Online marketing is a vast and comprehensive domain. It’s not a question on IF we do online marketing, but on HOW we do it. Lately, there is a shift on the market towards Performance Marketing, originating from a need to see measurable results from campaigns, from the over-saturation of the online marketing and from C-level attention and engagement in digital operations.
This presentation will allow you to find out more on how you can set up an efficient, measurable campaign and about the skills and competences needed to do performance marketing. You will also learn more on different type of campaigns there are and what are the relevant KPIs you must have in consideration when starting a specific campaign.
This presentation is created by Lucian Despoiu, Managing Partner at Kondiment Group, and was delivered at the “Marketing In Direct” International Conference in Bucharest.
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.
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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
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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
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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
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7. 2. KEY POINTS
Before we start
Right (online) KPI setting
Will elaborate later…
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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)
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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
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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
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11. 4. PERFORMANCE MARKETING SKILLS
•Marketing & Communication:
( consumer hobbits)
Search Engine Marketing
Social Media Marketing
Display Advertising
E-mail Marketing
Online PR
Mobile
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12. 4. PERFORMANCE MARKETING SKILLS
• Technical (build):
Applications development
Content Management Systems (CMS)
Enterprise Solutions Development and
integration
Frontend development
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13. 4. PERFORMANCE MARKETING SKILLS
• Creative and strong (deep) analytics:
Analytics
A/B and MVT Testing
HeatMap (LinkMap and ClickMap)
Usability Audits
Conversion Optimization
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21. 5. THE DISCIPLINES
Analytics
Professional implementation (events)
E-mail alerts
Visitors tracking
Conversion goals (sales funnel)
Business Intelligence
E-commerce tracking
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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
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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
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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
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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
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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)
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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
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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
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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
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