep) analytics:

    • Analytics

    • A/B and MVT Testing

    • HeatMap (LinkMap and ClickMap)

    • Usability Audits

    • Conversion Optimization


5. THE DISCIPLINES

Media management / buying


5. THE DISCIPLINES

Strong Impact

Some Impact


5. THE DISCIPLINES

Attribution Model


5. THE DISCIPLINES

Cross-Channel


5. THE DISCIPLINES: Media Buying

Re-targeting in a Cross Channel Environment


5. THE DISCIPLINES

Usability 


5. THE DISCIPLINES

  • Conversion optimization

    • Content experiments:

    • - A/B testing

    • - MVT


5. THE DISCIPLINES

  • Analytics

    • Professional implementation (events)

    • E-mail alerts

    • Visitors tracking

    • Conversion goals (sales funnel)

    • Business Intelligence

    • E-commerce tracking


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


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


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


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


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)


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


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


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


7. THE FUTURE

The future of Performance Marketing:

VERTICALIZATION


8. THE BIG PICTURE


KONDIMENT GROUP

Full-service interactive agency: www.kondiment.ro

In our portofolio:


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


THANK YOU!


  • Login