The Dimensions of Digital Marketing. By: Ori Oron Co-founder and CTO

Transcription

1 The Dimensions of Digital Marketing By: Ori Oron Co-founder and CTO

2 By: Ori Oron Co-founder and CTO, Booya Digital

3 Revolution Digital

4 We all want to convert more and more profitably Business profitability = Focused, innovative marketing

5 Digital marketing: 4 Dimensions 1 Audience 2 Assets 3 Rentals 4 Analysis

6 Audience Assets Rentals Analysis It's All About Change: Technology changes rapidly and so do People The Where The Way The How

7 Audience Assets Rentals Analysis % for 90% Of the internet of first media time engagements consumption the amount are of is conversions screen done with based mobile made (Google) devices. on mobile devices has exceeded i.e. Smartphones desktop or tablets. conversions.

8 Audience Assets Rentals Analysis Consumers move between multiple devices to accomplish their goals The New multi screen world, Google

9 Audience Assets Rentals Analysis Main Changes of the online engagement: - Spontaneous Search Is mobile (products, info, planning) - Shopping is a Multi screen activity - Shopping is multi platform activity (search, social, , app) Customer conversion is a journey, made out of moments of engagements

10 Audience Assets

11 23 24 Audience Assets Rentals Analysis Digital Assets: "An asset is a resource with economic value that an individual, corporation or country owns or controls with the expectation that it will provide future benefit." ( Asset is an investment Asset needs maintenance!!!

12 23 24 Audience Assets Rentals Analysis What are our digital Assets? Websites Pages on Social Media Mailing Lists

13 MAINTENANCE Audience Assets Rentals Analysis Our Website: Long Term Goal: To strengthen customer trust and favorability to our Brand. The User Experience: - Appearance - The message - Content relevance - Ease of use

14 23 24 Audience Assets Rentals Analysis When will a website become an asset? When it becomes well known: When relevant web sites refer to our website s content as a source of knowledge or service. (SEO, Search Engine Optimization)

15 Competition SEO - Search & Strategy Competition Flight Trip Head Cheap Flights Low-Cost Flight Audience Assets Rentals Analysis The Long Tail Theory, Chris Anderson 2004 Query Size and focus 50% searches > 4 words Long Tail Cheap Flights to Nairobi. Cheap Flight tickets to Nairobi Israel Nairobi cheap flights Best Low Cost Flight Companies Israel Nairobi

16 23 24 Audience Assets Rentals Analysis

17 Social Media Audience Assets Rentals Analysis Consumers: Social network is where people spend their time. Business: The social network is where we build trust and brand perception. Evaluate You - Amusement - Reviews - Gossip - Get Or Give Ideas - Show off - Consume Media The Value

18 Audience Assets Rentals Analysis Social Media Main benefits: Get a direct contact with our audience - Hear what they re thinking of us (for better and for worse) - Motivate our audience to be our ambassadors

19 Social Media Audience Assets Rentals Analysis When will a Facebook page become an asset? - When it has a lot of active and relevant fans. - When our fans can be reached (Maintenance) Give them value and they will come

20 Audience Assets Rentals Analysis Social Media Either write something worth reading or do something worth writing. Benjamin Franklin

21 Mailing List Audience Assets Rentals Analysis - Personal - Mobile - A Relationship (Trust) - Hard to Build Easy to rouin

22 23 24 Audience Assets Rentals Analysis Mailing List - Segmentation The more segmented our list is, the more accurate we can be with the messages we send. - Birthday greetings - What to do on their upcoming trip - Ideas on planning their next trip - Special deals that suit timing and interests (profiling)

23 23 24 Audience Assets Rentals Analysis Brand Perception Philip Kotler: The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.

24 Assets Rentals

25 Audience Assets Rentals Analysis Advertising 24 Advertising Asset Advertising = The spur of the moment Advertising = Attention

26 Audience Assets Rentals Analysis Advertising 24 How can we draw their attention in the online world?

27 Audience Assets Rentals Analysis Advertising 24 When can we meet consumers in the multi screen world? Consume media Spontaneous Social media search

28 Audience Assets Rentals Analysis Advertising Ads Service Methods - Facebook ads & promoted posts - Google Ads - The Display Media - Remarketing 24

29 Audience Assets Rentals Analysis Facebook Ads & Promoted Posts Example: We create Men a need in their by serving thirties that ads love or post extreme like ads sports to segmented and wild vacations, audiences. with annual wage of 30K$, i.e. Gender, from southern hobbies, France Age, Interests 24

30 Audience Assets Rentals Analysis Google Ads on search Audiences - Keywords are based looking ads for a need - Bidding Provide based it ads - ppc Convince make a call to action 24 Google Ads Organic Results

31 Frankfurt London

32 Audience Assets Rentals Analysis Remarketing 24 serving our ads to audiences we already engaged in the past, Audiences that already visited our landing pages & website: - Google Display Media - Facebook & Instagram - Twitter - LinkedIn -

33 Audience Assets Rentals Analysis The Display Media (Google): 24 - A page will display ads, relevant to it s content (campaign definitions) - Bidding Based

34 Audience Assets Rentals Analysis Remarketing 24

35 Audience Assets Rentals Analysis Dynamic Remarketing - Complementary products - Expand deals 24 - New/More products Google displays ads based on skyscanner s segmentation: People how looked for fly tickets to Africa and did not convert

36 Rentals Analysis

37 Audience Assets Rentals Analysis Analysis Data > Analysis > Insights > actions

38 Audience Assets Rentals Analysis Analysis Data > Analysis > Insights > actions - Analysis brings us from darkness to light. - Marketing Expenses Over revenue - Improve our performance in every point of the way. - Build goals and remarketing lists. (Google Analytics to Display) Analysis is A challenge!!!

39 Audience Assets Rentals Analysis Analysis Sample: The Attribution Challenge: A common customer s Journey To Conversion (10%): 1. Facebook promoted post 2. Searched the post on google - (Organic) 3. After a week, he was exposed to remarketing banner that offered 20% discount NOW... > He converted 1000$ Which one attributed of those marketing more??? activities (when checking can be regarded expenses as over the revenue) converting one???

40 The four dimensions of digital marketing: 1 Audience 2 Assets 3 Rentals 4 Analysis

41 1 2 3

42 Thank You Ori Oron Co-founder & CTO, Booya Digital