eCRM presentation @Semetis event of 23-Nov-12: How to build strong one2one relations with Client Remarketing Management? How to build strong customer relations with Re(al-time)Marketing?
5. A move toward audience
Google Confidential and Proprietary 5
6. Consumers attention is limited
Shoppers have so many choices & access to information anytime, anywhere
Google Confidential and Proprietary
7. Key to success is knowing your consumers
Gather “clues” about your consumer as they shop
Who are they?
Christmas Dinner Host
What products
interest them?
Christmas Decor
What specific products
are they considering?
Star Candle Holder
What other categories are
they shopping for?
Holiday Gifts
Google Confidential and Proprietary
8. A new ecosystem
Disruption – Intermediation – Reaction - Consolidation
Google Confidential and Proprietary 8
9. A new currency
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Google Confidential and Proprietary 9
10. An intermediated ecosystem
Solution approach: integrate the value chain
Google Confidential and Proprietary 1
11. An intermediated ecosystem
Platform approach: open APIs and transparency
Google Confidential and Proprietary 1
12. A tribute to Clayton
Remarketing is a live disruption
Google Confidential and Proprietary 1
17. Your + Our data / Search + Display
Dynamic Product
Remarketing Listing Ads
Google
Product Search Dynamic Text
Search
Google
Commerce
Search
Conversion
Optimizer
Google
Catalogs Dynamic Ad
Builder
Google Confidential and Proprietary
19. 2012: The year of refinement
RetainIncrease Sales Lower CPAs
Increase Consumer
Audience Base
Increase Customer Lifetime
Value Increase Profits
Holistic View of
Acquire
Marketing Strategy
Google Confidential and Proprietary
20. Buying Funnel
Interact with customers in real time
Audience volume
Head Torso Tail
New clients Visitors Buyers
Awareness - Consideration – Conversion – Loyalty - Advocacy
Display Search RMKT CRM Social
20
Google Confidential and Proprietary
22. Choose your scénario
Churn reduction and Raise in lifetime value Maximum Reach via and better ROI with dyn ads rmkt
increase in basket value with dyn rmkt Keyword targeting and dynamic text ads
Google Confidential and Proprietary 22
23. Assembling the Lego bricks:
Technologie
RTB : can you optimize for conversions ?
Leverage your SEA : can you target at the
Keyword level ?
Do you have to support extra costs ? (Tag,
entry cost, use costs)
Drive
CPM, CPC, CPA : what is your metric ?
business or ad centric ? (ROI, COS, ROAS..)
Frequency capping available ?
Measure
Attribution : can you deduplicate at a higher
level ?
Do you have an audience composition report
?
Publisher side : do you know who displays
your ads ?
Partner proof / API : is the solution scalable
?
Google Confidential and Proprietary