Check out this presentation for an all-inclusive look at 2018 digital marketing trends, including the latest in email design, display advertising, social media advertising, and how to best leverage online data to boost marketing ROI.

2. Welcome to
the Webinar!
Questions can be
submitted using
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Q&A panel
Questions will be
addressed at the
conclusion of the
webinar
For additional
questions,
please email
info@accudata.com

3. Introducing Today’s
Digital Experts
Erika Serrano
Celeste Penacho

4. Today’s Agenda
Extend the Conversation with
Social Media Advertising
2018 Email Design Trends
Digital Services Born from Online Data
Digital Marketing Drivers
Display Ad Examples and
Understanding Digital Impressions

5. Case Study:
Digital Display
Advertising
The Objective:
• A health insurance provider for a nationally-recognized theme park
needed to reach theme park employees to inform them of renewal
opportunities.
• The company needed a method to reach employees while they
were in employee only areas, as that is where phone usage is
allowed.
The Solution:
• AccuData recommended mapping the locations of employee only
areas within the park in order to identify their IP addresses.
• Digital display ads featuring information on the renewal
opportunity were displayed to team members connected to the
park’s wireless network.
The Outcome:
• The client stated “They were super happy as they expected it to be
a loss, but they had 8,000 people renew that were the same as the
previous year.”
• The display portion of the campaign garnered a .13% click through
rate, which is more than double the standard.

6. Email is the Heart
of the Digital
Ecosystem
Builds relationships
Quick to produce and deploy
Provides timely results and
detailed metrics
Plays well with other channels
for integrated strategies
$ Cost effective

7. Trend One
List Segmentation
and Dynamic
Content

8. Trend Two
Mailable Microsites

9. Trend Three
Contextual Emails
that Show Progress

10. Trend Four
Text Only Emails

11. Trend Five
Use of
Popular Phrases in
Subject Lines and
Hero Images

12. Trend Six
Integrating
Social Media

13. Trend Seven
Unique
Typographies/
Highlighting Key
Phrases

14. Trend Eight
Interactive Elements

15. Trend Nine
Mobile Menu
Optimization

16. Trend Ten
Mobile Friendly
Subscription Forms

17. Examples of Digital Marketing
Traditional
Display Ads
Interstitial
Display Ads
Native
Display Ads

18. Traditional Display Ads
• Must have a landing page/URL,
clearly identifiable logo, or distinct
brand name
• Can be animated or static (animated
ads should be 30 seconds or less,
with no more than 3 loops)
• Standard serve is at least one ad
placement per day for 30 days
• Standard click through rate is .07%

19. 300x250
728x90
160x600
320x50
Sample Display Ads

20. Native Display Ads
• Digital content that blends
seamlessly into an app or website
page
• Combines the advertising message
with user-centric content
• Generally content-based (think
more informational and less
promotional)

21. Interstitial Display Ads
• Full screen ads that cover all or a
portion of the interface of their host
application
• Appears at crucial moments during
the navigation of the page
• Often freezes on screen for a select
number of seconds until an “X” or
close option appears
• Requires user action

22. Essential Digital Marketing Components
Understanding
Impressions
Frequency
and Visibility
Digital
Marketing
Drivers

23. Understanding Impressions
What is an Impression?
• An impression occurs when a
digital advertisement or other
form of digital media renders
on a user’s screen
• Impressions are the most
common way that digital
advertising is bought and sold
How are they calculated?
• Served only when someone
from the household or the
venue being targeted browses
the internet
• The completion of the
transmission counts as an
impression
Safeguards:
• In-app inventory is removed
• “Vice” and adult sites are
removed
• The leading 200 child-focused
websites have been removed
• Sites with a history of
fraudulent traffic are also
removed
Understanding
Impressions

24. Frequency and Visibility
Frequency:
• The recommended frequency
will depend on the nature of
the campaign, the buying
cycle, and the duration of the
campaign
• Household frequency is
recommended at 30 – 60
impressions
• Business frequency is
recommended at 80 – 100
impressions
Visibility:
• The Ad Network is comprised of
more than 1 million websites
that include 30 – 50 billion
advertising impressions per day
• This represents about 90% of all
available daily ad inventory on
the internet
Ad Network Sites:
• bonappetit.com
• chicagotribune.com
• cosmopolitan.com
• ebay.com
• foodnetwork.com
• forbes.com
• gannett.com
• nasdaq.com
• overstock.com
• reddit.com
• snopes.com
• urbandictionary.com
• walmart.com
• whitepages.com
• yahoo.com
Understanding
Impressions

25. Digital Advertising Drivers
Cookies:
• Text files stored within a
browser that provide a
means for websites to track
visitors and their
preferences
• Cookies are downloaded to
the device that is being used
at that specific time
• Cookies include information
passed from the user like the
user ID, shopping cart data,
time on site, and preferences
IP Addresses:
• A unique string of numbers
that identifies each computer
or device using the internet
• IP addresses ensure that
information being accessed/
sent online arrives at the
correct destination
Digital Device IDs:
• The number associated with
a mobile device
• Captured through a network
of participating apps when
you login to an app and your
email address is captured
along with your device ID
Digital Marketing

29. Digital Display Applications
Email with
Retargeting
Direct IP
Targeting
and Reverse
IP Targeting
Large Venue IP
Targeting
Out of Home
Targeting
Venue Replay

30. Email with Retargeting
Increase message exposure by retargeting email recipients with digital display advertising
Digital Marketing

31. Direct IP Targeting
Display banner ads to specific individuals based on IP addresses — like direct mail delivered digitally
Digital Marketing

32. Reverse IP Targeting
Retarget website visitors by sending them a direct mail piece within days of them being on your site
Digital Marketing

33. Large Venue IP Targeting
Market to consumers at specific places and times
Digital Marketing

34. Venue Replay
Target consumers that have visited specific locations in the past with digital ads
Digital Marketing

35. Out of Home Targeting
Stay in front of your audience no matter where they go by targeting specific devices
Digital Marketing

36. Extend the Conversation
with Social Media Advertising
Ad Examples Use Cases
Audience
Selection
Capabilities
Campaign
Recommendations

37. Case Study:
Social Media
Advertising
The Objective:
• A Florida-based restaurant with 15 corporate-owned locations
wanted to increase brand awareness and drive traffic to their new
online ordering system, while encouraging visitors to download
their mobile app.
The Solution:
• To achieve the client’s goal, AccuData created a social media
advertising strategy that was deployed to 24-35 year olds with an
interest in BBQ or grilling that lived within a five mile radius of
specific stores.
The Outcome:
• The Facebook carousel ads were shown to more than 8,000 people
and resulted in 13,000 click-throughs. The ads also produced 494
downloads of the restaurants mobile app. The restaurant saw an
upsurge in online orders directly associated with the downloads.

38. Facebook Carousel Ad Samples
Social Media

41. Use Cases
Social Media
Goal:
Build Awareness
• Boost Posts
• Promote Pages
• Reach People Based on
Proximity
• Increase Brand Awareness
Goal:
Increase Consideration
• Increase Website Traffic
• Drive App Installs
• Raise Event Attendance
• Get Video Views
• Identify Prospects
Goal:
Promote Conversion
• Increase Website Conversions
• Increase App Engagement
• Promote a Catalog
• Entice People to Claim Offers

42. Find prospects using Facebook’s
integrated data
Audience Selection
Capabilities
Build a look-a-like audience from
First Party Data
Retarget website visitors using a
Facebook pixel
Target existing customers with
First Party Data
Find prospects using AccuData’s
multi-sourced data

43. Campaign Recommendations
Social Media
Length:
• The minimum recommended
campaign length is 30 days
Creative:
• 3 – 5 image carousel ad
Real-Time Bidding:
• Facebook advertising is based
on a bidding system
• Each person has a price tag
attached to them
• The more likely a person is to
click on an ad, the more
expensive they are
• Several factors (including
audience size, creative,
holidays, and location) can drive
up the price of a bid
AccuData Provides:
• Client onboarding and walk
through
• Ad account activation
• Campaign setup
• Audience selection
• Campaign management
• Mid-campaign text/image
changes
• Reporting

44. Introducing Multichannel Campaigns
A Custom
Workflow

45. Custom Multichannel Marketing Workflow
A recommended workflow for clients that have a postal file
1 Perform postal hygiene
2 Append email addresses;
apply email verification
3 Append demographics for
segmentation
4 Perform a permission pass with
loyalty deployment platform
5 Create a workflow of offers
and content to increase engagement
6 Retarget engagers with display
and social media ads
Multichannel
Marketing

46. Addressing
Your Questions