In this Internet Summit 2014 session, we dug into creative ways to approach digital media planning and dove into the critical questions to ask when customizing a balanced digital media strategy built for success in 2015 and beyond. What should I spend on mobile? How much should I invest in paid social? When do I stop throwing money at search and shift to display? Should I move some TV budget to YouTube? The audience learned the right questions to ask before formulating their plan. We helped them take an “etch-a-sketch” to the “let’s just continue doing everything we did last year” media planning methodology.

1. Multi-Channel
Attribution & The
Digital Media
Food Pyramid
How to Plan Your 2015 Media Mix

2. About Me
President, Chief Search Artist & Be Found Online
12 Years in the Digital MarketingWorld
Live Tweeting using #ISUM14 and
#FoodPyramid
@thegoldendan
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3. About Be Found Online
Be Found Online is a values based,
analytically-driven digital marketing
agency obsessed with helping
advertisers drive more revenue, more
cost effectively through a broad
offering of solutions.
Seasoned Team
• Avg. 7 years experience
• 35 Team Members & Growing
Full Service
• Paid Media
• Paid Search, Display, Video
• Organic Media
• SEO, Social, Content, Analytics
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4. Today’s Agenda
• What’s in a Digital Media Mix?
• Mixing Online & Offline Media
• Question to Ask Before You Start
• Key Factors to Consider
• Vertical Examples
• 5 Recommendations for 2015
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5. Disclaimers
I’m biased.
I’m a searchaholic.
I still believe in offline media.
Even though I steal TV budgets.
Confessions of a #Searchaholic at #ISUM14 at
@thegoldendan ‘s #FoodPyramid session.
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6. WHAT
DETERMINES
THE MIX?

7. Planning the Perfect Media Mix
When do I stop throwing
money at search and
switch to display?
How much
should I invest
in mobile?
Paid social?
Should I move
some TV budget
to YouTube?
How do I factor in
cross-channel
attribution?
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8. Most Companies Move Like This
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9. Time to Get Cereal
Follow your nose?
Follow the eyeballs!
Don’t move too slow.
Toucan Dan says “Follow The Eyeballs”
@thegoldendan #ISUM14 #FoodPyramid
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10. MIXING ONLINE
&
OFFLINE MEDIA

11. Digital vs. Traditional
Does my allocation match
consumer behavior?
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12. The Consumption Disconnect
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13. Time Spent Online
79%
of time online is spent
outside search 21%
of time online is
spent searching
across websites,
mobile, YouTube, and
Gmail & Facebook
Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing Association; Nielsen, Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org
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14. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 14
Search
“how to find a
lawyer”
Read
News article for
advice on finding a
lawyer
Email
friend for
lawyer
advice
Visit
Lawyer directory
site to read reviews
and compare
Search
“lawyer firm in
sacramento”
Visit
Law firm site
Conversion
Multiple Channels Influence
Purchase Behavior

15. The traditional “funnel” looks like a
bowl of spaghetti.
Consumers consult an
average of
10.4
sources before purchasing
The Consumer Path to Purchase looks like a bowl
of spaghetti says @thegoldendan #ISUM14
#FoodPyramid
Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, April 2011
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16. Where does your budget come from?
Take last year’s spend and
add 5%? Whatever isn’t spent on
TV?
Why is this my
digital marketing
budget?
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17. KEY FACTORS
TO CONSIDER

18. #1: Mobile Growth
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19. #2: Creating vs. Capturing Demand
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20. Does your budget account for existing
demand channels?
• Does my budget match company
acquisition goals?
• Am I spending enough on mobile?
• Am I focused on the right social platforms?
• Should I start paying to improve my reach
on Facebook?
• Is Display & Online video worth the cost?
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21. Are you getting beat by competitors in
demand capture channels?
• AdWords Auction Insights Reports
• Use Competitive Monitoring Tools
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22. #3: Attribution Models
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23. Attribution Comparison
• Try before you buy!
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24. Last vs First vs Linear
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25. CURRENT
MEDIA MIX
METHODS

26. The Digital Media
Food Pyramid
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27. Bottom’s Up vs. Top Down
• Start with your Budget
• Allocate across channels
• Usually by a % of Total
• Start with your Channels
• Fill the Bottom Funnel
• Ensure Reach & Frequency
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28. Start with Demand Capture
1. Maximize Bottom Funnel
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• Search
• Brand, Core Non-Brand
• Retargeting
– Beyond Display with Facebook, Twitter & RLSA’s
2. Maximize Retention Channels
– Email, Earned Media, CRO
3. Invest in Conversion Rates
– Landing page testing
– Offer testing
– Dynamic creative
4. Then go after display, online video, & social ads.

29. Demand Capture Campaigns Drive Meaty
Returns.
Where’s the #DigitalBeef? Its all in the demand
capture campaigns says @thegoldendan #ISUM14
#FoodPyramid
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30. INDUSTRY
EXAMPLES

31. Sample Media Allocations
70%
15%
20% Paid Search
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5%
5%
10%
10%
0%
Paid Search
Remarketing
Social Ads
Content
Online Video
Display
40%
10% 10%
5%
Remarketing
Social Ads
Content
Online Video
Display
22
• Small budgets • Large budgets

32. Consumer Journey: Auto
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33. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 33
• Info

34. Consumer Journey: Retail
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35. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 35
• Info

36. Consumer Journey: Finance
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37. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 37
• Info

38. 5 RECOMMENDATIONS
FOR 2015

39. • It depends on:
– Your budget
– Your industry
– Your experience
– Changes in the
marketing world
There is no pre-built
mix that will work for you.
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40. Adapt and shift.
• Don’t plan the year in
January
– Continually adapt your
media mix
• Utilize auction-based
media
– Rather than upfront buys
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41. Adaptive Planning & Optimization
In this industry, change is the only constant. Employ flexible
strategies that follow shifts in your own data.
Fluid Bid &
Budget Management
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Devices
• Mobile
• Tablet
• Desktop
Targeting Tactics
• Keyword
• Category
• Contextual
• Demographic
Publishers
• Google
• Bing
• Facebook
• Display Networks
• Retargeting
Markets
• Market Level
Budget Allocations
Devices
Keywords
&
Targeting
Tactics
Markets Publishers

42. Keep a test budget.
• Something new will
happen in 2015
– Plan for it
– Try it out
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43. Make sure you
look at total cost.
• Understand total budgets
– Technology
– Internal resources
– Opportunity cost
– Earned media
– Content creation
– Staffing
– Agency fees
– Cost of Not Doing Things Well
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44. Mine your own data.
• Paid vs organic
media
• Mobile vs desktop
vs tablet
• Competition
• Social audience
• Impression Share
• Attribution behavior
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45. Take an Etch-a-Sketch to last
year’s media mix.
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46. Stay in Touch
dan@befoundonline.com
http://www.linkedin.com/dangolden
@thegoldendan
And Join us for
drinks tonight!
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47. Gratuitous Seeding Questions
• How do I convince my boss to re-build
our budget from scratch?
• What are the biggest budgeting
mistakes you’ve seen?
• How do I justify a testing budget?
• What’s with the orange blazer?
Seriously.
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48. The Digital Media
Food Pyramid
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