Whats Hot in Digital Marketing?
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WHAT’S HOT IN DIGITAL MARKETING?July 26, 2011
@AaronGoldman#OMSCHI
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Heat-o-Meter
Companies
Channels
Macro Trends
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COMPANIESFeeling Hot, Hot, Hot!
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Groupon
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Groupon
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Groupon
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Groupon
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Apple
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Apple
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Apple
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Microsoft
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Microsoft
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Microsoft
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Yahoo
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Yahoo
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Yahoo
Source: SEMPO State of Search 2011
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CHANNELSThe Heat is On!
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Social
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Social
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Social
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Social
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Social
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Mobile
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Mobile
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Mobile
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Mobile
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Mobile
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Local
Local Ad Spending (2010-2014, $Billion) Source: BIA/KelseyYear Traditional Online Traditional
ShareTotal
2010 $113.6 $19.6 85% $133.32011 119.2 23.0 83 133.22012 110.4 26.8 80 137.32013 109.3 30.9 78 140.22014 110.0 35.2 76 145.2
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Local Ad Spending (2010-2014, $Billion) Source: BIA/KelseyYear Traditional Online Traditional
ShareTotal
2010 $113.6 $19.6 85% $133.32011 119.2 23.0 83 133.22012 110.4 26.8 80 137.32013 109.3 30.9 78 140.22014 110.0 35.2 76 145.2
Local
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Local Ad Spending (2010-2014, $Billion) Source: BIA/KelseyYear Traditional Online Traditional
ShareTotal
2010 $113.6 $19.6 85% $133.32011 119.2 23.0 83 133.22012 110.4 26.8 80 137.32013 109.3 30.9 78 140.22014 110.0 35.2 76 145.2
Local
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Local Ad Spending (2010-2014, $Billion) Source: BIA/KelseyYear Traditional Online Traditional
ShareTotal
2010 $113.6 $19.6 85% $133.32011 119.2 23.0 83 133.22012 110.4 26.8 80 137.32013 109.3 30.9 78 140.22014 110.0 35.2 76 145.2
Local
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Local
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Video
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Video
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Search
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Search
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Search
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Display
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Display
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Display
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Display
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MACRO TRENDSIf You Can’t Stand the Heat, Get Out of the Kitchen!
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Automation
Source: SEMPO State of Search 2011
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Dynamic SEM Merchandising
Attributes
Store: 123Metro: MSPCity: BloomingtonCategory: Living RoomSubCategory: SofaSize: LargeBrand: King’sItem SKU: 527 510 480 10Name: Soft FieldColor: Lime GreenPrice: $550.00Inventory: 12
Auto Keyword Expansion
Category + BrandSub-Category + BrandCategory + Color + BrandBrand + Sub-Category Brand + CategoryBrand + NameName + ColorSize + NameName + BrandBrand + LocationLocation + InventoryCategory + Location
Auto Campaign & Ad Group Creation
Dynamic Ad Creation
King’s Soft Field SofaOnly 12 left at $550.00.Price Match Guaranteewww.acme.com/LivingRoom/Sofa
PriceKeyword Combos
Promotions
Category
Brand
Inventory
58
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Dynamic SEM Merchandising
Attributes
Store: 123Metro: MSPCity: BloomingtonCategory: Living RoomSubCategory: SofaSize: LargeBrand: King’sItem SKU: 527 510 480 10Name: Soft FieldColor: Lime GreenPrice: $550.00Inventory: 12
Auto Keyword Expansion
Category + BrandSub-Category + BrandCategory + Color + BrandBrand + Sub-Category Brand + CategoryBrand + NameName + ColorSize + NameName + BrandBrand + LocationLocation + InventoryCategory + Location
Auto Campaign & Ad Group Creation
Dynamic Ad Creation
King’s Soft Field SofaOnly 12 left at $550.00.Price Match Guaranteewww.acme.com/LivingRoom/Sofa
PriceKeyword Combos
Promotions
Category
Brand
Inventory
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Top 500 internet retailer drives 200%+ increase in ROI through dynamic campaigns
ROI increased on average from $ 2.94 to $ 6.41
2.6 Million Keywords and 1.5 Million Ads Created into Highly Granular Campaigns (categories, styles, SKUs)
Proof Point
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Real-time URL Monitoring
Turnkey Solution for Maintaining Optimal Landing Pages– Uses web-bot (does not scrape live ads) – Triple error verification to reduce false positives– Minimal website footprint (loads code only, no image rendering)– Provides alerts that can be immediately acted on to repair campaigns
Website Errors
• 404 Page Not Found
• Extraneous Load Times
Redirection Errors
• Too many redirects• Tracking
parameter causes broken link
Out of Date Errors
• Product not found• Promotion ended
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URL Monitoring
Turnkey Solution for Maintaining Optimal Landing Pages– Uses web-bot (does not scrape live ads) – Triple error verification to reduce false positives– Minimal website footprint (loads code only, no image rendering)– Provides alerts that can be immediately acted on to repair campaigns
Website Errors
• 404 Page Not Found
• Extraneous Load Times
Redirection Errors
• Too many redirects• Tracking
parameter causes broken link
Out of Date Errors
• Product not found• Promotion ended
Random Sample of 10 Kenshoo Watchdog Users:
3.21% of all links checked were brokenAverage value of a single broken link: $54.37
(Based on 7 day look-back for ad spend)
Proof Point
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Integration
Source: SEMPO State of Search 2011
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Connect the Dots Offline
Call Conversion Optimization
Promotion Conversion Optimization
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Connect the Dots Offline
Call Conversion Optimization
Promotion Conversion Optimization
B2C Furniture Retailer Gets Big Lift
Accounting for Offline Phone Conversions
Driven by SEM
31% of total revenue driven offline38% increase in Average Order Value130% increase in ROI
Proof Point
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Attribution
Source: SEMPO State of Search 2011
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Give Credit Where It’s Due
Keyword 1
Green T-ShirtGreat PricesT-shirt.com
Blue T-ShirtGreat PricesT-shirt.com
Keyword 2
Red T-ShirtXL Size Available
T-shirt.com
Keyword 3
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Most advertising tracking systems report and act on only the last click prior to purchase
6 0 %2 5 %1 0 %5 % 4 0 %1 0 %1 0 %4 0 % 2 5 %2 5 %2 5 %2 5 % 1 0 0 %0 %0 %0 % (Last Click)
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
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Give Credit Where It’s Due
Keyword 1
Green T-ShirtGreat PricesT-shirt.com
Blue T-ShirtGreat PricesT-shirt.com
Keyword 2
Red T-ShirtXL Size Available
T-shirt.com
Keyword 3
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Most advertising tracking systems report and act on only the last click prior to purchase
6 0 %2 5 %1 0 %5 % 4 0 %1 0 %1 0 %4 0 % 2 5 %2 5 %2 5 %2 5 % 1 0 0 %0 %0 %0 % (Last Click)
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
14% increase in Facebook revenue for apparel advertiser with 1st click attribution
Proof Point
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Search + Social = 3
Top 100 Internet Retailer running DR search and social campaigns on Kenshoo platform, both with positive ROI 20% of all conversion paths showed ad clicks from more than one channel (search and social)– Over 1/3 had brand queries in the path to conversion– Consumers discover brand on FB and then search for it by name
Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths Source: Kenshoo Social
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Kenshoo Case Study – Search & Social
Top 100 Internet Retailer running DR search and social campaigns, both with positive ROI 20% of all conversion paths showed ad clicks from more than one channel (search and social)– Over 1/3 had brand queries in the path to conversion– Consumers discover brand on FB and then search for it by name
Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths Source: Kenshoo Social
Kenshoo.com/WebinarRegistration