The document discusses how data management platforms (DMPs) can help marketers overcome challenges in measuring marketing performance by integrating data from different sources to get a unified view of customers and their journeys. It presents a 4-step approach for modern media measurement involving going beyond silos, conversions, and last-click attribution to seek actionable insights. The importance of having clear objectives is also emphasized to ensure metrics and strategies are properly aligned.
The document discusses the importance of integrating business intelligence into digital marketing strategies. It highlights how traditional metrics like GRPs are no longer effective given changing consumer behaviors. The rise of digital channels requires a new approach focused on understanding individual customer journeys across touchpoints. This involves collecting first-party data, using data management platforms to organize audiences, and applying analytics to drive personalized experiences and measure performance across channels. The Google Analytics 360 Suite is presented as an integrated solution to help marketers better understand customers, optimize campaigns, and improve marketing impact.
Top best practices for your business - Erna Kuc and Lisa Diamantblue2purple
This document provides best practices for building an efficient digital marketing strategy. It discusses understanding the consumer journey, defining target audiences through persona development, integrating key performance indicators (KPIs) into the marketing model, and emphasizing continuous optimization of campaigns based on evaluation of results and KPIs. The goal is to break down silos, challenge assumptions, and allow flexibility in the strategy as insights are gained from measuring campaign performance.
The new agencies ecosystem - Laurence Baetenblue2purple
This document discusses the changing digital landscape and the need for agencies to adapt. It notes that while Belgians have high internet penetration, only 11% of advertising spending is digital. It then outlines several emerging digital trends like voice search, video advertising, and digital assistants. The document analyzes the Belgian agency market and calls for a new approach focused on projects, data, and digital transformation to help clients adapt to changes. It proposes a new strategic partner model with transparency, efficiency, innovation, and a complete range of technical and performance-oriented services.
The document discusses how consumer behavior is shifting to mobile devices and the importance of a strong mobile strategy. It provides examples of how customers now use mobile to research products before converting on desktop, highlighting the need to track cross-device conversions. The key takeaways are that real traffic growth comes from mobile, people convert more on mobile but desktop conversion rates still increase, and it's important to calculate the full value of mobile clicks by accounting for pre- and post-click behaviors and conversions across devices.
This document contains a summary of a presentation on the state of digital and mobile marketing. It discusses how consumers' media consumption habits have changed and are now across multiple screens. Mobile usage has increased dramatically and smartphones are now an integral part of people's daily lives. Marketers need to have a strong mobile presence as many decisions start on mobile. A multi-screen approach is important as people move seamlessly between devices. Attribution of the impact of different channels and platforms is challenging but critical for marketers. The future of digital advertising lies in understanding consumer behavior across all devices.
Marketing Automation Summit - Ici Paris XL - Brussels September 2014blue2purple
Automation at the heart of e-commerce campaign management.
Product catalogs are now the topic of an optimization through XML feeds, allowing real time updates of prices, stock and promotions.
Merchant Center, Google Shopping, Dynamic Search Ads have become crucial.
Ici Paris XL has tested it over the past 18 months with great success.
Discover the impact of automation on the marketing cost here.
ProgrammatiCon 2017 - The Future of Facebook Ads - Peter Podolinsky, ROI Huntere-dialog GmbH
This document discusses trends in Facebook advertising, including the rise of mobile and video. It notes that most video views are now on smartphones, and video is becoming the dominant format for mobile ads. The document also discusses measuring offline conversions from Facebook ads, including attributing offline purchases to ad clicks and views. It provides an example of using a marketing partner called ROI Hunter to connect offline transaction data to Facebook to optimize ad campaigns and measure true ROI, including a case study of a retailer that saw a 26x ROI using this approach.
Google and 180fusion Webinar September 2014 - Multi-Screen Success180Fusion
The document is an agenda for a meeting between 180Fusion and Google that focuses on digital marketing strategies. The agenda includes introductions of key representatives, a discussion of Google's multi-device capabilities and insights for succeeding in a multi-screen world, and a Q&A session. Key takeaways emphasize the importance of having an integrated multi-screen strategy, being present across all devices, optimizing the customer experience, and measuring all conversions.
The document discusses the importance of integrating business intelligence into digital marketing strategies. It highlights how traditional metrics like GRPs are no longer effective given changing consumer behaviors. The rise of digital channels requires a new approach focused on understanding individual customer journeys across touchpoints. This involves collecting first-party data, using data management platforms to organize audiences, and applying analytics to drive personalized experiences and measure performance across channels. The Google Analytics 360 Suite is presented as an integrated solution to help marketers better understand customers, optimize campaigns, and improve marketing impact.
Top best practices for your business - Erna Kuc and Lisa Diamantblue2purple
This document provides best practices for building an efficient digital marketing strategy. It discusses understanding the consumer journey, defining target audiences through persona development, integrating key performance indicators (KPIs) into the marketing model, and emphasizing continuous optimization of campaigns based on evaluation of results and KPIs. The goal is to break down silos, challenge assumptions, and allow flexibility in the strategy as insights are gained from measuring campaign performance.
The new agencies ecosystem - Laurence Baetenblue2purple
This document discusses the changing digital landscape and the need for agencies to adapt. It notes that while Belgians have high internet penetration, only 11% of advertising spending is digital. It then outlines several emerging digital trends like voice search, video advertising, and digital assistants. The document analyzes the Belgian agency market and calls for a new approach focused on projects, data, and digital transformation to help clients adapt to changes. It proposes a new strategic partner model with transparency, efficiency, innovation, and a complete range of technical and performance-oriented services.
The document discusses how consumer behavior is shifting to mobile devices and the importance of a strong mobile strategy. It provides examples of how customers now use mobile to research products before converting on desktop, highlighting the need to track cross-device conversions. The key takeaways are that real traffic growth comes from mobile, people convert more on mobile but desktop conversion rates still increase, and it's important to calculate the full value of mobile clicks by accounting for pre- and post-click behaviors and conversions across devices.
This document contains a summary of a presentation on the state of digital and mobile marketing. It discusses how consumers' media consumption habits have changed and are now across multiple screens. Mobile usage has increased dramatically and smartphones are now an integral part of people's daily lives. Marketers need to have a strong mobile presence as many decisions start on mobile. A multi-screen approach is important as people move seamlessly between devices. Attribution of the impact of different channels and platforms is challenging but critical for marketers. The future of digital advertising lies in understanding consumer behavior across all devices.
Marketing Automation Summit - Ici Paris XL - Brussels September 2014blue2purple
Automation at the heart of e-commerce campaign management.
Product catalogs are now the topic of an optimization through XML feeds, allowing real time updates of prices, stock and promotions.
Merchant Center, Google Shopping, Dynamic Search Ads have become crucial.
Ici Paris XL has tested it over the past 18 months with great success.
Discover the impact of automation on the marketing cost here.
ProgrammatiCon 2017 - The Future of Facebook Ads - Peter Podolinsky, ROI Huntere-dialog GmbH
This document discusses trends in Facebook advertising, including the rise of mobile and video. It notes that most video views are now on smartphones, and video is becoming the dominant format for mobile ads. The document also discusses measuring offline conversions from Facebook ads, including attributing offline purchases to ad clicks and views. It provides an example of using a marketing partner called ROI Hunter to connect offline transaction data to Facebook to optimize ad campaigns and measure true ROI, including a case study of a retailer that saw a 26x ROI using this approach.
Google and 180fusion Webinar September 2014 - Multi-Screen Success180Fusion
The document is an agenda for a meeting between 180Fusion and Google that focuses on digital marketing strategies. The agenda includes introductions of key representatives, a discussion of Google's multi-device capabilities and insights for succeeding in a multi-screen world, and a Q&A session. Key takeaways emphasize the importance of having an integrated multi-screen strategy, being present across all devices, optimizing the customer experience, and measuring all conversions.
Google and 180fusion Seminar October 15th180Fusion
This document summarizes a marketing presentation given by Bo Pulito of Google and Scott Cohen of 180Fusion. The presentation discusses how people are constantly connected across multiple devices and how marketing must be mobile-first, local, and relevant to moments that matter. 180Fusion strategies include using remarketing to engage customers across the entire customer journey on Google's platforms.
180Fusion and Google PPC Management Seminar180Fusion
The document discusses how consumer behavior has changed with digital technology and the rise of search engines. It notes that consumers now make purchase decisions across multiple "moments" online rather than just in stores, and that companies need to be present at all stages of the consumer journey. The presentation recommends that companies partner with Google and agencies like 180Fusion to better understand these moments, optimize their advertising, and ultimately win customers who are constantly connected online.
Tech Talk with Millennial Media: Getting Started with Mobile Programmatic BuyingDigiday
Programmatic buying is a significant and growing segment of the mobile advertising space. With a leading mobile advertising exchange and as one of the largest bidders on real-time mobile advertising, Millennial Media will share practical tips to getting started with programmatic buying, and will illustrate how agencies, and their advertisers, can benefit from this shift to reach consumers precisely when and where it matters most – on their mobile device.
ProgrammatiCon 2017 - Keynote: Programmatic - the next industry revolution fo...e-dialog GmbH
The document discusses the disruptive impact of programmatic advertising on media, jobs, and business models. It notes that while programmatic has potential to increase revenues through performance and intelligence, its adoption has faced issues from lack of transparency and understanding. The document advocates educating people on programmatic's benefits and argues it can improve branding and creativity when used alongside quality content from trusted publishers. Overall, the document presents an optimistic view that programmatic, while disruptive, can close the gap between its promise and outcomes through continued learning and improvements to technology.
Google Reviews 180Fusion in Webinar on Multi-Screen Internet Marketing180Fusion
The document outlines an agenda for a meeting between 180Fusion and Google that includes introductions of representatives, a discussion of Google's multi-device capabilities and insights, and key takeaways. Heather Wilburn from Google will discuss how the company's growing suite of offerings can help clients, while Scott Cohen from 180Fusion will discuss how his company helps clients increase sales through marketing strategies. The discussion will focus on how consumers use multiple devices and screens throughout the day and how marketers can develop multi-screen strategies to reach consumers on all devices.
70% of campaign performance is driven by creative, yet the majority of markets are still using static banners with no personalisation or data insights.
Come learn how JoyStick has rolled out data-driven campaigns with smart personalized creatives for global brands such as Google, Nike, HBO & Netflix to name only a few.
For our latest Google Marketing Platform Sydney meetup, we spoke with New Business Manager at Google, Rebecca Robson to get a high level, holistic overview of YouTube.
We looked at the three groups YouTube is made for - Users, Creators and Brands, and shared best practices on how to win on Youtube. Including how to reach the right people, win their attention and finally optimise toward your success metrics.
What we covered:
- Why YouTube
- YouTube Users
- Millennials on YouTube
- Parents on YouTube
- GenX on YouTube
- YouTube growth
- YouTube growth in Australia
- YouTube creators
- YouTube for brands
- How can businesses win on YouTube?
- How to find new customers
- High-intent audiences
- YouTube intent signals
- Improved audience types
- Google Search and YouTube
- Custom intent audiences case studies
- Creative for brands
- YouTube optimisation and measurement
Thanks to the rise of mobile usage, consumer's paths are increasingly complex. Using a last-click attribution model will no longer suffice for advisers. The key to unlocking growth opportunities is to follow thes "Measure, Attribute, Act" framework:
* Correctly measure every moment that matters for your business
* Attribute conversion credit more accurately, using a multi-touch attribution model
* Act on the insights surfaced by your new attribution model by adjusting bids, budgets and targeting options
For our latest Google Marketing Platform Sydney meetup we wanted to end the year off the right way, by talking about your Google Ads Strategy for the Holidays.
With the Australian consumer the most pessimistic in 4 years, it’s more important than ever to spend your marketing dollars wisely. We spoke to Erran Su, Growth Marketing Analyst about how to utilise Google Ads to catch the final wave of holiday shopping by targeting the right audiences to make it the best December ever for your business.
Holiday Google Ads Strategy
In this presentation, we'll discuss the big trends, key ideas and some actionable strategies that you can take away to implement on your own site. Let this serve as your springboard to effectively explore the world of SEO further.
What we'll cover:
*Holiday Google Ads Strategy
*State of Play
*Economic Climate
*More Consumers Choosing to Shop Online
*Google Ads Should Be Your Platform of Choice
*Google Ads Strategy for the Holiday Season
*Keywords
*Audience
*Demographics
*Affinity & In-Market
*Remarketing
*MECE Approach
*Bidding Strategy
*Manual, Auto & Smart Bidding
*Creative
*How to Create Killer Ad Copy for the Holidays
*IF Function
*Mobile
*Shopping Ads
*Smart Shopping
*Before You Launch Your Campaign
*Learn to Love the Machine
*Don't Forget the Humans
*How to Measure Your Success
*Go Beyond Search & Shopping
The document discusses Google Marketing Platform and its various tools for advertisers. It covers mobile video ads, performance on YouTube, small business ads, getting products online, analytics and reporting, local campaigns, optimization of landing pages, and features of search ads like machine learning and smart bidding.
Description:
Measuring and Collecting the Right Data. Ben Weber, Analytics Specialist of In Marketing We Trust, is covering how to Measure and Collect the right Data for your business/clients.
Topics to be cover:
*Data Governance
*Measurement Plan
*What to Measure?
*And more..
Video presentation:
https://youtu.be/HFaWp7lilno
IMWT Blog post:
http://bit.ly/2SPHU8c
Growth Marketing: How the Biggest Online Brands Create Scalable MarketingIn Marketing We Trust
Growth Marketing: Standing on the shoulders of marketing giants.
How the world’s biggest online companies create scalable marketing and what you can learn.
If you’ve ever built a marketing team you’ll know it’s hard to get it right. So how do the fastest-growing companies in the world build high-performance teams at scale?
Spoiler alert… it’s not a fluke and it’s not access to capital. Like everything that works, there is a recipe for success - you just need to know the ingredients and how to use them. Having worked with marketers at many of the best known, most loved and fastest-growing brands in the world, there are common ingredients for building a high-performance team at scale. This presentation reveals them.
In this presentation, you’ll hear what it takes to build a future proof growth marketing function. You’ll discover the common methods, mindset and habits adopted by high-performance marketing teams.
Finally, you’ll learn what you can do to build on the proven success of the marketing giants.
About your presenter:
Paul is an experienced growth marketer with an entrepreneurial spark. Having founded and acquired several businesses, Paul is currently obsessing over a new mission - creating a nimble global digital marketing and analytics consultancy which outperforms the multi-nationals on every measure (we call it In Marketing We Trust).
Over the past 1.5 decades, Paul worked with some of the worlds best known, most loved and fastest-growing brands across many sectors. Having worked with brands including Save the Children, Oxfam, Expedia, Gumtree, Salesforce, Skyscanner, Kayak, and Airbus, Paul has a global reputation for creating scalable high-performance marketing functions.
As an advocate for the digital marketing industry, Paul is the host and organiser of Google Marketing Platform Sydney and Singapore, which are the largest Google community events in APAC.
The Intersection of Predictive and Account-Based MarketingPerkuto
This document discusses account-based marketing and how predictive analytics can be used for audience selection. It provides an overview of components of an ABM plan including target account lists, data preparation, personalized messaging, defining marketing plays, and measuring success. Various marketing activities across the buyer journey are outlined, and it is noted that ABM cuts across the entire funnel. The importance of proper account selection is emphasized to avoid expensive campaigns.
Få inspiration til at komme øverst på resultatlisten.
Den digitale kultur er i konstant forandring. I takt med at nye teknologier og digitale services vinder frem, er vi gået fra en simpel ’søg og find’-mentalitet til en vidtspændende kollaborativ kultur, hvor fokus er på engagement og deling.
Dette skift har betydning for, hvordan vi bruger søgemaskiner såsom Google, der hele tiden må skærpe sig for at levere de mest relevante og brugertilpassede søgeresultater. Ikke mindst har det betydning for, hvordan du - som arbejder med digital markedsføring - skal optimere, producere og placere din virksomheds digitale indhold for at komme øverst på listen og tættest på brugerne.
Vi dykker ned i tidens søgetrends, hvor ’content is king’ og begrebet SoLoMo (social, local, mobile) er i højsædet. Du vil se eksempler og perspektiver på, hvordan social og søgning kan gå hånd i hånd, hvordan mobil-og-lokalitets-optimering kan påvirke søgning, og hvordan indhold kan optimeres på tværs af kanaler. Du får den nyeste viden på området og forhåbentlig en masse inspiration til dit arbejde i krydsfeltet mellem søgning, content og social.
Sæt mobilen i centrum og optimér samspillet mellem digitale kanaler.
De færreste tænker i dag mobilt fra starten, når de planlægger deres onlineaktitiveter eller bygger nye digitale services. Hør, hvorfor det er vigtigt, og hvordan du bedst betjener mobile brugere. Hør også, hvordan du får de mobile aktiviteter til at hænge naturligt sammen med andre digitale kanaler, og hvordan du optimerer samspillet mellem dem. Vi giver dig indsigt i, hvad de dygtigste har gjort, og så får du samtidig vores bedste råd til, hvordan du får succes.
V/Simon Kibsgård, Mobile Concept Developer
PremiosSM #45 - SAP LATINOAMÉRICA - Estrategia de Content MarketingInterlat
The document outlines SAP Latin America's social media and content marketing strategy from 2012-2013. It began with fewer than 10,000 followers across 10-15 inconsistently updated accounts. The new strategy was to establish objectives, create and engage communities across channels, and listen and adapt based on feedback. Content marketing was a core focus, with 90% of content being non-promotional and engaging. Planning and governance processes like a content calendar and social media policies helped achieve over 150,000 followers, high engagement rates, and identified business opportunities exceeding $300,000.
A Whole New Approach to Audiences in Today’s Privacy LandscapeTinuiti
From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.
"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and T...Rubicon Project
Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.
ProgrammatiCon 2017 - Cross Channel Herausforderungen für Marketer - Daniel K...e-dialog GmbH
Mehr als ein Viertel aller Ad Spends in Europa werden in digitalen Kanälen ausgegeben. Aktuelle Studien zeigen aber, dass viele Retailer noch keine Cross Channel Strategie verfolgen - auch wenn Sie ein beträchtliches Marketingbudget ausgeben. Eine kanalübergreifende Strategie sollte allerdings schon lange nicht mehr Kür sondern Pflicht für jeden Marketer sein, um Konsumenten in den "moments that matter" zu erreichen. Diese Session bietet einen detaillierten Einblick in das Thema Cross Channel.
Using Data to Power your Media Buying Strategy_Stephanie JarzemskyPerformanceIN
Data presents opportunity galore for marketers wanting to better understand the people they connect with. Stacks of data are available to any CMOs pursuing the goal of a single customer view, but actually gaining insights from what's collected remains a sticking point for many.
Adapting measurement strategies for modern marketing is key to understanding the full context of the user journey, and on hand to explain a bit more about how that can be done is Stephanie Jarzemsky, Sales Lead for Google Analytics 360.
Join Stephanie as she goes into tips on organising data, the challenges for those with too much of it, and - for the benefit of PMI's biddable media experts - ways of using this information to better inform allocation of marketing spend. Also under the spotlight will be the online-to-offline gap, where pointers will be offered on overcoming this divide.
The term “programmatic” is not new or fresh. You’ve probably heard a lot about it. It’s a channel that is here to stay. However, many advertisers are still struggling to truly understand what it is, why they need it and how to get started. The landscape is a sea of logos and different technologies, all claiming to have the ultimate solution.
In this presentation, Hanapin Marketing’s Bryan Gaynor and MightyHive’s Myles Younger guide you through the Top 5 FAQs When Considering Programmatic. Whether you are an in-house marketer, or part of an agency team, we will guide you through some of the most common questions you should be asking when considering your programmatic stack.
Google and 180fusion Seminar October 15th180Fusion
This document summarizes a marketing presentation given by Bo Pulito of Google and Scott Cohen of 180Fusion. The presentation discusses how people are constantly connected across multiple devices and how marketing must be mobile-first, local, and relevant to moments that matter. 180Fusion strategies include using remarketing to engage customers across the entire customer journey on Google's platforms.
180Fusion and Google PPC Management Seminar180Fusion
The document discusses how consumer behavior has changed with digital technology and the rise of search engines. It notes that consumers now make purchase decisions across multiple "moments" online rather than just in stores, and that companies need to be present at all stages of the consumer journey. The presentation recommends that companies partner with Google and agencies like 180Fusion to better understand these moments, optimize their advertising, and ultimately win customers who are constantly connected online.
Tech Talk with Millennial Media: Getting Started with Mobile Programmatic BuyingDigiday
Programmatic buying is a significant and growing segment of the mobile advertising space. With a leading mobile advertising exchange and as one of the largest bidders on real-time mobile advertising, Millennial Media will share practical tips to getting started with programmatic buying, and will illustrate how agencies, and their advertisers, can benefit from this shift to reach consumers precisely when and where it matters most – on their mobile device.
ProgrammatiCon 2017 - Keynote: Programmatic - the next industry revolution fo...e-dialog GmbH
The document discusses the disruptive impact of programmatic advertising on media, jobs, and business models. It notes that while programmatic has potential to increase revenues through performance and intelligence, its adoption has faced issues from lack of transparency and understanding. The document advocates educating people on programmatic's benefits and argues it can improve branding and creativity when used alongside quality content from trusted publishers. Overall, the document presents an optimistic view that programmatic, while disruptive, can close the gap between its promise and outcomes through continued learning and improvements to technology.
Google Reviews 180Fusion in Webinar on Multi-Screen Internet Marketing180Fusion
The document outlines an agenda for a meeting between 180Fusion and Google that includes introductions of representatives, a discussion of Google's multi-device capabilities and insights, and key takeaways. Heather Wilburn from Google will discuss how the company's growing suite of offerings can help clients, while Scott Cohen from 180Fusion will discuss how his company helps clients increase sales through marketing strategies. The discussion will focus on how consumers use multiple devices and screens throughout the day and how marketers can develop multi-screen strategies to reach consumers on all devices.
70% of campaign performance is driven by creative, yet the majority of markets are still using static banners with no personalisation or data insights.
Come learn how JoyStick has rolled out data-driven campaigns with smart personalized creatives for global brands such as Google, Nike, HBO & Netflix to name only a few.
For our latest Google Marketing Platform Sydney meetup, we spoke with New Business Manager at Google, Rebecca Robson to get a high level, holistic overview of YouTube.
We looked at the three groups YouTube is made for - Users, Creators and Brands, and shared best practices on how to win on Youtube. Including how to reach the right people, win their attention and finally optimise toward your success metrics.
What we covered:
- Why YouTube
- YouTube Users
- Millennials on YouTube
- Parents on YouTube
- GenX on YouTube
- YouTube growth
- YouTube growth in Australia
- YouTube creators
- YouTube for brands
- How can businesses win on YouTube?
- How to find new customers
- High-intent audiences
- YouTube intent signals
- Improved audience types
- Google Search and YouTube
- Custom intent audiences case studies
- Creative for brands
- YouTube optimisation and measurement
Thanks to the rise of mobile usage, consumer's paths are increasingly complex. Using a last-click attribution model will no longer suffice for advisers. The key to unlocking growth opportunities is to follow thes "Measure, Attribute, Act" framework:
* Correctly measure every moment that matters for your business
* Attribute conversion credit more accurately, using a multi-touch attribution model
* Act on the insights surfaced by your new attribution model by adjusting bids, budgets and targeting options
For our latest Google Marketing Platform Sydney meetup we wanted to end the year off the right way, by talking about your Google Ads Strategy for the Holidays.
With the Australian consumer the most pessimistic in 4 years, it’s more important than ever to spend your marketing dollars wisely. We spoke to Erran Su, Growth Marketing Analyst about how to utilise Google Ads to catch the final wave of holiday shopping by targeting the right audiences to make it the best December ever for your business.
Holiday Google Ads Strategy
In this presentation, we'll discuss the big trends, key ideas and some actionable strategies that you can take away to implement on your own site. Let this serve as your springboard to effectively explore the world of SEO further.
What we'll cover:
*Holiday Google Ads Strategy
*State of Play
*Economic Climate
*More Consumers Choosing to Shop Online
*Google Ads Should Be Your Platform of Choice
*Google Ads Strategy for the Holiday Season
*Keywords
*Audience
*Demographics
*Affinity & In-Market
*Remarketing
*MECE Approach
*Bidding Strategy
*Manual, Auto & Smart Bidding
*Creative
*How to Create Killer Ad Copy for the Holidays
*IF Function
*Mobile
*Shopping Ads
*Smart Shopping
*Before You Launch Your Campaign
*Learn to Love the Machine
*Don't Forget the Humans
*How to Measure Your Success
*Go Beyond Search & Shopping
The document discusses Google Marketing Platform and its various tools for advertisers. It covers mobile video ads, performance on YouTube, small business ads, getting products online, analytics and reporting, local campaigns, optimization of landing pages, and features of search ads like machine learning and smart bidding.
Description:
Measuring and Collecting the Right Data. Ben Weber, Analytics Specialist of In Marketing We Trust, is covering how to Measure and Collect the right Data for your business/clients.
Topics to be cover:
*Data Governance
*Measurement Plan
*What to Measure?
*And more..
Video presentation:
https://youtu.be/HFaWp7lilno
IMWT Blog post:
http://bit.ly/2SPHU8c
Growth Marketing: How the Biggest Online Brands Create Scalable MarketingIn Marketing We Trust
Growth Marketing: Standing on the shoulders of marketing giants.
How the world’s biggest online companies create scalable marketing and what you can learn.
If you’ve ever built a marketing team you’ll know it’s hard to get it right. So how do the fastest-growing companies in the world build high-performance teams at scale?
Spoiler alert… it’s not a fluke and it’s not access to capital. Like everything that works, there is a recipe for success - you just need to know the ingredients and how to use them. Having worked with marketers at many of the best known, most loved and fastest-growing brands in the world, there are common ingredients for building a high-performance team at scale. This presentation reveals them.
In this presentation, you’ll hear what it takes to build a future proof growth marketing function. You’ll discover the common methods, mindset and habits adopted by high-performance marketing teams.
Finally, you’ll learn what you can do to build on the proven success of the marketing giants.
About your presenter:
Paul is an experienced growth marketer with an entrepreneurial spark. Having founded and acquired several businesses, Paul is currently obsessing over a new mission - creating a nimble global digital marketing and analytics consultancy which outperforms the multi-nationals on every measure (we call it In Marketing We Trust).
Over the past 1.5 decades, Paul worked with some of the worlds best known, most loved and fastest-growing brands across many sectors. Having worked with brands including Save the Children, Oxfam, Expedia, Gumtree, Salesforce, Skyscanner, Kayak, and Airbus, Paul has a global reputation for creating scalable high-performance marketing functions.
As an advocate for the digital marketing industry, Paul is the host and organiser of Google Marketing Platform Sydney and Singapore, which are the largest Google community events in APAC.
The Intersection of Predictive and Account-Based MarketingPerkuto
This document discusses account-based marketing and how predictive analytics can be used for audience selection. It provides an overview of components of an ABM plan including target account lists, data preparation, personalized messaging, defining marketing plays, and measuring success. Various marketing activities across the buyer journey are outlined, and it is noted that ABM cuts across the entire funnel. The importance of proper account selection is emphasized to avoid expensive campaigns.
Få inspiration til at komme øverst på resultatlisten.
Den digitale kultur er i konstant forandring. I takt med at nye teknologier og digitale services vinder frem, er vi gået fra en simpel ’søg og find’-mentalitet til en vidtspændende kollaborativ kultur, hvor fokus er på engagement og deling.
Dette skift har betydning for, hvordan vi bruger søgemaskiner såsom Google, der hele tiden må skærpe sig for at levere de mest relevante og brugertilpassede søgeresultater. Ikke mindst har det betydning for, hvordan du - som arbejder med digital markedsføring - skal optimere, producere og placere din virksomheds digitale indhold for at komme øverst på listen og tættest på brugerne.
Vi dykker ned i tidens søgetrends, hvor ’content is king’ og begrebet SoLoMo (social, local, mobile) er i højsædet. Du vil se eksempler og perspektiver på, hvordan social og søgning kan gå hånd i hånd, hvordan mobil-og-lokalitets-optimering kan påvirke søgning, og hvordan indhold kan optimeres på tværs af kanaler. Du får den nyeste viden på området og forhåbentlig en masse inspiration til dit arbejde i krydsfeltet mellem søgning, content og social.
Sæt mobilen i centrum og optimér samspillet mellem digitale kanaler.
De færreste tænker i dag mobilt fra starten, når de planlægger deres onlineaktitiveter eller bygger nye digitale services. Hør, hvorfor det er vigtigt, og hvordan du bedst betjener mobile brugere. Hør også, hvordan du får de mobile aktiviteter til at hænge naturligt sammen med andre digitale kanaler, og hvordan du optimerer samspillet mellem dem. Vi giver dig indsigt i, hvad de dygtigste har gjort, og så får du samtidig vores bedste råd til, hvordan du får succes.
V/Simon Kibsgård, Mobile Concept Developer
PremiosSM #45 - SAP LATINOAMÉRICA - Estrategia de Content MarketingInterlat
The document outlines SAP Latin America's social media and content marketing strategy from 2012-2013. It began with fewer than 10,000 followers across 10-15 inconsistently updated accounts. The new strategy was to establish objectives, create and engage communities across channels, and listen and adapt based on feedback. Content marketing was a core focus, with 90% of content being non-promotional and engaging. Planning and governance processes like a content calendar and social media policies helped achieve over 150,000 followers, high engagement rates, and identified business opportunities exceeding $300,000.
A Whole New Approach to Audiences in Today’s Privacy LandscapeTinuiti
From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.
"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and T...Rubicon Project
Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.
ProgrammatiCon 2017 - Cross Channel Herausforderungen für Marketer - Daniel K...e-dialog GmbH
Mehr als ein Viertel aller Ad Spends in Europa werden in digitalen Kanälen ausgegeben. Aktuelle Studien zeigen aber, dass viele Retailer noch keine Cross Channel Strategie verfolgen - auch wenn Sie ein beträchtliches Marketingbudget ausgeben. Eine kanalübergreifende Strategie sollte allerdings schon lange nicht mehr Kür sondern Pflicht für jeden Marketer sein, um Konsumenten in den "moments that matter" zu erreichen. Diese Session bietet einen detaillierten Einblick in das Thema Cross Channel.
Using Data to Power your Media Buying Strategy_Stephanie JarzemskyPerformanceIN
Data presents opportunity galore for marketers wanting to better understand the people they connect with. Stacks of data are available to any CMOs pursuing the goal of a single customer view, but actually gaining insights from what's collected remains a sticking point for many.
Adapting measurement strategies for modern marketing is key to understanding the full context of the user journey, and on hand to explain a bit more about how that can be done is Stephanie Jarzemsky, Sales Lead for Google Analytics 360.
Join Stephanie as she goes into tips on organising data, the challenges for those with too much of it, and - for the benefit of PMI's biddable media experts - ways of using this information to better inform allocation of marketing spend. Also under the spotlight will be the online-to-offline gap, where pointers will be offered on overcoming this divide.
The term “programmatic” is not new or fresh. You’ve probably heard a lot about it. It’s a channel that is here to stay. However, many advertisers are still struggling to truly understand what it is, why they need it and how to get started. The landscape is a sea of logos and different technologies, all claiming to have the ultimate solution.
In this presentation, Hanapin Marketing’s Bryan Gaynor and MightyHive’s Myles Younger guide you through the Top 5 FAQs When Considering Programmatic. Whether you are an in-house marketer, or part of an agency team, we will guide you through some of the most common questions you should be asking when considering your programmatic stack.
GAUC 2017 Closing Keynote: David Sneddon (Google)e-dialog GmbH
This document discusses innovation at Google and in the digital marketing industry. It summarizes that Google uses machine learning across many of its products, giving examples like Google Translate, Photos, and Android. It then discusses applying machine learning to Google Analytics to provide automated insights and recommendations. Finally, it briefly touches on emerging technologies like virtual and augmented reality and the increasing role of automation.
How to Create Winning Ad Campaigns - Google Marketing Platform SydneyIn Marketing We Trust
This document summarizes key points from a Google marketing meetup event. It discusses new features on Google search and Google ads, including product labels on image search results, shareable search results, and changes to environment targeting in Display & Video 360. It also provides an overview of updates to tools like Google Analytics, Data Studio, and Google marketing platform. The document quizzes attendees and introduces several speakers, including the meetup organizer.
Prospecting into New Revenue-Generating Audiences for Your BrandTinuiti
All brands want to be able to build brand awareness with “brand-unaware” consumers in order to fuel their new customer acquisition efforts.
However, investing in the top of the digital funnel has historically been associated with unprofitable spend, difficult to track ROI, and unclear metrics of success — Until Today.
We’re seeing many of the Google Ads trends and changes we predicted come to life as we approach the mid-way point in the year.
So how can you learn from your Google Ads performance so far to maintain growth through the rest of 2022?
We’ve got the info you need to get over the half-way hump and finish the year strong! Check out these webinar slides to learn:
• How to audit your 2022 Google Ads performance so far
• Data and insights to help maintain ROI through the second half of the year
• New Google Ads tips to capture and nurture leads
Dustin workshop defining expectations & providing value through metricsfuzeconf
Dustin Ratzlaff discusses tools that can help track return on investment for digital marketing campaigns, including call tracking, UTM parameters, event tracking using Google Tag Manager, and Hotjar for visual analytics. These tools allow marketers to better understand user behavior and connect data to campaign objectives identified through a COS (Challenges, Opportunities, Strengths) analysis with clients. The presentation provides examples of how each tool can be implemented and the insights they can provide to improve campaign performance and measure results.
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Ana...Gina Shaw
"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Agility In Digital Marketing Is Table Stakes For SuccessAggregage
Digital marketing today looks very different from last year, and changes will only continue. As marketers are consistently pressured to face more unknowns and do more with less, many marketing leaders are sharpening their focus on agility and asking some tough but critical questions: Are we as agile as we should be? Can we easily manage campaigns and collaborate from kickoff to launch? Can we quickly access the data we need to inform our decisions? Do we have the right tools to be agile, pivot as needed, and maximize success?
Dan McGaw and Puja Ramani presented on unlocking the value of usage data. They discussed how user analytics can help businesses better understand customer behavior by analyzing data from website visits, apps, billing systems and more. They outlined a four pillar approach to making user analytics actionable: identifying key stakeholders, setting objectives, developing a strategy, and using the right technology. Realizing ROI from user analytics involves blending data sources for new insights, scoring customer health, having a unified view of customers, automating tasks based on usage patterns, and consistently managing customer relationships. Companies have seen reductions in churn rates and increases in renewal and upsell rates by taking action based on insights from user analytics.
ROCKETROI & Exoticca - To the Infinity and beyond: -53% CPA +213% clicksBenedetta Giungi
ROCKETROI is top #6 agency in EMEA (2018), leader in PPC optimization and SEM in Southern Europe.
Most nominated agency at Google Premier Partner Awards 2018, ROCKETROI consolidates its expertise in retail, lead generation and social ads.
Learn how we made it here.
Get the latest news and Google Search & Tool Updates for October 2019.
Including:
*Google algorithm updates
*Google search updates
*Google Ads updates
*Google tool updates
1) Companies that focus on customer experience outperform competitors and see 22% higher stock performance over 5 years compared to flat S&P 500 returns.
2) Customers are more empowered due to digital connectivity, social networking, and access to more information online. They research products online and abandon in-store purchases due to online reviews.
3) SAP 360 Customer provides a complete end-to-end customer experience across all channels in real-time powered by SAP HANA to gain insights, increase marketing effectiveness, and drive delightful customer experiences.
12º Insurance Service Meeting - Cassio DreyfussCNseg
The document discusses the digital future and digital transformation. It notes that the digital future will see people digitally connected to all domains of their lives, both personal and professional. It states that digital transformation is not just "more of the same" but fundamentally different, providing education as an example where technology could allow for personalized, remote, and data-driven learning. The document emphasizes that digital transformation is ultimately about information - how it flows and is used - and that the changes will impact work patterns, organizations, and relationships. It frames digital transformation as a journey that requires engaging people, changing mindsets, leveraging technology, and rethinking roles.
Laurence Baeten - Data Driven Marketing blue2purple
This document discusses the future of digital marketing and technology integration. It highlights that businesses need to have an omnichannel customer experience and a winning video strategy. A key step is for companies to assess their data sources and integrate locations into their campaign strategy to achieve true omnichannel marketing. The document provides an agenda for discussing how ready companies are for the digital challenge and tips for marketers on developing strategic digital plans.
Rebecca Van Vaerenbergh / Sabine Vandervekenblue2purple
This document outlines a multi-step marketing campaign for a restaurant called Lunch Garden. It discusses conducting market research, developing a national online campaign with various communications and messages to test audience interest and engagement. The goals are to measure the impact on new website visits and intent to visit the restaurant, and to help optimize future campaigns and continue attracting new visitors. The campaign will be analyzed to identify the most engaging audiences and messages to focus future marketing efforts.
This document discusses the results clients in the finance world saw from advertising on a local search platform. It notes that in March 2018, on average, clients saw 11,000 impressions per month per branch. After implementing advertising and reviews on the platform, impressions increased by 44% after one month and 97% after three months for some clients, while others saw a 23% increase after one month and 87% increase after five months. The document also notes seeing a correlation between location impressions and response rates to reviews on 800 locations.
Cedric Donck - Digital marketing maturity mapblue2purple
Building a digital marketing strategy is a real challenge. New technologies pop-up everyday, do's and don't are commented on blogposts and on social media. In order to build an overall view of the development of your plan, Virtuology has come up with a digital marketing maturity map. A clear tool that let you visualise where you stand and what's the road ahead on your digital marketing journey. It's easy to use and straight to the point.
How the internet of things will literally ruin the web - Gaëtan Godartblue2purple
This document discusses how the growth of internet of things devices and video streaming are straining internet infrastructure. It notes that 50% of internet traffic is now non-human as more devices connect to the internet. This trend will require massive investments in underwater cables and data centers to support rising data usage. There are also concerns about how all this additional data collection may impact privacy and lead to technology only being accessible to large companies able to pay for the infrastructure upgrades. The document advocates for more efficient use of internet resources to reduce the environmental impact.
What's New On Google - May 2014 sessionblue2purple
This document discusses performance marketing beyond just search. It highlights the importance of taking a holistic approach that looks beyond last-click attribution to understand the full customer journey. A case study of Golden Palace's transition from offline to digital marketing demonstrates how testing different attribution models can provide insights and increase return on ad spend. The document advocates experimenting with attribution to better understand indirect impacts and capitalize on both brand and generic marketing investments.
The document discusses web analytics and key performance indicators (KPIs). It emphasizes measuring beyond just page views to understand user behavior like video playback, map interactions, and micro-conversions. Four rules are outlined for effective KPIs: they should be simple, pertinent to objectives, delivered timely, and instantly qualifiable. The data collected can be analyzed to understand user segments and why some visitors don't convert. Methods like surveys, A/B testing, and attribution modeling are proposed to gain more insights.
What's New On Google - September 2013 Sessionblue2purple
This document provides an overview of Google advertising strategies and best practices. It discusses:
1. The importance of investing in brand campaigns to prevent aggressive competitors and take more search space while allowing quick ad updates.
2. How to analyze competitors' coverage and performance to identify opportunities. Benchmarks show brand coverage improves conversion rates.
3. Tips for location-based targeting, timing ads to best hours, analyzing search terms, and optimizing calls to action to boost performance.
4. The value of integrating offline and online campaigns, and how negative publicity can hurt online results. Reminding customers of past purchases cross-sells products.
Back to Basics - September 2013 Sessionblue2purple
Paul wants to promote his iPhone accessories business. The training teaches Paul how to use Google AdWords to reach his objectives of increasing traffic and conversions. It covers setting up search campaigns with relevant keywords and ads, using the Google Display Network for branding, and analyzing traffic to develop a strategy focused on return on investment. Advanced techniques taught include remarketing, sitelinks, extensions, and developing a mobile strategy to help Paul optimize his campaigns and transform traffic into customers.
What's New On Google - May 2013 Sessionblue2purple
This document discusses attribution modeling and how to properly assign conversions to the appropriate marketing channels. It emphasizes that the "last click attribution" model is flawed and that a consumer's purchase journey typically involves multiple touchpoints across different devices and channels. The document provides examples of econometric modeling techniques that can help determine the influence of different channels like search, display ads, TV, etc. on key metrics like website traffic and sales. It stresses the importance of defining the right key performance indicators and understanding how factors like seasonality, competitor activity and other influences impact the marketing mix.
The document discusses Belgium's Cookie Law and related privacy legislation regarding the use of cookies on websites. It defines what cookies are and how they work, including both technical and tracking cookies. The law requires websites to obtain user consent before storing tracking cookies on devices and to inform users about how their data is collected and used. Non-compliance could result in fines, while proper implementation presents challenges for user experience and online marketing practices.
Google controls a large share of online searches globally with billions conducted each day. This document discusses how to optimize advertising campaigns on Google platforms like AdWords and the Display Network to convert clicks into profits. It emphasizes the importance of remarketing to target past website visitors and increase conversion rates, providing an example of a retail client that saw improved performance after launching remarketing campaigns.
What's New on Google - Septembre 2012 Sessionblue2purple
The document provides an agenda for a marketing presentation covering the following topics:
1) Mobile marketing and advertising on Google platforms like AdMob.
2) Search network optimization techniques like sitelinks and Google+.
3) Google Display Network topics including dynamic ad delivery and demographic targeting.
4) YouTube advertising formats and targeting options.
The presentation will also discuss measuring success through micro-conversions and remarketing campaigns.
What's New on Google - February 2013 Session blue2purple
This document discusses strategies for mobile marketing with Google. It suggests focusing on search advertising and generating traffic through clicks to call, clicks to map, and clicks to download ads. These ad formats are described as ways to bring more customers, include a clickable phone number, provide directions, and directly link to app store pages to promote mobile apps. Overall, the document provides an overview of mobile marketing opportunities through Google search advertising and app promotion.
The Customer Journey with Sinterklass & Christmasblue2purple
This document outlines the customer journey and marketing strategies for retailers during the Sinterklaas and Christmas season. It discusses four key stages: the preparation stage focused on getting brand awareness, the high season aimed at maximizing sales, the final sprint to catch last-minute shoppers, and the post-Christmas period for clearing stock. For each stage, it provides objectives, checklists, and solutions for retailers to optimize their marketing and online presence.
This document outlines different types of digital marketing strategies including earned media through social sharing, bought media like paid ads, owned media on owned websites and platforms, search engine optimization, search engine advertising, mobile marketing, analytics to measure effectiveness, content creation, digital integration across channels, Facebook ads, local marketing, and knowledge of Google's algorithm updates.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
5. blue2purple confidential & proprietary 5
what we do today, agenda, timeline
Timeline
break 15 minutes
Laurence
Ad blockers
Gaetan
GRP
Gert-Jan
360 Suite
Frederik
DMP
Tim
Data Policy
Karima & Lisa
Cases
7. blue2purple confidential & proprietary
DISCLAIMER
The facts expressed here belong to everybody, the opinions to me.
The distinction is yours to draw...
«
»
10. blue2purple confidential & proprietary
Definition:
10
In adver<sing, a gross ra<ng point (GRP) is a measure of the size of an
adver<sing campaign by a specific medium or schedule. It does not measure
the size of the audience reached.
GRP = REACH X FREQUENCY
GRPs = 30% (of the targeted group) X 4 Exposures
GRPs = 120
11. blue2purple confidential & proprietary
Limitations
11
GRP = REACH X FREQUENCY
= 30% (of the targeted group) X 4 Exposures
GRPs = 120
Es<mates based on panels
Es<mates based on panels
12. blue2purple confidential & proprietary
The Rising Cost of Consumer Attention
12
Decreasing aVen<on to TV ads
16. blue2purple confidential & proprietary
GRP Evolution
16
GRP VIDEO (or MRC in the US)
GRP GRP ß GRP INTERNET
17. blue2purple confidential & proprietary 17
GROSS RATING POINT
• Panel Based (CIM: TV 1500 households)
• Do not measure the crea<ve impact
• Based on historical data
• Only focus on demographics
YOU NEED TO GUESS - But this is what we get.
18. blue2purple confidential & proprietary 18
GROSS RATING POINT
WHAT IF:
YOU COULD MEASURE EVERYTHING
BUY JUST THE MEDIA YOU NEED
IN REALTIME
FOCUS ON ADDITIONAL INFO THAN ONLY ESTIMATED SOCIO-DEMO
24. blue2purple confidential & proprietary 24
• THINK DIGITAL FIRST
• WHERE IS MY AUDIENCE
• HOW TO REACH THEM
• WITH WHAT MESSAGE
25. blue2purple confidential & proprietary
Joris Merks-Benjaminsen
25
• Build personae & Map their consumer journey
• Control the touch points
• Build a brand funnel & build a strong story telling
• 1o1 story telling thanks to programma<c
• LAST CLICK ONLY IS DEAD
DIFFERENT TYPES OF JOURNEYS FOR DIFFERENT PROSPECTS INSTEAD OF REACH ONLY
26. blue2purple confidential & proprietary
Automation of the full media mix based on signals
Be relevant – based on data – across the buying cycle 26
31. blue2purple confidential & proprietary 31
ALWAYS ON BRANDING
NOT EVERYBODY WILL GET THE SAME MESSAGE AT THE SAME MOMENT
GRP DOESN’T WORK ANYMORE
Because we use signals instead of demographics
You don’t need to guess since you can measure and buy whatever you need
34. blue2purple confidential & proprietary
Programmatic TV
34
0,1%
IN 2014
4%
IN 2015
20%
ESTIMATED IN 2019 USE DATA , BUY LESS, BUY THE AUDIENCE YOU NEED
48. of marketers said that
marketing measurement
tools are difficult to use -
reducing cross-team
collaboration.
60%
of marketers surveyed
don’t believe that
their data sources are
well integrated.
84%
of marketers stated that
it is difficult to give their
stakeholders in different
functions access to their
data and insights.
57%
52. Solutions designed to win each moment in today’s multi-screen consumer journey.
Built for modern marketing
Users and
journeys, not
sessions and
devices
Understand the full
context of a user’s
journey across
channels and devices.
More insights,
not more data
Access and
collaboration
powers smarter
decisions
The full power
of your data,
when and where
you need it
Built in intelligence
does the heavy
lifting and quickly
delivers insights.
Share the data, work
together, and tell
compelling stories
that inspire action.
Integrations to better
understand and
improve each
consumer touchpoint.
70. Google Confidential & Proprietary
BETTER MEASUREMENT IS #1 CHALLENGE FOR LARGE
MARKETERS
71%
51%
31%
Measuring the ROI of my
marketing
Securing enough budget
Managing your website
71. Google Confidential & ProprietaryGoogle Confidential & Proprietary
THE BARRIERS EVOKED FOR MEASURING ONLINE PERFORMANCE
Solving the
cross-device and
cross-channel
purchase path
Data coming
from
heterogeneous
sources can’t be
easily reconciled
Hard to find
people capable
of generating and
interpreting
sophisticated
measurement
57% 51% 48%
Source EBG with Qlik, nov 2015
techno human
72. Google Confidential & Proprietary
a 4-step process for
Modern Media
Measurement
Step 1:
Go Beyond Silos
Do I have all the data that I
need in one place ?
Step 2: Go Beyond Conversions
Get a better vision of your customer
Step 3: Go Beyond Last-Click
Distribute fairly the credit across
touchpoints
Step 4: seek actionability
Take action from new insight in no
time
74. Google Confidential & ProprietaryGoogle Confidential & Proprietary
MY CAMPAIGN RESULTS
Impressions: 12 M
Clicks: 3 000
Revenue: 5600 euros
75. Google Confidential & ProprietaryGoogle Confidential & Proprietary
TARGETS
Choose realistic
targets
Metrics
and KPIs
What metrics reflect
best these goals ?
GOALS
What strategy can help
me achieve it ?
Define sound Marketing objectives, and the rest will
follow
OBJECTIVES
What is my website / app /
campaign exactly for? Seriously ?
E.g. INCREASE PROFITABILITY
E.g. MORE SALES
HIGHER MARGIN E.g.
Conv Rate
Avg Cart value,
% high margin products sold
E.g.
from 3 to 5%
Stay > 120$,
25% of high margin product
/ cart
76. Google Confidential & ProprietaryGoogle Confidential & Proprietary
ORGANIZE YOUR METRICS
ADCENTRIC
SITECENTRIC
SEE
THINK
DO
Banner Impressions X
Viewable Impressions X
Reach and Frequency X
Unique users X
New visits X
Bounce rate X
CTR X
2 product pages or more : $0.08 X
% Conversion Rate (for Download whitepaper /asset) X X
% Conversion Rate (for Download installer) X X
% Conversion Rate (for Register for webinar / demo/ live event) X X
Download installer (added as goal) : $12.50 X
Download whitepaper /asset (added as goal) : $10.00 X
Register for webinar / demo/ live event (added as goal) : $8.00 X
Demo Installs (added as goal): $25.00 X X
Purchases $1,000.00 (Offline + Online) X
GET MORE
PEOPLE TO
KNOW MY
PRODUCTS
GET PEOPLE TO
READ ABOUT MY
PRODUCTS AND
TEST THEM
GET PEOPLE TO
USE/BUY MY
PRODUCTS
78. Google Confidential & ProprietaryGoogle Confidential & Proprietary
While siloed systems work fine on
their own…
Data
Tools
Marketing
strategy
79. Google Confidential & ProprietaryGoogle Confidential & Proprietary
The fragmentation is worst when using multiple technologies
Data Loss
Poor Frequency
Control
Using multiple toolsets results in a 20% data loss each
time you transfer data sets between systems--data that
you have spent a lot of money to acquire
Self Competition
Using multiple toolsets makes it harder to control
frequency because you don’t have a single view of the
customer
Using multiple toolsets will most likely result in overlap and
self competition--i.e. bidding for the same impression/user
across partners
80. Single point of access
increases campaign
efficiencies up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013
Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014
A unified platform leads to increased efficiency
and better performance
32%
average
reduction
in CPA
Better
performance
81. Google Confidential & ProprietaryGoogle Confidential & Proprietary
Tools work better when unified
Better
Insights
More
Efficiency
Better
Performance
82. Google Confidential & Proprietary
CROP YOUR
IMAGE TO
THIS SIZE
(Double click image
and drag handles)
1 : AUDIT
What tools do you
currently work with ?
Source: The Boston Consulting Group, "Efficiency and Effectiveness in Digital Advertising", June 2013
2 : SELECTION
What data points are must-
haves, what are secondary
?
3 : CHOICE
What’s the best place
where to build your single-
source-of-truth for media
measurement?
84. Google Confidential & ProprietaryGoogle Confidential & Proprietary
Imps
Sales, revenues
MOBILE
OFFLINE
CRM status
subscription
Product pages
re-visits
Time spent
Bounce rate
USER-centricity
85. Google Confidential & ProprietaryGoogle Confidential & Proprietary
CONTEXTUAL
DATA
Any external
factors
influencing the
conversion?
Weather, TV,
Geo, etc.
CUSTOMER DATA
What type of
customers
converted?
Number of
purchases, stage
of qualification,
demographics,
CRM segments,
lifestyle, etc.
PRODUCT DATA
Are all the
conversions of
same value?
Products in
stock, Brands,
weights,
product-level
margin,
categories, etc.
CONVERSION
DATA
Is the online
conversion
enough?
Offline
conversions,
modification of
existing
conversions.
What types of data can give more
insights to your online conversions ?
Beyond online conversions : offline insights
89. Google Confidential & ProprietaryGoogle Confidential & Proprietary
Now, you
have a
finer vision
of your
campaign’s
performan
ce
4
MY CAMPAIGN RESULTS
Impressions / Clicks / CTR
Revenue
CPA
Bounce rate: 54%
User engagement score: 4/5
Nb of store locator pageviews: 1234
X-device conversions:: 567
Offline conversions: 345
Time-decay conversions: 456
Assist ratio : 15
Assisted conversions : 678
User centric
metrics
Multi-channel and
attribution insights
90. Google Confidential & Proprietary
Doubleclick stack is genuinely built to fight
fragmentation across channels
Data from your Video, Mobile,
Desktop campaigns run
programmatically
Ad-centric
Data from your search campaigns
Site-centric
Off-line / CRM / 1st
party databases
Adserved or tracked
campaigns
Reporting
92. Brussels
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/
fieldfisher.com
Data
privacy,
digital
marketing
&
BI
Selected
topics
Tim
Van
Canneyt,
Partner
-‐Technology,
Outsourcing
&
Privacy
department
blue2purple
What’s
Next
DIGITAL
event
-‐
30
June
2016
93. Brussels
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2
The
context
Data Protection Directive
• Dates from pre-internet age
(1995), trouble dealing with new
technologies.
• Fragmentation and inconsistency
due to 28 local flavours
• Lack of enforcement - compliance
General Data Protection Regulation (GDPR)
• Adapt legal framework to the globalised digital
society
• “One ring to rule them all”
• Enhance rights for individuals
§ Stricter obligations for companies
§ Increased enforcement
• 25 May 2018
EU
Charter
of
fundamental
rights
94. Brussels
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3
GDPR
–
A
game
changer
Most lobbied regulation in the history of the European
Parliament due to the monumental impact it will have on
companies doing business in the EU and even non-EU
businesses targeting European data subjects.
95. Brussels
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4
Personal
v.
anonymous
data
• Personal
data
=
any
informaDon
relaDng
to
an
idenDfied
or
idenDfiable
natural
person
– “in
par(cular
by
reference
to
an
iden%fier
such
as
a
name,
an
iden%fica%on
number,
loca%on
data,
an
online
iden%fier
or
to
one
or
more
factors
specific
to
the
physical,
physiological,
gene(c,
mental,
economic,
cultural
or
social
iden(ty
of
that
natural
person.”
• Pseudonymous
data
=
personal
data!
• Anonymous
data
is
out
of
scope
– Re-‐idenDficaDon
impossible
96. Brussels
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5
Consent
• Informed
– Request
must
be
intelligible
and
easily
accessible
– Minimum
informaDon:
who
and
why
• Free
– Possibility
to
refuse
without
detrimental
consequence
• Specific
– Not
“buried”
in
terms
of
use
• Unambiguous
– A
statement
or
clear
affirmaDve
acDon
– SensiDve
personal
data:
explicit
consent
• Minors
under
16:
parental
consent
required
for
informaDon
society
services
97. Brussels
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6
ProCiling
• DEFINITION
-‐
Automated
processing
of
personal
data
to
evaluate
certain
personal
aspects
of
an
individual.
– Especially
analysis
or
predicDon
of
individual’s
personal
preferences,
interests,
behaviour.
• INTERDICTION
to
take
decisions
solely
based
on
automated
processing
(incl.
profiling)
which
produce
legal
effects
concerning
individual
or
similarly
significantly
affects
him.
• UNLESS,
for
“classic”
personal
data
– Contractual
necessity
– Authorized
by
law
– Explicit
consent
• MOREOVER
• Right
to
obtain
human
intervenDon
• Right
to
express
point
of
view
and
to
contest
UNLESS,
for
sensiLve
personal
data
– Explicit
consent
– SubstanDal
public
interest
necessity
98. Brussels
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7
New
rights
for
individuals
(1/2)
• “Right
to
be
forgoOen”
• PART
1
–
ObligaDon
to
erase
the
data
concerned
(e.g.
consent
withdrawn,
objecDon
by
employee)
• PART
2
-‐
ObligaDon
to
noDfy
other
controllers
if
controller
made
the
data
public
• EXEMPTIONS
-‐
e.g.
right
of
freedom
of
expression
• Right
to
restricLon
of
data
processing
• PRINCIPLE
-‐
InterdicDon
to
process
data
(except
for
storage)
of
data
subject
– Data
subject
disputes
accuracy
of
the
informaDon
(during
verificaDon
of
request)
– Processing
is
unlawful
and
the
data
subject
calls
for
restricted
processing
instead
of
deleDon
• EXCEPTIONS
–
Processing
sDll
allowed
(e.g.
defense
of
legal
claims,
protecDon
of
3P
rights)
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8
New
rights
for
individuals
(2/2)
• Mandatory
noLficaLon
to
recipients
– PRINCIPLE
–
ObligaDon
to
noDfy
each
recipient
of
personal
data
• Request
for
recDficaDon
of
data,
erasure
of
data
or
restricDon
of
processing
of
data
– EXEMPTION
-‐
disproporDonate
effort
• Right
to
data
portability
– PRINCIPLE
• ObligaDon
to
make
data
available
in
structured,
commonly
used
and
machine-‐readable
format
• Transmission
of
data
to
another
controller
without
hindrance
– WHEN
• For
informaDon
provided
by
data
subject;
and
• Processing
based
on
consent
or
contractual
necessity
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9
International
data
transfers
(1/2)
•
What
consLtutes
an
internaLonal
transfer?
– Sending
documents
to
a
recipient
in
another
country
– Storing
documents
in
another
country
(e.g.
cloud
storage
of
your
files)
– Allowing
someone
based
outside
Belgium
to
access
data
stored
in
Belgium
– Irrelevant
whether
intra-‐group
or
not
• How
to
transfer
personal
data
within
the
EEA?
– EEA
=
EU
+
Iceland,
Norway
and
Liechtenstein
– Principle:
no
special
measures
needed
to
legiDmize
transfer
– RaLonale:
Recipient
is
also
subject
to
the
EU
data
protecDon
framework.
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10
International
data
transfers
(1/2)
• How
to
transfer
personal
data
outside
the
EEA?
– ProhibiLon,
unless
laws
of
recipient
guarantee
adequate
level
of
data
protecDon
– Issue:
Most
non-‐EEA
countries
do
not
have
legislaDon
equivalent
to
the
EU
legal
framework
• EC
white
list:
Andorra,
Argen(na,
Canada,
Faeroe
Islands,
Guernsey,
Isle
of
Man,
Israel,
and
Jersey,
New
Zealand,
Switzerland
and
Uruguay
– AlternaLves
• EU
Model
Clauses
• US
Safe
Harbor
– Privacy
Shield?
• Consent?
102. Brussels
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11
Data
Protection
OfCicer
• Mandatory:
– If
core
acDviDes
=
systemaDc
monitoring
of
individuals
on
large
scale
• Mission:
• Advise
the
company,
raise
awareness
and
provide
training
• Monitor
compliance
and
perform
internal
audits
• Cooperate
with
data
protecDon
authority
• Profile:
expert
on
data
protecDon
law
–
internal
or
external
Source:
Computerweekly.com
and
IAPP
103. Brussels
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12
Data
Protection
Impact
Assessments
High
risk
processing
Nature
Scope
Context
Purpose
…
generally
…
in
par(cular
Profiling
• Profiling
on
which
decisions
are
based
that…
significantly
affect
the
natural
person
Special
categories
• Large
scale
of
special
categories
of
data
or
of
data
relaDng
to
criminal
convicDons
and
offences
SystemaLc
monitoring
• SystemaDc
monitoring
of
a
publicly
accessible
area
on
a
large
scale
• What?
Prior
analysis
of
data
processing
acDvity
and
risks
associated
thereto
• When?
104. Brussels
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13
Why
should
you
care?
• Financial
risk
– Fines
up
to
€20
million
or
up
to
4%
of
annual
global
turnover
– Member
States
may
adopt
addiDonal
(criminal)
sancDons
– Class
acDons
– Significant
costs
in
case
of
data
breach
• OperaLonal
risk
– Audit
rights
for
DPAs
– Temporary
or
definiDve
limitaDon
or
ban
on
processing
– Suspension
of
internaDonal
data
flows
• ReputaLonal
risk
– Companies
suffering
data
breach
see
important
drop
in
turnover
– Data
protecDon
compliance
is
becoming
a
sales
argument
• C-‐level
jobs
at
risk
– Several
CEO/CIO
have
been
fired
aler
massive
data
breaches
105. Brussels
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14
Questions?
Tim
Van
Canneyt
Partner
Technology,
Outsourcing
&
Privacy
Department
E:
Dm.vancanneyt@fieldfisher.com
DD:
+32
2
742
70
36
hqp://privacylawblog.fieldfisher.com/
110. blue2purple confidential & proprietaryAd Block Demographics 5
28%
27%
27%
27%
ASIA
PACIFIC
MIDDLE
EAST
&
AFRICA
EUROPE
NORTH
AMERICA
LATIN
AMERICA
BELGIUM
23%
30%
28%
of
all
internet
users
now
use
ad
blocking
soDware
on
their
main
computer
Global web index
117. blue2purple confidential & proprietary
Ad blocking is not the end of our
industry. It’s simply an evolution
point.
12
118. blue2purple confidential & proprietary
for your undivided attention
Questions?
Thank You
13
@blue2purple
#WND
Laurence
Baeten
Sr.
Business
Development
Manager
122. blue2purple confidential & proprietary
If I bid on my brand, my SEO will
be cannibalized.
I will be paying for clicks that I
otherwise would’ve had for free
through my SEO
128. blue2purple confidential & proprietary
Control the messages
Real-time
adaptation of
sitelinks and ads
Put specific
promotions forward
USP representation
140. blue2purple confidential & proprietary
You should definitely be bidding on your brand because
• You launched a new website
• Control your messages
• Push negative stories below the fold
• Don’t let competitors steal your potential clients
• It might benefit your entire AdWords account…
141. blue2purple confidential & proprietary
Stable Environment
Use the data you have in
your possession
Go further than looking
at percentages, look at
absolute figures
149. blue2purple confidential & proprietary
Period: 30 May – 12 June
High Engagement Volumes
6
0
20
40
60
80
100
120
140
0
5000
10000
15000
20000
25000
clicks
prints
prints
push
Clicks
push
Conv.
push
0
100
150. blue2purple confidential & proprietary
Period: 30 May – 12 June
Good Awareness & Engagement Results
7
5.76%
Post
likes
1.82%
Post
Shares
0.80%
conversion
rate
0.19%
Post
comments
Avg
%
of
video
viewed:
87,3%
156. blue2purple confidential & proprietary
Period: 30 May – 12 June
High conversion rate
13
0
0,5
1
1,5
2
2,5
3
3,5
0
100
200
300
400
500
600
700
clicks
prints
Prints
RMK
Clicks
RMK
Conv.
RMK
0
50
157. blue2purple confidential & proprietary
Period: 30 May – 12 June
½ who clicked on the ad, converted
14
0.03%
Post
likes
0.03%
Post
Shares
50%
conversion
rate
0.08%
Page
likes
162. blue2purple confidential & proprietaryREMEMBER 19
1. Combining
data
2.
Makes
for
qualitaOve
campaigns
x2
3.
Which
perform
even
beTer
4.
And
are
more
cost
efficient