David Špinar: Key trends for online performance marketing

•

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H1.cz

Prezentace Davida Špinara o trendech v online marketingu na Marketing Monday 17. 2. 2014 v Praze.

Marketing

?

All people seeing the same
TV spot

All people seeing the
same print ad

All internet uses seeing
the same online ad

TV

Print

Internet

•

Media/Placement buying

Affinity is the key, but very speculative 

•

Media vs Audience?
Media/Placement

Audience

Target

Others

•

C. Online in multichannel perspective

•

Attribution recognition
Customer Journeys have
multiple touch points
The last touch point before
conversion

Cookie interface: Every
conversion is appropriately
assigned to the respective
channel based on
Conversion Attribution.

7x Affiliate

3x SEA

2x Video

4x Display

1x SEA

1x Display

2x SEA

1x Video

2x SEA

2x SEA

6x Display

2x Video

1x Display

1x SEO

1x Affiliate

3x Video

1x SEA

1x Direct

Performance
Analysis

Conversion
Attribution

Centralised campaign management

QMP

DATA

B
RT

mg

mt

e

Tracking and
reporting

AUDIENCE

O

c
an
rm
rfo er
-pe rv
gh adse
Hi

DC

PRODUCT OFFER

An
op alys
tim is a
isa nd
tio
n
Re
tar
ge
ti

ng

Attribution

Bi
d

•

•

Take-aways
1.

2.

3.

Inbound marketing
enhances the value of
unpaid traffic sources.
Programmatic Audience
buying saves your money
with precise targeting.
Multichannel approach
prevents yout from a
narrow minded activities
and decisions.

Thank you
•

David Špinar

•

e-mail: david.spinar@h1.cz

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David Špinar: Key trends for online performance marketing

1. Key trends for online performance marketing • David Špinar, H1.cz • Marketing Monday, 17. února 2014

2. • A. Inbound Marketing

7. • B. Programmatic Audience Buying

8. ? All people seeing the same TV spot All people seeing the same print ad All internet uses seeing the same online ad TV Print Internet

9. • Media/Placement buying Affinity is the key, but very speculative 

10. • Audience buying

11. • Media vs Audience? Media/Placement Audience Target Others

12. • Programmatic?

13.

14. • C. Online in multichannel perspective

15. • Customer journey is complex Reach Banner Display Brand Search Bing/Google Application iOS/Android Generic Search Google/Yahoo Reach Banner Price Comparison Facebook Ads Display Brand Search Retargeting Bing/Google Display/Google/Aff. Display Display/Affiliate Clients Interested parties Mobile Online Video YouTube Targeted Banner RTB Referral Program Affiliate/SOM Generic Search Google/Yahoo Couponing Affiliate/Mobile Conversion Optimisation Offline TV Awareness Newspaper Consideration OOH Conversion Radio Loyalty

16. • Attribution recognition Customer Journeys have multiple touch points The last touch point before conversion Cookie interface: Every conversion is appropriately assigned to the respective channel based on Conversion Attribution. 7x Affiliate 3x SEA 2x Video 4x Display 1x SEA 1x Display 2x SEA 1x Video 2x SEA 2x SEA 6x Display 2x Video 1x Display 1x SEO 1x Affiliate 3x Video 1x SEA 1x Direct Performance Analysis Conversion Attribution

17. Centralised campaign management QMP DATA B RT mg mt e Tracking and reporting AUDIENCE O c an rm rfo er -pe rv gh adse Hi DC PRODUCT OFFER An op alys tim is a isa nd tio n Re tar ge ti ng Attribution Bi d •

18. • Take-aways 1. 2. 3. Inbound marketing enhances the value of unpaid traffic sources. Programmatic Audience buying saves your money with precise targeting. Multichannel approach prevents yout from a narrow minded activities and decisions.

19. Thank you • David Špinar • e-mail: david.spinar@h1.cz