LIVErtising 2016 complete slideshare
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LIVErtising.NET IHECS 2015-16 # Issues in Marketing Communication 1
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Transcript of LIVErtising 2016 complete slideshare
LIVErtising.NET
IHECS2015-16
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https://youtu.be/D3qltEtl7H8?
list=PLJKL6MvJR-AQAaQVzeFXIXsawMvm
ZBAsZ
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billboard coupons
print campaign28 to 34, modest disposable income
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14% of people trust ads
78% of people
trust
recommendations
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14% of people trust ads
78% of people
trust
recommendations
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They also show the highest levels of trust in 18 of 19 advertising formats/channels, including TV, newspapers and magazines (…)
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http://w
ww.nielse
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rate/us/en
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rts/glob
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-advertising-repo
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#
Bring the LOVE back
1
Issues in marketing COMMUNICATION
Students averaged 72 percent on questions after note-restructuring
activity, whereas they averaged 61 percent for other weeks.
That’s 11 raw percentage points.
http://www.facultyfocus.com/articles/teaching-and-learning/students-taking-notes/
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Bring the LOVE back
1
From communication to CONVERSATIONS
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https://youtu.be/kNxgxF-7SfA?
list=PLJKL6MvJR-AQAaQVzeFXIXsawM
vmZBAsZ
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12$ 2.6M$13 #52 #1
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http://susanetlinger.files.wordpress.com/2014/02/screen-shot-2014-02-03-at-2-16-03-pm.png32
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34 https://www.marketingtechblog.com/perscio-analysis-super-bowl-xlix/
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https://youtu.be/NUGjtR8-Mn0?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
engagement is about creating a deeper level of interaction between yourself and your readers as well as between your readers and other readers.
Tara Hunt - The Whuffie Factor
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Integrity
Engagement
Products
Purpose
Operations
55%
54%
49%
43%
37%
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Integrity
Engagement
Products
Purpose
Operations
55%
54%
49%
43%
37%
-23
-23
-15
-15
-9
engagement is about creating a deeper level of interaction between yourself and your readers as well as between your readers and other readers.
Tara Hunt - The Whuffie Factor
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AmplifyInteract Build
Launch your page Respond to
fans & anyone
Get sharesBuild a fan base
Publish to fans
Listen to fans & anyone
Get WOM
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• As individuals • Based on what they do • Continuously over time • Directed towards an outcome • Everywhere they are • Fast as digital • Giving measurable impact
http://whitepapers.venturebeat.com/content41677
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“I work for an awesome
company that makes news videos. I have put my life into this job, but my boss says quantity, speed and views are what is most important. Marina Shifrin
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#
Are traditional media DEAD?
2
LIVErtising 16.2
LIVE 16.2From BROADcast to UNIcast
The digitisation of TV
Advertising?
71
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1927Growing audiences
phase 1
phase 2
phase 3
1970 2013-30Fragmenting
audiences Discovering
audiences
http://lp.liveramp.com/WP-2015-05-AddressableTV_.html?utm_source=BrightTALK&utm_medium=Webinar&utm_content=Whitepaper&utm_campaign=Addressable-TV
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https://youtu.be/d-2XyBD1ego?
list=PLJKL6MvJR-AQAaQVzeFXIXsawMv
mZBAsZ
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TV is still going strong, digital is growing, mobile is leading
1
https://youtu.be/jgHmS4HNtVk?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
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multiscreening second screen social television
In broadcasting, over-the-top content (OTT) refers to delivery of audio, video, and other media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content.
Wikipedia
110
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1
2
3
4
5
6
TV is going strong
Multiscreen = new normal
TV is in the app on mobile
TV is in the cloud
the TV set is getting smart
TV is OTT
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https://www.youtube.com/watch?v=WHMCyCd5SDk&index=22&list=PLJKL6MvJR-
AQAaQVzeFXIXsawMvmZBAsZ
The ability to send a specific message to a specific household’s TV
Tracey Scheppach, Executive Vice President MediaVest
Addressable TV brings some of the exciting targeting and measurement capabilities of digital marketing to the immersive world of sight, sound and motion that is offered by television
Tracey Scheppach, Executive Vice President MediaVest
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Unicast
Closed loop ROI
First-party data Multi-touch
attribution
“True” target
1.
2.
3.
4.
5.
What advantages do addressable ads offer?
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125http://www.slideshare.net/wearesocialsg/from-second-screen-to-multiscreen-we-are-socials-guide-to-social-screens
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126http://www.slideshare.net/wearesocialsg/from-second-screen-to-multiscreen-we-are-socials-guide-to-social-screens
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During ads, second screen becomes first one
Programs that generate “buzz” suffer less from zapping
Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ
-58%-38%
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SRP = 0,77 (av. 0,13) SRP = 0,91 (av. 0,27)
TV Reach 20% - 842 640
Total messages – 6 498
Source : SRP on Sport, North&South, 15-54 year
TV Reach 20% - 632 609
Total messages – 5 751
https://www.youtube.com/watch?v=qtL4pXGb7pI&index=23&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
6
10
13
14
ad
ad + br
ad + like
ad + br + ms
http://news.shazam.com/pressreleases/absolut-gillette-and-jaguar-increase-television-ad-recall-likeability-with-shazamable-ads-1037055
https://www.youtube.com/watch?v=PMmMahaHpg4&index=24&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
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https://www.youtube.com/watch?v=v-ahlbWNZPk&index=21&list=PLJKL6MvJR-
AQAaQVzeFXIXsawMvmZBAsZ
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http://lp.liveramp.com/WP-2015-05-AddressableTV_.html?utm_source=BrightTALK&utm_medium=Webinar&utm_content=Whitepaper&utm_campaign=Addressable-TV
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149 https://youtu.be/Lzxlo6_AkF0?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
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30% 30%
Leads y/y
CPL
It helps automate the decision-making process of media buying by targeting specific audiences and demographics. Programmatic ads are placed using artificial intelligence (AI) and real-time bidding (RTB) for online display, social media advertising, mobile and video campaigns, and is expanding to traditional TV advertising marketplaces.
MarketingLand.com
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1
2
3
4
5
6
TV ads are addressable
TV is multiscreen
TV is in the app on mobile
New ad formats
TV ads are measurable
TV ads are programmatic
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While it's not yet possible to watch every piece of TV programming anytime, anywhere, and on any screen, consumer demand for that is growing. Bringing about this ubiquity requires a shift in TV programming from delivery over the air or via satellite or cable, to delivery over the internet. Seems simple, right?
It's actually much easier said than done. For TV programmers, distributors, and advertisers, the shift to TV over the internet is game-changing. In fact, saying it's incredibly complex might even be an understatement. This shift is having a profound impact on television delivery, advertising, and the viewer experience.
https://www.thinkwithgoogle.com/articles/evolution-of-tv-7-dynamics-transforming-tv.html
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Creativity
Conversation
Control
Cloud
Co-creators
Content
Connected
Community
01.
02.
03.
04.
05.
06.
07.
08.
Personalisation -
Platforms -
Participation -
Posting -
Peer-to-peer -
PROsumers -
01
02
03
04
05
06163
Touchpoints - the many critical moments when customers interact with the organisation and its offerings on their way to purchase and after.
Alex Rawson, Ewan Duncan & Conor Jones, HBR September 2013
01.
Advocacy
Touchpoints & MOTs
PPurchase loyalty
Cross-device
C/P
Consumers’ Decision JourneyConsumers’ Decision Journey - the sequence of interactions consumers have before they achieve a certain aim - for instance, transferring cable service to a new address, or even discovering and buying the right mascara.
David C. EDELMAN & Marc SINGER, HBR, November 2015
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CONSIDERATION
EVALUATION
PURCHASE
EXPERIENCE
LOYALTY
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advertising W-O-M
search UGC recommendations
showrooming POS service
Community Man After sales CRM
quality
EVALUATION
PURCHASE
EXPERIENCE
LOYALTY
CONSIDERATION
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EVALUATION
PURCHASE
EXPERIENCE
LOYALTY
CONSIDERATION
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http://fr.slideshare.net/McK_CMSOForum/consumer-decision-journeys/17-McKinsey_Company_Four_trends_shape
Journey mapping means figuring out what it’s like for customers to interact with your brand over time and across different channels.
Hannah ALVAREZ, Head of Content Marketing at User Testing, 2015,The No-Nonsense Guide to Mapping the Customer Journey
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https://blog.usertesting.com/wp-content/uploads/2015/04/customer-journey-map-with-personas.png
http://www.designthinkersacademy.com/freedownload_customerjourneycanvas/
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Digitisation & streamlining 1 2
3 4
Proactive personalisation
Contextual interaction
Journey innovation
Shaping the Customer Journey
David C. EDELMAN & Marc SINGER, HBR, November 2015
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http://www.mobilecommercedaily.com/office-depot-triggers-automatic-in-store-check-ins-via-app-update
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Funnel
CD Journey
CDJ mapping
CDJ shaping
micromoments
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https://www.thinkwithgoogle.com/micromoments/intro.html
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http://www.latitudegroup.com/education/glossary
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# 4
From LISTENING to INSIGHTS
LIVErtising 16.4A
Brands must meet their customers in their venue of choice and a slow or silent response simply isn’t an option.
Millward Brown Digital Senior Vice President, Media Practice Michael Perlman
53%
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206 http://webzine.tns-sofres.com/connect/le-pouvoir-des-reseaux-sociaux-a-lheure-de-la-disruption-digitale/
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210 http://webzine.tns-sofres.com/connect/le-pouvoir-des-reseaux-sociaux-a-lheure-de-la-disruption-digitale/
Brand building -
image advertising
Customer Service
Conver-sion
A huge impact for companies
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https://www.brandwatch.com/wp-content/uploads/2015/01/Brandwatch-Retail-Report.pdf
11%
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214 https://youtu.be/4EscVUOoFTw
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https://www.youtube.com/watch?v=1U-3Dh5klqA&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ&index=20
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The study of naturally occurring
conversations, behaviours, and signals that may or may not be guided, that brings the
voice of people’s lives into the brand
Stephen D. Rapport, Listen First, Advertising Research Foundation
The study of naturally occurring
conversations, behaviours, and
signals
that may or may not be
guided, that brings the voice of people’s lives
into the brand
A social signal is a measure of social media activity, such as a vote, share, Like, or other engagement type that a search engine might take into consideration as part of its ranking algorithms. Adam Binder, Simply Measured, Social Signals are Getting Louder (You Should Pay Attention), Feb 16, 2016
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Social Media MONITORING
Social Media RESEARCH
Trackingonlinebrandmentionsonadailybasis
AnalysingnaturallyoccurringonlineconversationstobetterunderstandWHYpeopledowhattheydo,saywhattheysay
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Social Media MONITORING
Social Media RESEARCH
• PR• Crisismanagement&brandprotection• Customerservice• Engagement• Sentimentanalysis• Influencerspotting
• WHYconsumersdowhattheydo• HOWdotheyusetheproduct• WHATcouldimprovetheservice• WHEREdoconsumerscommunicate• Productdevelopment&improvement• Strategicdecisions
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Social Media MONITORING
Social Media RESEARCH
•Searchengines:VERTICALvsHORIZONTAL•SocialmediaDASHBOARDS•socialINTELLIGENCE:freevspaying•SocialINFLUENCEmeasurement•ANALYTICStools
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02
DIGITAL is where people engage most comfortably, i.e. interact and amplify
01
DIGITAL is the explosive engine of communication media
50+
235
23%
53%
80%
Adblockers???
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02
DIGITAL is where people engage most comfortably, i.e. interact and amplify
03
DIGITAL is increasingly mobile, decidedly
01
DIGITAL is the explosive engine of communication media
<…> can be referred to as immersive multimedia or computer-simulated reality, replicates an environment that simulates a physical presence in places in the real world or an imagined world, allowing the user to interact in that world. Virtual realities artificially create sensory experiences, which can include sight, touch, hearing, and smell.
https://en.wikipedia.org/wiki/Virtual_reality
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241http://fr.slideshare.net/developerforce/a-literal-360degree-view-of-your-data-with-google-cardboard
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02
DIGITAL is where people engage most comfortably, i.e. interact and amplify
03
DIGITAL is going mobile, decidedly
01
DIGITAL is the explosive engine of communication media
04
MOBILE digital is going VR
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https://www.facebook.com/ATT/videos/vb.8576093908/10153732883568909/?type=2&theater
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02
DIGITAL is where people engage most comfortably, i.e. interact and amplify
03
DIGITAL is going mobile, decidedly
01
DIGITAL is the explosive engine of communication media
04
MOBILE digital is going VR,
unsustainably
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F e a t u r e s S l i d e s
The speed of change
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10man1Musers$0raised
1000staff1Musers
$10Mraised
100staff10Musers$1Mraised
2000 Today Tomorrow
maketech buytech builtaroundtech
266
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# 5
Digital is not a channel LIVErtising 16.5 (part 2)
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02
DIGITAL is where people engage most comfortably, i.e. interact and amplify
03
DIGITAL is going mobile, decidedly
01
DIGITAL is the explosive engine of communication media
04
MOBILE digital is going VR
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http://youtu.be/g8h_i8qv1FY
(It) is anything that slows the customer down from making a purchase or completing any kind of transaction. Customers will always follow the path of least resistance. If you want to generate more sales, you have to identify the (bottlenecks) in your selling system and eliminate them.
Michael Hyatt, http://michaelhyatt.com/friction-and-the-consumer-experience.html
When you sign up for Google Payments, you are creating a Google Payments Account that is associated with your Google Account. (…) you may be asked to provide the following information: Credit or debit card number and card expiration date, bank account number and expiration date, address, phone number, date of birth, social security number or taxpayer identification number (or some other government-issued identification number), and for sellers or businesses specifically, your business category and certain information about your sales or transaction volume. In some cases, we may also ask you to send us additional information or to answer additional questions to help verify your information. Finally, if you register a Carrier Billing Account, we will ask you to provide us with certain information about your mobile telephone account.
Google Payments Privacy Notice - Last modified June 30, 2015
When you sign up for Google Payments, you are creating a Google Payments Account that is associated with your Google Account. (…) you may be asked to provide the following information: Credit or debit card number and card expiration date, bank account number and expiration date, address, phone number, date of birth, social security number or taxpayer identification number (or some other government-issued identification number), and for sellers or businesses specifically, your business category and certain information about your sales or transaction volume. In some cases, we may also ask you to send us additional information or to answer additional questions to help verify your information. Finally, if you register a Carrier Billing Account, we will ask you to provide us with certain information about your mobile telephone account.
288
TT
291
POS P2P
e & m in-app
293
TT
TV ads are now addressable
298
299
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02
DIGITAL is where people engage most comfortably, i.e. interact and amplify
03
DIGITAL is going mobile, decidedly
01
DIGITAL is the explosive engine of communication
04
MOBILE digital is going VR
05
DIGITAL is not an additional channel - it is a life-changer
and a business-changer
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F e a t u r e s S l i d e s
This is only the beginning of the story!
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# 6
The Internet’s big bang*
LIVErtising 16.6* and what it means for advertising
a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.
a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.
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308https://youtu.be/QSIPNhOiMoE
309
3
312 https://youtu.be/0HxZuQ0woLY?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
314
315
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https://www.youtube.com/watch?v=2Y0bMX3TVi0
322
336
https://www.digitalwallonia.be/mforum18_mobilebigdata/
https://www.digitalwallonia.be/mforum18_mobilebigdata/
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problems
solutions
semantics
code
ambiguity
probabilistic
no prior semantics
natural lg
A
B
From ANALYTICS
to COGNITIVE problem solving
Imagine that your home security system lets you know when your kids get home from school. As they’re grabbing an afternoon snack, your kitchen takes inventory and sends a shopping list to your local supermarket. There, robots prepare the goods and pack them for home delivery into an autonomous vehicle – or a drone. Meanwhile, your smart watch, connected to a system that senses and analyzes real-time health indicators, alerts you to a suggested dinner menu it just created based on your family’s nutritional needs and ingredients available in your pantry. If you signal your approval, it offers to warm the oven before you get home from work.
Daniel Wellers, Director at SAP Community Network Marketing
348
https://www.youtube.com/watch?v=mgPQevfTWP8&index=13&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
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https://www.youtube.com/watch?v=7JHbpdt8Av8&index=12&list=PLJKL6MvJR-
AQAaQVzeFXIXsawMvmZBAsZ
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# 7
the Digital advertising ecosystemLIVErtising 16.7
WHY
GO
DIGITAL ?
DIGITAL = JOBS !
DIGITAL = ECONOMIC DEVELOPMENT !
DIGITAL = AUDIENCE !
THE DIGITAL ADVERTISING ECOSYSTEM
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Text HereText Here
Text HereText Here
Text Hereaffiliation
search
displayemailing
social med
mobile
native classified
VR / AR
The digital advertising ecosystem
affiliation
1 2 3
Affiliate=referralsite
Merchantsite
affiliation
affiliation
affiliation
https://youtu.be/s9NOJI1iA6c?list=PLOLW8nkq74tgW6BxbvCXtT0dxZpRjufgS
affiliation
affiliation
COOKIE TRACKING?
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371 http://2012books.lardbucket.org/books/an-introduction-to-business-v1.0/s19-managing-information-and-techn.html#collins-ch15_s06_s03_s03_s01_f01
COOKIE THREATENED?
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https://youtu.be/9iL8pGHgBjU
4150⅓21
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“(…)Google, Amazon, and MS are paying the owner of Adblock Plus to Unblock ads on their websites”
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0203
01
limited REACH
poor CROSS-DEVICE tracking
PRIVACY concerns
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If you continue to use this site without changing the settings, you consent to the use of the cookies.
ADVERTISING IN A COOKIE-LESS WORLD?
1
2
3
Advertising in a cookie-less world?
1
2
3
Advertising in a coolie-less world?
Removing Friction
1
2
3
Advertising in a coolie-less world?
MEANING IN THE ADVERTISER’S TERMS
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396 www.ovrdrv.com/wp-content/uploads/2015/10/Digital-Advertising-Guide-2nd-Edition.pdf
Contextual tgtg
Behavioural tgtg Statistical ID
Demogr tgtg soc media prof
stagle/known ID
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https://support.google.com/analytics/?hl=en?utm_medium=email&utm_source=newsletter&utm_campaign=novemberlapse&utm_content=en_us
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Text HereText Here
Text HereText Here
affiliationText Here
search
displayemailing
social med
mobile
native classified
VR / AR
The digital advertising ecosystem
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Owned ON / OFFline
Paid ON / OFFline
Earned ON / OFFline
Shared ON / OFFline
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411
https://youtu.be/s7wmiS2mSXY?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
413
414
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https://www.google.com/trends/
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http://cdn2.hubspot.net/hubfs/516462/20150521_CX-Telenet_AdobeUseCase.pdf?t=1434967037352
436
440
442
443
https://www.youtube.com/watch?v=inq0UkGE-jE&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ&index=9
https://www.youtube.com/watch?v=TxkiTL9QjJE&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ&index=8
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• CTA: wording, size, colour, location... • Headline (id.) • Copy: Product/service description • Design: style, colours, background, size,
position • Visuals: position, size, people/abstract,
gender, … • Forms: length, type of fields, place, CTA… • Pricing, promotional offers...
1
2
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AmplifyInteract Build
Launch your page Respond to
fans & anyone
Get sharesBuild a fan base
Publish to fans
Listen to fans & anyone
Get WOM
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MeasuringonlineacNvity:tracking
– Reach• Visits,uniquevisitors,repeatvisitors,bouncerate
– InteracNon• Visitdura`on,pageviews,Conversion(visit>lead>sales),PDFdownload,newsleeersubscrip`on,
– AmplificaNon• RSS,shares,embeds,viraleffect,hashtagengagement
1
3
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https://youtu.be/mf_DTA7CW9Q
1
121
14315
Data tracking
APIBounce rate
Heat maps
A/B testing
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9
SM 101 (don’t get me wrong)
LIVErtising 16.9 A
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Text HereText Here
Text HereText Here
Text Hereaffiliation
searchdisplay
emailingsocial med
mobile
native classifiedVR / AR
The digital advertising ecosystem
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Presence Engagement
= Interaction + Advocacy
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Brand building CRM Conversion/ transactional
A major impact for corporations
“What can I do with it?”
Think OUTSIDE the (social media) box
Visual+addictive+young+geoloc+free
http://marketingeasy.net/dppd-missing-persons-unit-blind-date-tinder-campaign/2014-08-27/
Think OUTSIDE the (social media) box
SocMed, OK!
But Why?
LIVErtising.NET IHECS2014-2015
8Reasons…1.Producelaunch2.Awarenessbuilding3.Marketresearch4.Salesincrease5.Trialencouragement6.BetterCustomerService7.Brandloyaltybuilding8.Bettertargeting&Adspendoptimisation
492
THE 1 REASON?
Audience!
Howmuchtime?avge:2.6+
Audience!Jobs!
SocMed, OK!
But How?
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https://youtu.be/mhneg-QWoMs
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OBJPLAN of ACTIONS
Strategy Tactic2Tactic1Tactic3 TacticN
Why?
What?How?
Mission
Goals
Cy
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OBJPLAN of ACTIONS
StrategyTactic2Tactic1
Tactic3
TacticNKPI
metrics
Cy
STRAT KPI
METRICTACT
awarenessbuilding
leadgeneration
brandreputation
promotedtweets
CTR
#SMleads/total#leads
#pos-#neg/#pos+#neg
#ofRT
#likes+#shares+#cmts/#msges
FBpage
#likes
CTAonwebsite
Let’s practise, shall we?
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# pos - # neg / # pos +
# likes + # shares + # cmts
# SM leads / total #
Engagement rate
Lead Generation Efficiency
Sentiment (ratio)1
2
3
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http://1drv.ms/1GKoxPH
http://1drv.ms/19CEjPt
http://1drv.ms/19CEjPt
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http://go.demandwave.com/rs/306-MLQ-910/images/2016-State-of-B2B-Digital-Marketing.pdf
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http://go.demandwave.com/rs/306-MLQ-910/images/2016-State-of-B2B-Digital-Marketing.pdf
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http://go.demandwave.com/rs/306-MLQ-910/images/2016-State-of-B2B-Digital-Marketing.pdf
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OBJPLAN of ACTIONS
Strategy Tactic2Tactic1Tactic3 TacticN
Why?
What?How?
Mission
Goals
Cy
Who?Audience
KPI
metrics
LIVErtising.NET
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360°
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VideoMessaging
Wearables
Buy button
Anonymous
how many people you can reach
for free on Facebook by posting to your
Page Bryan Boland, Ads Product Marketing team at Facebook, June 5 2014
If you could rate everything that happened on Earth today that was published anywhere by any of your friends, any of your family, any news source…and then pick the 10 that were the most meaningful to know today, that would be a really cool service for us to build. That is really what we aspire to have News Feed become.
Facebook's Chief Product Officer, Chris Cox, 2015
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Read your Analytics
Don’t skip email
Go native
InvestInvest owned inbound
1 2
3 Be unfaithful4
Use the Science of Time
5 6
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Read your Analytics
2
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http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-on-social-media/?display=wide
Use the Science of Time
5
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570http://get.simplymeasured.com/rs/801-IXO-022/images/Guide_HowToBuildSocialMediaCalendar.pdf
Use the Science of Time
5
Display =
banner advertising
CTR
The adserver
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https://wiki.appnexus.com/display/industry/Ad+Tags
Uservisitswebpage
Impressioncounted&visit
recorded
ANALYTICStag
Uservisitswebpage
Impressioncounted&visit
recorded
Criteriaarechecked A
D
S
E
R
V
E
R
Adisselected
Adis“served”
Adimpressionisrecorded
Page(re)loadswiththead
tag
http://www.ovrdrv.com/wp-content/uploads/2015/10/Digital-Advertising-Guide-2nd-Edition.pdf
Criteriaarechecked
REmarketing REtargeting
It is the process of serving ads to leads
who have bounced or abandoned your
site… so as to get them to return &
convert
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01
ConversionProvidesadvertiserswithmoreopportunitiestoconvertleadsintobuyers
02
BrandingKeepsyourwebsitetop-of-mind
03TargetingProvidesanopportunitytoaddressleadswhohavealreadyenteredtheconversionpath:leadshavealreadyshownaninterestforyouroffer
04Legal aspect
Thisisnotsubjecttotheopt-inlegalrestriction
05Competition
Lowerrangeofcompetitors
06Cross-platform
Retargetingcanbeimplementedondifferentdigitalchannels
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Tag your site
Make lists
Lists are populated
Create a campaign
1
23
4
http://www.example-site.comhttp://www.example-site.com/sportshttp://www.example-site.com/sports/basketballhttp://www.example-site.com/sports/footballhttp://www.example-site.com/leisure/homehttp://www.example-site.com/leisure/gardenhttp://www.example-site.com/leisure/sport/walkinghttp://www.example-site.com/leisure/goingout
Listname:”CategorySports"Listdefinition:"URLcontainssports”
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AudienceCreatesegmentedaudiencelistscorrespondingtoreal
interests&behavioursinyouraudience
Your3keystosuccess
CreativeConnectwitheachaudiencesegmentwithmessagestailoredtotheirbehaviourorinterestandmeetingtheirneeds Context
TalktoeachsegmentWHENandWHEREtheyaremostlikelytobereceptivebyschedulingyourmessagesatspecific
TIMESandPLACES
1
2
3
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Web to Web1
In-app2
Web to App3
Cross device4
1
2
3
Advertising in a coolie-less world?
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Web to Web1
In-app2
Web to App3
Cross device4
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TARGETING:• CONTEXTUAL• BEHAVIOURAL• RETARGETING• DAYTIMETARGETING• GEOLOCATION• LOOKALIKEAUDIENCES
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The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
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The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
LIVErtising.NET
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The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
LIVErtising.NET
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LIVErtising.NET
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# 11
SEARCHIssues in Marketing Communication:
LIVErtising 16.11
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Text HereText Here
Text HereText Here
Text Hereaffiliation
search
displayemailing
social med
mobile
native classified
VR / AR
The digital advertising ecosystem
SEE
THINK
DO
CARE
People who wear clothes (use shoes / phones…)
People (…) who are thinking they need some
People (…) and are looking to buy some now
People who have bought your shoes twice
Search engine optimization, or
SEO, is the process by which your site can climb to first position in search
engine rankings for a relevant keyword.
Search engine optimization, or
SEO, is the process of improving your
website so that it attracts more
visitors from search engines.
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IP address / GPS location
the SE version.
the SE language the browser settings
search history
your device (mob, dtop, smartTV)
SocMed signals (which, likes, friends…)
+ all personalisation features
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So, logically…
First position no longer means
anything… or not much
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LIVErtising.NET
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Black Hat SEOSpamdexing:• Keywordstuffing• Invisibletext• Cloaking/doorways• Scraping/spinning• Linkfarming•Duplicatecontent
LIVErtising.NET
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Invisibletextmeanswritingwhitetext,alistofkeywords,onawhitebackgroundtomaketheminvisibletothehumanvisitor,butreadablebythesearchbot.
LIVErtising.NET
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White Hat SEO
Black Hat SEO
Increasingly safe
Increasingly risky
Increasingly G-tolerated
Increasingly G-hated
Google’s
tolerance
LIVErtising.NET
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662 http://neilpatel.com/2016/01/19/everything-you-need-to-know-about-off-page-seo/
LIVErtising.NET
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LIVErtising.NET
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Technique Content
Socialsignals
UX
Optimization is now…
LIVErtising.NET
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http://www.webconfs.com/search-engine-spider-simulator.php
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http://www.feedthebot.com/
LIVErtising.NET
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searchON&OFFIssues in Marketing Communication:
LIVErtising 16.11 B
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ON-site OFF-site
Content
HTMLArchitecture
Black Hat
01
02
03
04
Links
Trust
Social
Profile
Blocking
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• URL• HTMLcode• HTMLtags• UX,e.g.speed&internallinks
• obstacles(Javascript/Flash/Ajax/pictures/videos)
• keywords(choice,use,density,LSI)
• content(coherence,relevance,uniqueness,freshness)
• cloaking
ON-site
Content
HTMLArchitecture
Black Hat
Even though this guide's title contains the words “search engine”, we’d like to say that you should base your optimization decisions first and foremost on what’s best for the visitors of your site. (…) your ultimate consumers are your users, not search engines.
LIVErtising.NET
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LIVErtising.NET
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691searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO-2015.pdf
LIVErtising.NET
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http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO-2015.pdf
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OFF-site
Links
Trust
Social
Profile
Blocking
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OBJPLAN of ACTIONS
Tactic2Tactic1Tactic3 TacticN
How?
Strategy
Why?
What?
Mission
Goals
Cy
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1.1stpositiononakeyword2.onlinetrafficincrease
1.increaseinsales2.decreaseinacquisitioncosts3.increaseinshopfloorvisits4.branding5.ROIon-&offline
visibilityuservalueReachActConvertEngage
SeeThinkDoCare
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SEM
http://developers.google.com/speed/pagespeed/insights/
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OK!, but… don’t forget this is SEARCH…
So, cherish your
KEYWORDS!
#3
http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83
# searches
# keywords in the query
Long Tail keywords
Head keywords
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Personas
Analytics
Alternatives
Objectives
P A
A O
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A
http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83
SEE
THINK
DO
# searches
# keywords in the query
OReach
Act
Convert
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Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget
Get your basic SEO in good shape
• Long Tail geo-specific keywords
• Unique local page for each store
• NAP
Claim your local profiles
• Search engines • Directories • Check them • Optimize them
Encourage reviews & ratings
• Validates your business
• boosts ranking • boosts CTR • boosts conversion
Your customers like visual
• SE & socmed like them too
• product demos • store front, staff • ALT-tags
Update your profiles IRT
• specials & news • across ALL platforms • NAP
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1.Expected CTR 2.Relevance 3. Landing Page
?
AdRank = QS x Max CPC
SEA=Adwords=Auction
