Dan Golden's 2015 Digital Marketing Food Pyramid Session

Multi-Channel Attribution & The Digital Media Food PyramidHow to Plan Your 2015 Media Mix

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 2

About Me

President, Chief Search Artist & Be Found Online12 Years in the Digital Marketing World

Live Tweeting using #ISUM14 and #FoodPyramid

@thegoldendan

https://twitter.com/hashtag/ISUM14?src=hash


Be Found Online is a values based, analytically-driven digital marketing agency obsessed with helping advertisers drive more revenue, more cost effectively through a broad offering of solutions.

>> Seasoned Team

• Avg. 7 years experience

• 35 Team Members & Growing

>> Full Service

• Paid Media

• Paid Search, Display, Video

• Organic Media

• SEO, Social, Content, Analytics

About Be Found Online


Today’s Agenda• What’s in a Digital Media Mix?• Mixing Online & Offline Media• Question to Ask Before You Start• Key Factors to Consider• Vertical Examples• 5 Recommendations for 2015


Disclaimers

I’m biased.I’m a searchaholic.

I still believe in offline media.Even though I steal TV budgets.

Confessions of a #Searchaholic at #ISUM14 at @thegoldendan ‘s #FoodPyramid session.

WHATDETERMINES THE MIX?


Planning the Perfect Media Mix

How much should I invest

in mobile? Paid social?

When do I stop throwing money at search and

switch to display?Should I move

some TV budget to YouTube?

How do I factor in cross-channel attribution?


Most Companies Move Like This


Time to Get Cereal

Follow your nose?Follow the eyeballs!Don’t move too slow.

Toucan Dan says “Follow The Eyeballs” @thegoldendan #ISUM14 #FoodPyramid

MIXING ONLINE&OFFLINE MEDIA


Digital vs. Traditional

Does my allocation match consumer behavior?


The Consumption Disconnect


79%of time online is spent outside search 21%

of time online is spent searching

Time Spent Online

Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing Association; Nielsen, Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org

across websites, mobile, YouTube, and

Gmail & Facebook


Search“how to find a lawyer”

Read

News article for advice on finding a lawyer

Emailfriend for lawyer advice

VisitLawyer directory site to read reviews and compare

Search“lawyer firm in sacramento”

VisitLaw firm site

Conversion

Multiple Channels Influence Purchase Behavior


10.4 sources before purchasing

Consumers consult an average of

The traditional “funnel” looks like a bowl of spaghetti.

Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, April 2011

The Consumer Path to Purchase looks like a bowl of spaghetti says @thegoldendan #ISUM14

#FoodPyramid


Where does your budget come from?

Take last year’s spend and add 5%? Whatever isn’t spent on

TV?

Why is this my digital marketing

budget?

KEY FACTORSTO CONSIDER


#1: Mobile Growth


#2: Creating vs. Capturing Demand


Does your budget account for existing demand channels?

• Does my budget match company acquisition goals?

• Am I spending enough on mobile?• Am I focused on the right social platforms?• Should I start paying to improve my reach

on Facebook?• Is Display & Online video worth the cost?


Are you getting beat by competitors in demand capture channels?• AdWords Auction Insights Reports

• Use Competitive Monitoring Tools


#3: Attribution Models


Attribution Comparison

• Try before you buy!


Last vs First vs Linear

CURRENTMEDIA MIX METHODS


The Digital MediaFood Pyramid


Bottom’s Up vs. Top Down

• Start with your Budget• Allocate across channels• Usually by a % of Total

• Start with your Channels• Fill the Bottom Funnel• Ensure Reach & Frequency


Start with Demand Capture

1. Maximize Bottom Funnel• Search

• Brand, Core Non-Brand• Retargeting

– Beyond Display with Facebook, Twitter & RLSA’s

2. Maximize Retention Channels– Email, Earned Media, CRO

3. Invest in Conversion Rates– Landing page testing– Offer testing– Dynamic creative

4. Then go after display, online video, & social ads.


Demand Capture Campaigns Drive Meaty Returns.

Where’s the #DigitalBeef? Its all in the demand capture campaigns says @thegoldendan #ISUM14

#FoodPyramid

INDUSTRYEXAMPLES


Sample Media Allocations

70%

10%

5%

5%10%

Paid SearchRemarketingSocial AdsContentOnline VideoDisplay

40%

10%10%5%

15%

20%

Paid SearchRemarketingSocial AdsContentOnline VideoDisplay

22

• Small budgets • Large budgets


Consumer Journey: Auto


• Info


Consumer Journey: Retail


• Info


Consumer Journey: Finance


• Info

5 RECOMMENDATIONS FOR 2015


1There is no pre-builtmix that will work for you.

• It depends on:– Your budget– Your industry– Your experience– Changes in the

marketing world


2Adapt and shift.

• Don’t plan the year in January– Continually adapt your

media mix

• Utilize auction-based media– Rather than upfront buys


In this industry, change is the only constant. Employ flexible strategies that follow shifts in your own data.

Adaptive Planning & Optimization

Devices

• Mobile• Tablet• Desktop

Targeting Tactics

• Keyword• Category• Contextual• Demographic

Publishers

• Google• Bing• Facebook• Display Networks• Retargeting

Markets

• Market Level Budget Allocations

DevicesKeywords

& Targeting Tactics

PublishersMarkets

Fluid Bid &Budget Management


3Keep a test budget.

• Something new will happen in 2015– Plan for it– Try it out


4Make sure you

look at total cost.

• Understand total budgets– Technology– Internal resources– Opportunity cost– Earned media– Content creation– Staffing– Agency fees– Cost of Not Doing Things Well


5Mine your own data.

• Paid vs organic media

• Mobile vs desktop vs tablet

• Competition• Social audience• Impression Share• Attribution behavior


Take an Etch-a-Sketch to last year’s media mix.


Stay in [email protected]

http://www.linkedin.com/dangolden

@thegoldendan

And Join us for drinks tonight!


Gratuitous Seeding Questions

• How do I convince my boss to re-build our budget from scratch?

• What are the biggest budgeting mistakes you’ve seen?

• How do I justify a testing budget?• What’s with the orange blazer?

Seriously.


The Digital MediaFood Pyramid

Dan Golden's 2015 Digital Marketing Food Pyramid Session

Marketing

Transcript of Dan Golden's 2015 Digital Marketing Food Pyramid Session