1. MEASURING THE
EFFECTIVENESS OF
ONLINE MARKETING IN
DRIVING OFFLINE
SUCCESS

2. ABOUT THE PANEL
In Q3 2013,
94.6%
of total
U.S. sales occurred offline…
Source: U.S. Census Bureau News, Feb. 2014
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3. ABOUT THE PANEL
Total U.S. ad spend in 2013 was
$171.33 billion
Digital advertising accounted for
.*
$42.58 billion
of that – up 13.3% from 2011.**
$9.6 billion
$14.97 billion
Mobile ad spend reached
reach
Sources: *New York Post, Dec. 2013; **eMarketer, Dec. 2013
in 2013 and is expected to
his year.**
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4. MEET THE SPEAKERS
Lindsay Dye
Erika Lamoreaux
Jackie Stasi
Samantha Skey
DIGITAL MEDIA
MANAGER, NBC
UNIVERSAL PICTURES
SENIOR GROUP MANAGER
OF DIGITAL MEDIA, THE
CLOROX COMPANY
Founder, Nuance Digital
Marketing
CHIEF REVENUE OFFICER,
SHEKNOWS
(MODERATOR)
@samskey7
@ealamoreaux
@NBCUniversal
@NuanceDigiMktg
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5. THEMES
1
consumer
segmentation
3
context
essential
2
Customer
value
proposition
4
success
metrics
5

6. CONSUMER SEGMENTATION
75%
More than
of U.S consumers saw the benefit of trading
personal information for more relevant
discounts and offers.
60%
were willing to do so in return for
personalized offers.
Source: Forbes Insights, Sept. 2013
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7. CUSTOMER VALUE PROPOSITION
62%
of U.S. women place the most trust in
recommendations from people they know in
their social circles.
22%
shop online once per week and 25% watch
videos a few times a week.
22 brands online
On average, Millennial women follow
Source: Women’s Media User Research by SheKnows & Harris Interactive, August 2013
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8. CUSTOMER VALUE PROPOSITION
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9. CONTEXT ESSENTIAL
20%
In a mixed TV/Web campaign, Web drives
of additional sales with an investment of
13% of the campaign budget.
Source: Capgemini Consulting, July 2013
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10. SUCCESS METRICS
Nearly
8 out of 10
Millennial internet users who made a purchase
after seeing an item on Facebook shopped both
online and in-store.
Source: University of Massachusetts Dartmouth Center for Marketing Research, January 2014
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11. THANK YOU!
any questions?
iMEDIA 2014