How To Achieve Digital ROI: A Practical Guide

@ESKIMON • HOW TO ACHIEVE DIGITAL ROI1
HOW TO ACHIEVE
REAL DIGITAL ROI
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SIMON KEMP • • SEPTEMBER 2017

SIMON KEMP
@ESKIMON

THERE’S A LOT OF ‘TURBULENCE’ IN THE WORLD
OF DIGITAL MARKETING & ADVERTISING TODAY

SOME OF THE WORLD’S TOP ADVERTISERS ARE
QUESTIONING DIGITAL’S VALUE CONTRIBUTION

SOME OF THEIR CONCERNS RELATE TO ISSUES
SUCH AS CONTENT VIEWABILITY AND AD FRAUD

HOWEVER, THESE ARE NOT THE ONLY CAUSES OF
DISAPPOINTING ROI FROM DIGITAL ACTIVITIES

SOME CAUSES OF DISAPPOINTING DIGITAL ROI
ACTIVITIES OR CONTENT THAT
FAIL TO ENGAGE PEOPLE’S
INTEREST, OR THAT FAIL TO
INFLUENCE THEIR BEHAVIOUR
ACTIVITIES THAT REACH
PEOPLE IN IRRELEVANT OR
INAPPROPRIATE MOMENTS,
SETTINGS, OR OCCASIONS
ACTIVITIES CONTEXTS
RELYING ON MEASURES THAT
HAVE INSUFFICIENT RELEVANCE
TO BOTTOM-LINE BRAND OR
ORGANISATIONAL VALUE
METRICS
6

SO, HOW DO WE ADDRESS THESE ISSUES
AND DELIVER BETTER BOTTOM-LINE SUCCESS?

#1ALWAYS
ADD VALUE

MARKETING: THE MUTUAL SATISFACTION
OF WANTS, NEEDS, AND DESIRES

WHAT
OTHER
PEOPLE
WANT
WHAT
THE
BRAND
WANTS
SUCCESS

BUT YOU’RE NOT RESTRICTED TO DELIVERING
VALUE THROUGH PRODUCTS AND SERVICES

YOU CAN USE ALL YOUR MARKETING ACTIVITIES
TO ADD MEANINGFUL AUDIENCE VALUE

PLAN CONTENT AROUND AUDIENCE VALUE:
WHAT BENEFITS WILL JUSTIFY THEIR ATTENTION?

WAYS TO ADD VALUE WITH CONTENT
FACTS AND NEWS THAT
HELP PEOPLE MAKE NEW
OR IMPROVED DECISIONS
THAT MATTER TO THEM
CONTENT EXPERIENCES
THAT CAPTURE PEOPLE’S
ATTENTION AND ENGAGE
THEIR EMOTIONS
INFORMATION ENTERTAINMENT
CONTENT THAT HELPS
PEOPLE TO BELIEVE IN
THEMSELVES AND TO
TRY NEW THINGS
INSPIRATION
RESOURCES THAT HELP
PEOPLE TO ACQUIRE NEW
SKILLS OR ENHANCE
THEIR CAPABILITIES
EDUCATION

THERE’S NO REASON WHY A VALUE-CENTRIC
APPROACH SHOULD COMPROMISE REACH, EITHER

PROMOTION
PROPOSITION

USE YOUR MARKETING CONTENT TO MAKE
PEOPLE’S LIVES BETTER, NOT TO INTERRUPT THEM

#2LOCATION, LOCATION,
LOCATION… AND TIMING

ENGAGEMENT STRATEGIES MUST EVOLVE FROM
CHANNEL PLANNING TO CONTEXT PLANNING

WHERE AND WHEN WILL YOUR ACTIVITIES BE
MOST RELEVANT IN YOUR AUDIENCE’S LIVES?

USE DIGITAL TOOLS TO REACH PEOPLE IN THE
MOMENTS AND CONTEXTS OF GREATEST VALUE

PEOPLE
PLATFORMS
NOT

THE NEW TOOLS
OF ENGAGEMENT

PROGRAMMATIC SEEMS TO HAVE DEVELOPED A
BAD REPUTATION DUE TO ISSUES LIKE AD FRAUD

HOWEVER, MOST OF THESE ISSUES ARISE FROM
POOR IMPLEMENTATION OF PROGRAMMATIC

AD TECH CAN ENABLE US TO DELIVER OPTIMISED
CONTENT TO INDIVIDUALS IN PRECISE CONTEXTS

DEMOGRAPHICS HAVE LITTLE RELEVANCE IN A
WORLD WHERE WE CAN IDENTIFY INDIVIDUALS

WHAT’S MORE, DEMOGRAPHIC TARGETING
MAY BE ACTIVELY COMPROMISING DIGITAL ROI

31
FACEBOOK PENETRATION BY AGE: MALEJAN
2017 MALE GLOBAL FACEBOOK PROFILES BY AGE, COMPARED TO TOTAL ACTUAL MALE POPULATIONS FOR THE RESPECTIVE AGE
8%
19%
26%
57%
65%
110%
91%
91%
98%
85%
76%
78%
68%
99%
70%
68%
73%
60%
63%
50%
49%
50%
44%
59%
43%
39%
38%
38%
39%
34%
30%
33%
31%
34%
29%
27%
25%
25%
26%
24%
22%
22%
20%
23%
18%
18%
17%
17%
17%
16%
15%
15%
14%
13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65+
SOURCES: WE ARE SOCIAL ANALYSIS OF FACEBOOK DATA, JANUARY 2017; U.S. CENSUS BUREAU FIGURES EXTRAPOLATED FOR JANUARY 2017.
NOTE: GLOBAL POPULATIONS DO NOT INCLUDE FIGURES FOR CHINA, TO COMPENSATE FOR THE FACT THAT FACEBOOK IS BLOCKED IN MAINLAND CHINA.

MORE 18 YEAR-OLDS APPEAR TO USE FACEBOOK
THAN THERE ARE 18 YEAR-OLDS ALIVE TODAY

THERE MAY BE VARIOUS REASONS FOR THIS
ANOMALY, AND MOST OF THEM AREN’T SINISTER

IF YOU’D LIKE TO DIG DEEPER INTO THOSE
NUMBERS, VISIT HTTP://BIT.LY/FB18YOM

BUT IF WE CAN’T RELY ON DEMOGRAPHICS
ANYMORE, HOW SHOULD WE FIND AUDIENCES?

IDENTIFYING AUDIENCES IN THE DIGITAL AGE
IDENTIFY PEOPLE WHO HAVE
ACTUALLY PERFORMED AN
ACTION THAT QUALIFIES THEIR
POTENTIAL VALUE TO YOU
FOCUS ON PEOPLE WHO
HAVE ACTIVELY EXPRESSED
AN INTEREST IN A RELEVANT
TOPIC (E.G. LIKED ON SOCIAL)
ACTIONS INTERESTS
IDENTIFY THE TIMES, PLACES,
AND SETTINGS IN WHICH
YOUR ACTIVITY HAS GREATEST
AUDIENCE RELEVANCE & VALUE
CONTEXTS

ASIDE: OUR AUDIENCES ARE NOT OUR ENEMIES,
SO LET’S FIND MORE APPROPRIATE LANGUAGE

TARGETING
SERVING

#3USE METRICS
WITH MEANING

JUST BECAUSE YOU CAN COUNT IT
DOESN’T MEAN THAT IT COUNTS

KEY QUESTION: DO YOUR METRICS HELP PLAN
THE FUTURE, OR MERELY MEASURE THE PAST?

REACH, LIKES AND FOLLOWERS ARE INTERESTING,
BUT ARE THEY RELEVANT TO YOUR BOTTOM LINE?

Using reach, views or likes as a measure of
your marketing success is like counting the
number of bank accounts you’ve opened
as a measure of your wealth. They help
quantify potential, but they’re not direct
measures of bottom-line results or value.

METRICS SHOULD TRACK CHANGES IN BRAND
VALUE, NOT JUST CONTENT PERFORMANCE

A SIMPLE SURVEY (E.G. SURVEY MONKEY) WITH
JUST TWO QUESTIONS CAN HELP MEASURE THIS

Q1: HAS THE PERSON BEEN EXPOSED TO ANY
OF THE BRAND’S RECENT DIGITAL ACTIVITIES?

EXAMPLE QUESTIONS (YES / NO)
1. HAVE YOU SEEN ANY OF OUR SOCIAL
MEDIA POSTS IN THE PAST MONTH?
2. HAVE YOU OPENED ANY EMAILS
FROM US IN THE PAST FEW WEEKS?
3. HAVE YOU VISITED OUR
WEBSITE IN THE PAST YEAR?

Q2: HAS THE PERSON CONTRIBUTED TO BRAND
VALUE IN THE CURRENT MEASUREMENT PERIOD?

EXAMPLE ‘VALUE CONTRIBUTION’ QUESTIONS
1. HOW MANY TIMES HAVE YOU PURCHASED
THIS BRAND IN THE PAST MONTH?
2. HAVE YOU DONATED TO THIS
CHARITY IN THE PAST YEAR?
3. WHICH PARTY WILL YOU BE VOTING
FOR IN THE UPCOMING ELECTION?

YOU CAN ISOLATE DIGITAL’S CONTRIBUTION BY
DIVIDING PEOPLE BASED ON ANSWERS TO Q1

WHAT’S THE AVERAGE VALUE
CONTRIBUTION OF PEOPLE
WHO ANSWERED “YES” TO Q1?
WHAT’S THE AVERAGE VALUE
CONTRIBUTION OF PEOPLE
WHO ANSWERED ”NO” TO Q1?
EXPOSED
AUDIENCES
UNEXPOSED
AUDIENCES
Q1 PROVIDES THE ‘CONTROL GROUP’
VS

CONSIDER USING PAID MEDIA TO PROMOTE
YOUR SURVEY AND INCREASE RESPONSES

IF YOU HAVE ANY QUESTIONS, FEEL FREE TO
CONTACT ME ON SOCIAL MEDIA VIA @ESKIMON

SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
SIMONKEMPPRESENTS
KEPIOS.COM

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