Our big journey. Group CMO Tore Pein Jensen

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1 Our big journey Group CMO Tore Pein Jensen

2 6 doubling revenue in 4 years Marketing growing from 4 to 130 people in 4 years Company value grown from 1.3 to billion DKK in 2 years

3 What makes marketing fun at momondo? Marketing drives revenue, not only communication Unlimited resources, as long as we hit CM No restraints in markets, but optimizing marginal costs Customer Journey with signals about real intent

4 Marketing Growth Framework

5 We dare to think BIG Create highest possible revenue growth with a profitable strategy through marketing and product innovation

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8 We are outspend by huge competitors Brexit xxx Outspend us with X3 on TV advertising Outspend us with X3 on online marketing xxx xxx

9 Basic ROI principles guiding our growth strategy All activities have simple & clear goals Total investment All new revenue is invested with break even on commercial margin Country X Growth Potential vs Delta ROI Activity X Time to Breakeven translated to ROI

10 Our markets have different investment levels and it can change rapidly PPC, SEO Low spend Seeding markets China, Brazil, Mexico etc. PPC & SEO Higher spend Ongoing markets Netherlands, Romania, Ukraine, Poland etc. PPC, SEO PR Agency Ongoing markets+ UK, US, Turkey Offline & Digital campaigns, heavy PPC, PR Agency Core markets Denmark, Finland, Norway, Sweden, Russia, Germany, Portugal, Spain, Italy, France, Switzerland, Austria

11 Agility is key, so we needed to kill the middleman Media agency momondo agency ADS 175M KW S 185M AUCTIONS PER MONTH 85M

12 In an extreme-changing-environment agility and iteration is key to winning Changing, again, again. Analyze Strategy Plan Execute Report Iterate, iterate & iterate

13 I have for a long time dreamed about a world where we could Optimize and plan TV advertising like digital and in real-time and thereby React instantly on competitor activities and own media effectiveness across platforms

14 TV advertising in 12 countries optimized with own optimization setup momondo Optimization models running in-house Product Spot Channel Placement - time

15 As the first company in Europe we have build our own trading platform giving us much faster and agile optimization setup than any competitor momondo Performance/KPIs Trading platform Media data Media Admin. access User access User access Media agency

16 LET'S OPEN OUR WORLD

17 18 countries, more than 7000 people: Travel makes us more open-minded 61% believe there would be les intolerance in the world if people travelled more 75% say, that travelling has given them a more positive view on people from countries they have visit 76% also say that travelling has given them a more positive view on other cultures in general

18 P R E S E N T S THE DNA JOURNEY MY own DNA 46% Western Europe, 36% Scandinavia, 12% Great Britain, 3% Ireland, 2% East Europe and 1% Northwest Russia

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20 FACEBOOK VIRALITY SPARKING MEDIA ATTENTION 3 million views 6 million views 8 million views 30 million views 50 million views 70 million views 100 million views 130 million views 150 million views 193+ million views

21 SECOND VIRAL SPIKE Driven by virality in the US after the presidential election YouTube Views

22 Results after only 3 month +200 mio. video views 8.6 mio. likes, comments and shares 500+ articles in the media 4.4B online readership participants in competition

23 SUMMARIZE: 3 THINGS THAT WORKS FOR US Brand purpose as a guiding principle Marketing as a business discipline Value based leadership as a cornerstone

24 Thank you.and a big hug from the guys that make it happend