Real-Time Personalization: Optimize Ad Spend with Personalized Targeting and Analytics
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In this presention, you'll learn how to get the most out of your content by optimizing your campaigns and landing pages. See how you can take online advertising one step further and personalize your outbound digital ads with personalized retargeting.
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Real-Time Personalization: Optimize Ad Spend with Personalized Targeting and Analytics
- 1. Real-Time Personalization Optimize Ad Spend with Personalized Targeting and Analytics © 2014 Marketo, Inc. Marketo Proprietary and Confidential David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
- 2. Overview • Marketing and advertising budget trends • How to drive the right visitors • How to convert more of them • How to get them to come back Page 2 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 3. Marketing World © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 4. Marketing World How this relates to advertising spend? One Size Fits All Every Channel Personalized Isolated Channels Coordinated Experiences Campaigns Continuous Conversations #4 Demographic Targeting The Age of Context THEN NOW #1 #2 #3 Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 5. Continuous Conversations Page 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 6. Advertising Budget Trends © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 7. Digital Marketing Budgets • 25% of the digital marketing budget is on display • 44% of B2B companies will increase display budgets • Retargeting budgets are on the rise • 45% of marketers are somewhat successful in mobile retargeting Page 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 8. Challenge for Advertising © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 9. Challenges • More then 98% of 1st time visitors are unknown • How to stop spraying, preying and paying ?! • Quality vs. quantity • Targeting the right audience • Analyzing the content, the right messaging • Improving conversion rates • Measuring success Page 9 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 10. Advertising Flow with Targeting and Personalization Drive Page 10 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Engage & Convert Re-engage Analyze
- 11. How to Drive the Right © 2014 Marketo, Inc. Marketo Proprietary and Confidential Visitors
- 12. Drive Visits • Outbound + Inbound campaigns based on: • Display • PPC • Email • Social • Content Page 12 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 13. Drive Visits “The numbers might seem ok, but… Are you driving the right visitors?” Page 13 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 14. Analyze your True Ad © 2014 Marketo, Inc. Marketo Proprietary and Confidential Performance
- 15. Analyze • B2B (Firmographic) Analytics • Marketing Channel Performance • Behavioral Flows • Conversion Metrics Page 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 16. B2B Analytics • Overview Page 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 17. B2B Analytics • Measure inbound campaigns • Best performing verticals according to • Paid, Search, Social, Mobile Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 18. B2B Analytics • Measure Ad Groups per industry performance Page 18 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 19. B2B Analytics • Behavioral Flow Page 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 20. How to Engage & Convert © 2014 Marketo, Inc. Marketo Proprietary and Confidential More Visitors
- 21. Convert • Optimize website and landing pages • Personalize the user’s experience • Create a continuous conversation Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 22. Web Page Optimization (Search Term) Page 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 23. Web Page Optimization (Search Term) Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 24. Landing Page Optimization Landing Page • Prime location for lead capture • Multiple visitor sources from paid/social/email campaigns Optimized Landing Page • Expedite the process • Lower cost per lead Page 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 25. Landing Page Optimization Page 25 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 26. Landing Page Optimization Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 27. Landing Page Optimization Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 28. Landing Page Optimization • Optimize site content and landing pages by A/B testing different CTA’s per targeted segment • Auto-tune the campaigns to automatically select the better performing campaigns and continue with the most optimized option. Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 29. Personalized Experience Page 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 30. Personalized Experience • Personalization results from a B2C customer: • Engaged visit duration on the site increased 217% • Pages viewed increased almost 3X • Loyalty club offer drives 3X more click-thru • Goal abandonment dropped by 17% • Visitors receiving personalized content generated 10X more revenue Page 30 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 31. Personalized Experience 2.3x 4.3x Page 31 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 32. Personalized Experience 3.5x 1.25x Page 32 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 33. Re-engaging & Getting your Visitors to Come Back © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 34. Re-engaging • How many visits does it take to convert? • Retargeting • Personalized Retargeting Example Page 34 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 35. Poll/Survey • When do you think most of your visitors convert? • 1st visit • 2nd visit • 3rd visit • 4th visit • 5th or more Page 35 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 36. Internal Research • Bounce rate • 1st Visit: 50% • 2nd-5th Visit: 30% • Conversion Rate • 1st Visit: 4.6% • 2nd-5th Visit: 11% • Conversions increase by 2-3x compared to the 1st visit Page 36 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 37. Internal Study Takeaways • Don’t propose on the first date Page 37 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 38. Internal Study Takeaways • Focus on returning visitors Page 38 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 39. Retargeting • 88% of enterprise marketers are using site retargeting but budget allocations are low • Retargeted prospects are 3 times more likely to click on your ad + 70% more likely to convert on your site • Retargeting can boost ad performance by 400% • Retargeting still not efficient enough (avg. CTR 0.07%) Page 39 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 40. Personalized Retargeting • Focus your display ad spend on prospects according to specific organizations and verticals: • Prospects from key Account-Based lists • Drive quality, interested prospects back • Ad analysis and optimization • Efficiently spend budget on the accounts that matter Page 40 © 2014 Marketo, Inc. Marketo Proprietary and Confidential *This isn't ad-serving
- 41. Personalized Retargeting • Create Remarketing Campaign for Healthcare Sector Page 41 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 42. Personalized Retargeting Page 42 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 43. Regular Retargeting Page 43 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 44. Personalized Retargeting Page 44 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 45. Key Takeaways • Digital budgets still focused on advertising spend • Ensure ads are driving your right visitors • Convert more of them (not necessarily on 1st visit) • Re-engage with your visitors, get them to come back Page 45 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 46. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Thank you! Optimize Ad Spend with Personalized Targeting and Analytics contact: mtelem@marketo.com / dmyers@marketo.com more info: marketo.com/personalization follow us: @marketo
Notas del editor
- Metrics to measure results
- From the mission of Marketing, to how Marketing’s impact is measured, today’s CMO and her leadership team need to make sure they understand and are taking advantage of modern marketing approaches to align with the behavior of today’s buyer and to stay competitive. In particular, marketers need to make a shift from demographics-based marketing to behavior-based marketing, and from batch & blast tactics to continuous relationship-building and nurturing.
- “Campaign” is a militaristic word that focuses on the needs of the company, not the consumer. Too many marketers think of their campaigns like a gumball machine: drop a campaign in, customers are supposed to come out the other side. With this mindset, it’s no wonder these marketers are perplexed when they see the declining effectiveness of their campaigns. Let’s face it: the way consumers live, work, and interact with technology isn’t organized around your campaign schedule. We need to be there for buyers, always and everywhere, conducting a conversation that’s customized to her taste and that perpetuates her journey. This means we’ve moved from “seller is in control” to “buyer is in control” and now to the notion of “iterative response”. Marketing today is about coordinated experiences that, like real conversations, are collaborative. In other words, we don’t just talk at a customer; we give her a reason and an opportunity to respond, and adjust appropriately. And for this — you guessed it — we need a sophisticated marketing platform.
- Assess Attract Acquire Answer
- Although some marketing channels like email are individually targetable and personalized, until recently most were not. This was true even for digital channels such as display ads and PPC – even the website was one-size fits all. Think about it: when you send a customer a relevant email, you don’t expect them to hit reply; you expect them to come to your website. But all too often, that customer would see the same generic website as every other visitor. To day, however, buyers demand hyper-relevant communications that speak to them as individuals. Nearly half of the online adults globally are always addressable, and they expect marketers to meet their specific needs — always and everywhere — according to Forrester’s 2013 Interactive Marketing Predictions report. Fortunately, we can now target individuals, based on context and affinity, with more and more channels. In fact, the technology exists to customize what every user sees on pretty much every channel. Today, your website can be as personalized as your email. Even TV is becoming individually addressable: Millennials today spend their entertainment time online and only 44% of their TV watching time actually happens on a television. But to tell a consistent, personalized story across all channels — the ones that exist now and the untold dozens that will continue to pop up from here on out (digital billboards that react as you walk by?) — we need a technology platform that brings it all together.
- Bound rate : 50% 2nd-5th rate: 10%
- Bound rate : 50% 2nd-5th rate: 10%
- Bound rate : 50% 2nd-5th rate: 10%