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Social Media: The Rising Star for Your Digital Marketing Strategy Mike TomitaDirector, Online MarketingMarketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Agenda• The Digital Marketing Mix• Ad Options• Targeting• Measurement• Keys to Success
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20122011 2013 2014 2015 20162010
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Who is your audience?
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Digital Advertising Market Share
8.6%
10.7%12%
35%
33%
31%
2014 2015 2016 (projected)
source: WSJ.com
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Find Your Audience
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The Social Game is Pay-to-Play
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Promoted ImpressionsOrganic Impressions
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Promoted ImpressionsOrganic Impressions
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Lead Generation Ads
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Link Ads
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Video Ads
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Snapchat
Geofilter Lens Video
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The Rise of Snapchat
Snapchatters watch over 10 billion videos per dayBloomberg – As of April, 2016
On any given day, Snapchat reaches 41% of all 18 to 34 year-olds in the United States.Nielsen Media Impact, Reach Duplication, Nielsen Total Media Fusion/GfK MRI Survey of The American Consumer 9/1/2015 – 9/30/2015 (Television, Internet, and Mobile)
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82% 90% 58%
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82% 90% 58%56%
Mobile ONLY
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What are your objectives for each channel?
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Establish Your Advertising Goals
BrandingAcquisitionNurturingRetention/AdoptionUpsell/Cross-Sell
Check All That Apply
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Establish Your Advertising Goals
BrandingAcquisitionNurturingRetention/AdoptionUpsell/Cross-Sell
Check All That Apply
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Identify Your Audience PersonasBackground Pain PointsSources of InformationChannel AffinityPreferred Content Medium
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Define Your Cross-Channel Strategy
Targeting Options
• Location• Language• Age• Gender• Connections
Basic Targeting
• Demographics• Interests• Behaviors
• Job Details• Travel Preferences• Mobile Usage
• 3rd Party Data
Advanced Targeting Retargeting
• Website Visit Frequency• Time Since Website Visit• Website Pages Visited• Purchases• Known Data
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Audience segments are created using 1st party data based attributes & behavior
Unknown users sharing common attributes are
identified using 3rd party data
Your digital ads are targeted to this new audience that mirrors
your best buyer profile
Look-a-Like Audiences
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
What Works for Us• Interests
• Marketing, Competitors, …
• Firmographics• Company, Job Role, …
• Website Retargeting• Days since last visit, non-converters, …
• Database Lists• Revenue Stage, Unopened email, …
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of marketers use single attribution
of marketers attribute across multiple programs
and people
do not use any type of attribution tracking
The Lenskold Group / eMedia Lead Generation Marketing ROI study
45% 21% 20%
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Single-Touch
Paid Search Ad Clicks through,
does not convert and takes no
further action
Social Media Ad Clicks through,
browses the website but takes no further action
EmailClicks through,
and takes action
Makes a purchase or is becomes a sales qualified opportunity
Webinar Registration
Registers for, but does not attend, a
webinar
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Single-Touch
Paid Search Ad Clicks through,
does not convert and takes no
further action
Makes a purchase or is becomes a sales qualified opportunity
$10,000
$10,000
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Multi-Touch
Paid Search Ad Clicks through,
does not convert and takes no
further action
Social Media Ad Clicks through,
browses the website but takes no further action
EmailClicks through,
and takes action
Makes a purchase or is becomes a sales qualified opportunity
Webinar Registration
Registers for, but does not attend, a
webinar
Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Multi-Touch
Paid Search Ad Clicks through,
does not convert and takes no
further action
Webinar Registration
Registers for, but does not attend, a
webinar
Social Media Ad Clicks through,
browses the website but takes no further action
Makes a purchase or is becomes a sales qualified opportunity
$10,000
$3,333
$3,333
$3,333
Email PromotionClicks through,
and takes action
$0
Early Stage Metrics
Late Stage Metrics
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Quantity vs Quality
Paid Search
Social Media
Paid Search
Social Media
Leads Opportunities
+58% +198%
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Key Questions to Address
Which ad channels are working?
Which campaigns are working within a
channel?
How should I allocate budgets between
channels?
How are my channels
performing vs others?
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Map Out Your Plan• Build your digital advertising team• Identify your audience personas• Establish your advertising goals• Define your cross-channel strategy• Allocate your budget
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Hybrid
Build Your Digital Advertising Team
Small Team:• Campaign Management• Creative Services
Large Team:• Social Media Advertising• Data Analysis• Video Production
• Industry Expertise• Shared Vision• Similar Background• Proven Track Record
In-House Agency
In-House
+Agency
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Our Digital Marketing Team
Content
Paid SearchSocial Media
SEOWeb Personalization
Creative Services
SEM AgencySEO Agency
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Takeaways• You have more options than ever – try them all• Start simple and expand when you’re ready• Personalize your ads to cut through the noise• Coordinate across channels and devices• Evaluate success based on your objectives• Think beyond early-stage metrics
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