dms: marketing evolution
DESCRIPTION
Rex Briggs discusses themes of his new book, Sirfs-Up, Catching the Next Wave in Marketing, and lead an open town hall discussion touching on social media, digital measurement, ROI and the future of the industry based upon the attendees' choice. Speaker: Rex Briggs, CEO, Marketing Evolution @rexbriggsTRANSCRIPT
Marketing Evolution1 MarketingEvolution.com | CONFIDENTIAL
Marketing Evolution
Digital's cross media play: the secret to shifting more share
Digiday: June 26, 2012
rexbriggs
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Marketing Evolution: What We Do For Marketers
Plan
Forecast
Measure/Monitor
1. Forecast sales based on different levels of marketing spend, while determining the impact of external shocks, like a spike in gas prices, on sales.
2. Determine the optimal level of total marketing spend to maximize profits and optimal media mix.
3. Ensure best practices to ensure optimal performance from each media.
4. Measure campaign performance to determine when a campaign is under-performing, and what to do to fill the gap so goals can still be achieved.
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The Most Broadly Validated Solution for ROI ManagementValidated by industry groups, leading academics, and marketing research associations.
Leading Independent Marketing & Research Associations– The ARF (Advertising Research Foundation) in coordination with
-ANA (Association of National Advertisers)-AAAA (American Association of Advertising Agencies)
Leading Independent Academics (Partial List)– Steven Levitt, University of Chicago, Author, Freakonomics– Kirthi Kalayanam, digital and retail leader, University of Santa Clara
Media Companies & Trade Associations– IAB (Interactive Advertising Bureau)– Magazine (MPA, Time Inc, Conde Nast, Meredith, etc.)– TV (Turner, Martha Stewart, MTV Networks, etc.)
Best Practice Reviews– Corporate Executive Board, (B2C & B2B - US, Europe)– Forrester– ESOMAR “Best Practices” Wiley & Sons– Journal of Advertising Research
Serve CMOs: Plan budget, apply best practices, measure ROI.
Three Approaches To Budget Planning
• ABBS
• CPM
• SIRFs
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What Can You Do With A SIRF?
Unit Sales Due to Advertising
$1.0
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Three Approaches
CPM & R/F based planning
1 2 3
Sales
ABBS
SIRFs
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What are SIRFs?
Theory of the ROI:
People use the media, and see ads.
These ads influence their perception and behavior.
•Each subsequent exposure has some diminishing return
Lots of devices, and formats, which each have different impact curves, and pricing.
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Key Components of ROI SoftwareCalculating marketing ROI for various channels uses impact (lift by frequency of exposure), media reach/frequency, and CPM
Impact Per Dollar Spent
Media Costs
• CPM by lever• CPC by lever
Budget Allocation
=
+
+
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DIGITAL's share of the mix
Total Budget
Other Media
Digital Advertising
15%28%
Apps
10%/ Social
Games
9%
Video
10%21%
$15,000,000
Sales
So, how do you get more of the mix?
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Three Approaches
CPM & R/F based planning
1 2 3
“How do I know it works?.
Sales
ABBS
SIRFs
The Secret To Get More Of The Mix
• Be in the system
• Innovate and push best practices
• Remove friction to get more budget
Case example: Net Shelter
Digital's cross media play: the secret to shifting more share...
• Discussion