five performance marketing trends to watch - jon myers, marin software
TRANSCRIPT
5 Trends to Watch in Performance MarketingJon MyersVP & Managing Director - EMEA
@JonDMyers
October, 2014
Performance Marketing: Looking back over 20 years
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The history of performance marketing 1993 - 1998
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2000: A performance marketing behemoth was born
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Google.com: 1999
NO RECORDED REVENUE FOR 1999
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The history of performance marketing 2000 - 2007
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Google.com: 2007
2007 REVENUE = $17.5BN
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The history of performance marketing 2007 - 2013
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Google.com: 2014
2013 REVENUE = $57.8BN
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October, 2014
Performance Marketing Trends: 1) Search is learning from display
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Search is online advertising’s biggest channel…
…BUT IT’S STILL LEARNING FROM OTHER CHANNELS
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Search has traditionally been focused on keywords
Keyword Portfolio
Cost related
Re
turn
rela
ted
1 2
3
4
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high
hig
h
Audiences are the new keywords
Audience activation in RLSA: “Credit Card”
• High HHI• Affluent Cluster• Senior Mgmt
Existing Customer
Top Rewards Card Perks
Low RateDouble Miles
No MessingNegative bid boost: - 100%
Audience Search Ad Copy Bid
• Student• Frequent Traveler
Adjust bids based on audience data
12% uplift in generic query CTRs for Motor Insurance vs. standard campaigns 7% reduction in CPCs across Motor Insurance vs. standard campaigns 14% uplift in margin across the Insurance vertical
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Adjust messaging based on audience data
Non-Member Member
October, 2014
Performance Marketing Trends: 2) Display is learning from search
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Display took search’s biddable model
Now display is taking search intent
Intent signal capture
October, 2014
Performance Marketing Trends: 3) Search and social work together
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The buyer’s journey is highly fragmented
47% of revenue comes from purchases made in more than one day (Google) 65% of revenue comes from purchases made in more than one step (Google) Search engines and social networks are the top two sources used to research and
inspire purchase decisions (eMarketer)
Sources: Brand Perfect, “Adventures in Retail”, November 9 2012 and http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
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Search and social have become our go-to channels
Rapid and Continuous Growth
50% of Total Media Budgets
50% of Marketers Will Increase
6 Billion Google Searches / Day
1 Billion Daily Facebook Users
Google / Facebook = #1 / #2 for ROI
75% See as Critical for Cross-Channel
Sources: RBC Capital Markets and Advertising Age, “Facebook, Inc.” September 12, 2013, and http://news.magnaglobal.com/ipgmediabrands/press-releases/magna-global-advertising-forecast-2014-ipg-mediabrands.htm
Consumer Usage is Omnipresent
Marketers Are Embracing
Looking at search and social separately doesn’t tell the full story
Social is more likely to “assist” sales made in other channels For every Social click resulting in a purchase, there are two clicks assisting another
converting channel
Source: Google http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
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Social advertising drives better search performance
Customers who touch both channels are more valuable
Search Touches + Social Touches = Better Performance
• 2X higher conversion rate, 2X higher revenue / click than Search only• 4.5X higher conversion rate, 4X higher revenue / click than Social only
Focus on Acquiring Customers Across Channels
• Focusing on a single channel ignores the customers’ path to conversion • Focusing on a single channel limits the potential results you can achieve
Google / Bing Click+ Facebook Click
Facebook ClickOnly
Google /BingClick Only
3.56% CR$3.16 RPC
1.88% CR$1.56 RPC
.76% CR$.77 RPC
Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
Search Revenue per Click is Higher When Managed with Social o + 36% higher than Search campaigns managed independently
Search Revenue per Conversion is Higher When Managed with Social o + 68% higher than Search campaigns managed independently
Is search and social campaign integration worth it?
Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
October, 2014
Performance Marketing Trends: 4) “Cross-channel” is about the consumer, not the channel
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Journey to conversion is about the consumer
One to One Relationship
How well do you understand your consumer?
Cross-channel audience activation
Mr. CMO – Tear down those walls
October, 2014
Performance Marketing Trends: 5) Programmatic is moving towards transparency
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Mr. CMO – Tear Down Those Walls
You need to gain transparency & control from programmatic display
Transparent bid calculations
Second-party data visibility
Full view of media costs
October, 2014
Performance Marketing in the Future: What other media could become programmatic?
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Could television ads go programmatic?
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Could radio ads go programmatic?
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Could outdoor go programmatic?
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Your World
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Thanks!Jon MyersVP & Managing Director - EMEA
@JonDMyers