SlideShare ist ein Scribd-Unternehmen logo
1 von 35
Performance Marketing: Back to Basics
                            Lucian Despoiu
Agenda
           1.   MOVING FROM ONLINE MARKETING TO
                          PERFORMANCE MARKETING

                 2.   KEY POINTS (BEFORE WE START)

     3.    WORKING WITH THE AGENCY OR IN-HOUSE

                                      4.   THE SKILLS

                                5.   THE DISCIPLINES

                 6.   TYPES OF CAMPAIGNS AND KPI’S

7.        THE FUTURE OF PERFORMANCE MARKETING

                               8.    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.




                            www.kondiment.ro
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



                             www.kondiment.ro
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




                             www.kondiment.ro
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




                           www.kondiment.ro
2. KEY POINTS
Before we start




         Right (online) KPI setting

            Will elaborate later…




                  www.kondiment.ro
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)




                               www.kondiment.ro
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




                                 www.kondiment.ro
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




                       www.kondiment.ro
4. PERFORMANCE MARKETING SKILLS

•Marketing & Communication:
                   ( consumer hobbits)
  Search Engine Marketing
  Social Media Marketing
  Display Advertising
  E-mail Marketing
  Online PR
  Mobile

                   www.kondiment.ro
4. PERFORMANCE MARKETING SKILLS

•   Technical (build):
    Applications development
    Content Management Systems (CMS)
    Enterprise Solutions Development and
    integration
    Frontend development



                     www.kondiment.ro
4. PERFORMANCE MARKETING SKILLS

•   Creative and strong (deep) analytics:
    Analytics
    A/B and MVT Testing
    HeatMap (LinkMap and ClickMap)
    Usability Audits
    Conversion Optimization




                    www.kondiment.ro
5. THE DISCIPLINES


        Media management / buying




               www.kondiment.ro
5. THE DISCIPLINES
                PPC    RTB                  Display   Affiliates   SEO   Social   Email




Awareness




Interest




Acquisition




Retention
                      Strong Impact   Some Impact




                                           www.kondiment.ro
5. THE DISCIPLINES



             Attribution Model




              www.kondiment.ro
5. THE DISCIPLINES
                                                                                                                                                    % of Contracts
                                                                                        Quality -
                       Contribution                                                   Customer life         Customer Lifetime Value   NPV
       Sales Channel                  Hardware Mix                 Flexibility                        CPA
                            €                                                           (months)                      €                €
                                                                                                                                                                      2012
                                                                                                                                             2011
                                                                                                                                                                     Budget




 Display                   28.3                           Slow                             79         310            1925             1355   30%                      27%




 PPC                       29.6                           Fast                             55         189            1440             1115   27%                      26%




 FACEBOOK                  24.6                           Discontinued                     45         301            805              630    8%                       1%


                                      Not Yet Available



 WEB HOMEPAGE              27.6                           Fast                             42         164             995             675    32%                      35%




 SEO                       23.0                           Medium                           27         345             275             225    2%                       4%




 MOBILE                    23.0                           Medium                           47         225             855             675    1%                       7%




                                                                   Cross-Channel
                                                                                 www.kondiment.ro
5. THE DISCIPLINES: Media Buying

Re-targeting in a Cross Channel Environment




                  www.kondiment.ro
5. THE DISCIPLINES

Usability 




              www.kondiment.ro
5. THE DISCIPLINES

Conversion optimization
  Content experiments:

  - A/B testing

  - MVT



                   www.kondiment.ro
5. THE DISCIPLINES

Analytics
  Professional implementation (events)
  E-mail alerts
  Visitors tracking
  Conversion goals (sales funnel)
  Business Intelligence
  E-commerce tracking


                      www.kondiment.ro
6. TYPES OF CAMPAIGNS

A classification of online campaigns:

    1.Awareness campaigns
    2.Lead generation campaigns
    3.Retention campaigns
    4.Sales generation campaigns
    5.E-mail marketing campaigns
    6.Database collecting campaigns
    7.Reputation management campaigns



                             www.kondiment.ro
6. TYPES OF CAMPAIGNS
1.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


                                   www.kondiment.ro
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




                                    www.kondiment.ro
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




                                    www.kondiment.ro
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)




                                     www.kondiment.ro
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




                                   www.kondiment.ro
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




                                   www.kondiment.ro
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




                                       www.kondiment.ro
www.kondiment.ro
7. THE FUTURE


The future of Performance Marketing:

       VERTICALIZATION



                www.kondiment.ro
8. THE BIG PICTURE




              www.kondiment.ro
KONDIMENT GROUP
Full-service interactive agency: www.kondiment.ro

In our portofolio:




                                   www.kondiment.ro
CONTACT US

                                OUR DETAILS
                                  Sevastopol 17 C, Sector 1; 010991
                                        Bucharest - Romania


                                  Tel: +40 21 317 01 34; Fax: +40 21 317 01 35
                                  office@kondiment.ro
                                  http://www.kondiment.ro


                                  facebook.com/kondimentgroup




             www.kondiment.ro
THANK
 YOU!

Weitere ähnliche Inhalte

Andere mochten auch

Performance Marketing Awards Webinar Slides 07/12/16
Performance Marketing Awards Webinar Slides 07/12/16Performance Marketing Awards Webinar Slides 07/12/16
Performance Marketing Awards Webinar Slides 07/12/16PerformanceIN
 
Performance Marketing in a digital world
Performance Marketing in a digital worldPerformance Marketing in a digital world
Performance Marketing in a digital worldForestView
 
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer
 
Marketing Performance & Profitability
Marketing Performance & ProfitabilityMarketing Performance & Profitability
Marketing Performance & ProfitabilityAnand Subramaniam
 
50 Best Motivational Quotes to Ignite Your Sales Drive
50 Best Motivational Quotes to Ignite Your Sales Drive50 Best Motivational Quotes to Ignite Your Sales Drive
50 Best Motivational Quotes to Ignite Your Sales DriveHubSpot
 

Andere mochten auch (6)

Performance Marketing Awards Webinar Slides 07/12/16
Performance Marketing Awards Webinar Slides 07/12/16Performance Marketing Awards Webinar Slides 07/12/16
Performance Marketing Awards Webinar Slides 07/12/16
 
Performance Marketing in a digital world
Performance Marketing in a digital worldPerformance Marketing in a digital world
Performance Marketing in a digital world
 
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
 
Finance in a digital world
Finance in a digital worldFinance in a digital world
Finance in a digital world
 
Marketing Performance & Profitability
Marketing Performance & ProfitabilityMarketing Performance & Profitability
Marketing Performance & Profitability
 
50 Best Motivational Quotes to Ignite Your Sales Drive
50 Best Motivational Quotes to Ignite Your Sales Drive50 Best Motivational Quotes to Ignite Your Sales Drive
50 Best Motivational Quotes to Ignite Your Sales Drive
 

Performance Marketing: Back to basics (Lucian Despoiu for Marketing in Direct)

  • 1. Performance Marketing: Back to Basics Lucian Despoiu
  • 2. Agenda 1. MOVING FROM ONLINE MARKETING TO PERFORMANCE MARKETING 2. KEY POINTS (BEFORE WE START) 3. WORKING WITH THE AGENCY OR IN-HOUSE 4. THE SKILLS 5. THE DISCIPLINES 6. TYPES OF CAMPAIGNS AND KPI’S 7. THE FUTURE OF PERFORMANCE MARKETING 8. THE BIG PICTURE
  • 3. 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. www.kondiment.ro
  • 4. 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 www.kondiment.ro
  • 5. 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 www.kondiment.ro
  • 6. 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 www.kondiment.ro
  • 7. 2. KEY POINTS Before we start Right (online) KPI setting Will elaborate later… www.kondiment.ro
  • 8. 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) www.kondiment.ro
  • 9. 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 www.kondiment.ro
  • 10. 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 www.kondiment.ro
  • 11. 4. PERFORMANCE MARKETING SKILLS •Marketing & Communication: ( consumer hobbits) Search Engine Marketing Social Media Marketing Display Advertising E-mail Marketing Online PR Mobile www.kondiment.ro
  • 12. 4. PERFORMANCE MARKETING SKILLS • Technical (build): Applications development Content Management Systems (CMS) Enterprise Solutions Development and integration Frontend development www.kondiment.ro
  • 13. 4. PERFORMANCE MARKETING SKILLS • Creative and strong (deep) analytics: Analytics A/B and MVT Testing HeatMap (LinkMap and ClickMap) Usability Audits Conversion Optimization www.kondiment.ro
  • 14. 5. THE DISCIPLINES Media management / buying www.kondiment.ro
  • 15. 5. THE DISCIPLINES PPC RTB Display Affiliates SEO Social Email Awareness Interest Acquisition Retention Strong Impact Some Impact www.kondiment.ro
  • 16. 5. THE DISCIPLINES Attribution Model www.kondiment.ro
  • 17. 5. THE DISCIPLINES % of Contracts Quality - Contribution Customer life Customer Lifetime Value NPV Sales Channel Hardware Mix Flexibility CPA € (months) € € 2012 2011 Budget Display 28.3 Slow 79 310 1925 1355 30% 27% PPC 29.6 Fast 55 189 1440 1115 27% 26% FACEBOOK 24.6 Discontinued 45 301 805 630 8% 1% Not Yet Available WEB HOMEPAGE 27.6 Fast 42 164 995 675 32% 35% SEO 23.0 Medium 27 345 275 225 2% 4% MOBILE 23.0 Medium 47 225 855 675 1% 7% Cross-Channel www.kondiment.ro
  • 18. 5. THE DISCIPLINES: Media Buying Re-targeting in a Cross Channel Environment www.kondiment.ro
  • 19. 5. THE DISCIPLINES Usability  www.kondiment.ro
  • 20. 5. THE DISCIPLINES Conversion optimization Content experiments: - A/B testing - MVT www.kondiment.ro
  • 21. 5. THE DISCIPLINES Analytics Professional implementation (events) E-mail alerts Visitors tracking Conversion goals (sales funnel) Business Intelligence E-commerce tracking www.kondiment.ro
  • 22. 6. TYPES OF CAMPAIGNS A classification of online campaigns: 1.Awareness campaigns 2.Lead generation campaigns 3.Retention campaigns 4.Sales generation campaigns 5.E-mail marketing campaigns 6.Database collecting campaigns 7.Reputation management campaigns www.kondiment.ro
  • 23. 6. TYPES OF CAMPAIGNS 1.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 www.kondiment.ro
  • 24. 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 www.kondiment.ro
  • 25. 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 www.kondiment.ro
  • 26. 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) www.kondiment.ro
  • 27. 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 www.kondiment.ro
  • 28. 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 www.kondiment.ro
  • 29. 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 www.kondiment.ro
  • 31. 7. THE FUTURE The future of Performance Marketing: VERTICALIZATION www.kondiment.ro
  • 32. 8. THE BIG PICTURE www.kondiment.ro
  • 33. KONDIMENT GROUP Full-service interactive agency: www.kondiment.ro In our portofolio: www.kondiment.ro
  • 34. CONTACT US OUR DETAILS Sevastopol 17 C, Sector 1; 010991 Bucharest - Romania Tel: +40 21 317 01 34; Fax: +40 21 317 01 35 office@kondiment.ro http://www.kondiment.ro facebook.com/kondimentgroup www.kondiment.ro