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Turn Inc. Confidential Turn Inc. Confidential
Building Brands Programmatically
(by Knowing Your Audience)
Helen Miall
Head of Marketing EMEA
Turn Inc. Confidential
• The modern changing consumer
• What this means and the opportunities for you
‣ WHO do you want to address – know your audiences!
‣ HOW do you want to address them – creative messaging
‣ PLANNING across objectives – branding through to direct response
• Summary
Agenda
Turn Inc. Confidential
Technological advances never cease to surprise us
51% of Italian children aged
9-16 access the internet
daily from a smartphone
or laptop Source: “Net Children Go Mobile”, Oct13
Turn Inc. Confidential
Evolving digital consumer expectations
Brand Participation
Privacy
Social Connectivity
Personalisation
80% of consumers feel that brands do not recognise them as individuals.
Seamless Experiences
Source: IBM Marketing Cloud (May 2015)
Turn Inc. Confidential
If you had one marketing goal, what would it be?
“Reach customers at the moments that most
influence their decisions.”
(Source: McKinsey)
Turn Inc. Confidential
Limitations of the traditional marketing funnel
Planned in silos & executed by stage = loss of customer continuity
Awareness
Interest
Desire
Action
Turn Inc. Confidential
Mobile Video
Poster
TV Ad
Inte
rest
Time
Branding
Branding
Display
Retargeting
e-Commerce
Sale
Loyalty/Advocacy
Direct
Response
Direct
Response
Branding
Traditional single view of the customer buying journey
Website visit
Turn Inc. Confidential
Mobile Video
Poster
Inte
rest Display
Retargeting Site visit
Reality - There are multiple, complex journeys
Mobile Display
In-Store
Sale
Homepage
Takeover
TV Ad
Site Personalisation
Site
Personalisation
Video
Upsell
e-Commerce
Sale
Loyalty/
Advocacy
Cross sell
Time
Turn Inc. Confidential Turn Inc. Confidential
What this means and the opportunities for you
Turn Inc. Confidential
Consumers are defining their own journey.
Maintaining consistency has become very challenging.
“Marketers worldwide ranked the customer
experience as the single most exciting
opportunity in 2015 and beyond”
(Source: eMarketer)
Turn Inc. Confidential
TURN ID: 123
EACH consumer journey can be linked through data
Inte
rest
Time
Anonymous (Persona) Marketing Known (Personalised) Marketing
Looking at latest products
Adventure sports Upsell during
purchase
Email based
on call-to-
action
Personalised
recommendation Abandoned
cart
remarketing
Discount
offer Cross-sell
Affinity message
Call-to-action
Known
Customer
Mobile Video
Desktop Display
Tablet App
Product Page
Shopping Cart
Call Center
In Store
Social
Turn Inc. Confidential
“98% of marketers worldwide said that
‘data (as part of a single customer view)’ was critical
to making sense of the customer journey…
…but <10% had tied together customer data across channels.”
(Source: eMarketer)
Turn Inc. Confidential
WHO do you want to address? The Connected Customer View
• Consolidated view of the consumer
across all touch points
• Brands can analyse their marketing
programmes in context of the whole
picture
• Valuable insights on consumer value,
attitudes, and behaviours
• Attribution – provides foundation for
effective measurement
• Multi-Channel and Multi-Device
optimisation based on facts
Turn Inc. Confidential
Data at the heart of your customer engagement strategy
• A more complete picture of your customers
Acquire unique audience
data from publishers and
partners (2nd party data)
Prospecting
Remarketing
Retention
Lookalike modelling
increases audience reach
Velocity and frequency targeting
identify consumer intent
Data
Management
Platform +
Demand Side
Platform
Enrich with 3rd party data vendors
Centralise your 1st party data
Paid Earned Owned
Website Offline CRM
TURN ID: 123
Turn Inc. Confidential
HOW are you addressing your audiences? Your customers want to be treated differently!
Geography
Type of car
# of children
Occupation
Personal likes
Turin
Fiat Panda 4x4
0
Finance
Walking
Milan
Porsche
1
IT
Break Dancing
Rome
Mini
2
Sales
Yoga
Turn Inc. Confidential
Turn Inc. Confidential
Video
Turn Inc. Confidential
Industry Insights & Opportunities: Automotive
• Currently:
‣ Heavily targeting
Comfortable TV Watchers
• Opportunities:
‣ Successful Homeowners
‣ Active Affluents
Active Affluents
Comfortable TV Watchers
Struggling Aspirationals
Successful Homeowners
Non-Millennials
Vertical Spend by Audience Cluster
Autos
Turn Inc. Confidential
Industry Insights & Opportunities: FMCG
• Currently:
‣ Spending heavily across all
4 clusters
• Opportunities:
‣ Active Affluents
Active Affluents
Comfortable TV Watchers
Struggling Aspirationals
Successful Homeowners
Non-Millennials
Vertical Spend by Audience Cluster
FMCG
Turn Inc. Confidential
Industry Insights & Opportunities: Financial Services
• Currently:
‣ Successful Homeowners
‣ Comfortable TV Watchers,
Struggling Aspirationals
• Opportunities:
‣ Active Affluents
Active Affluents
Comfortable TV Watchers
Struggling Aspirationals
Successful Homeowners
Non-Millennials
Vertical Spend by Audience Cluster
Financial Svcs
Turn Inc. Confidential
Industry Insights & Opportunities: Travel
• Currently:
‣ Successful Homeowners
‣ Comfortable TV
Watchers
• Opportunities:
‣ Active Affluents
Active Affluents
Comfortable TV Watchers
Struggling Aspirationals
Successful Homeowners
Non-Millennials
Vertical Spend by Audience Cluster
Travel
Turn Inc. Confidential
Evans Cycles: +100 Audience Segments
Objective:
Gather a single customer view about cyclists’ online behaviour to increase campaign
efficiency, across branding and performance objectives
Solution:
Centralise data and insights from media campaigns to optimise performance.
+100 anonymous audience segments created with demographic and location nuances.
Findings & Actions:
•Seasonal audience online media consumption differed from core audience - sites such as
eBay and The Guardian, as well as cycling websites
47% improvement in acquisition costs
80% YOY increase in sales attributed to this campaign
Turn Inc. Confidential
Objective:
Learn more about their audiences who bought saloon vs those who bought SUVs.
Solution:
CRM data from loyal customers was compared with 3rd party customer data.
Findings & Actions:
•SUV owners were families, more likely to own skis.
•Creative executions should have winter feel
•Saloon drivers were younger and x3 more likely to use Android phones
•Rework messaging around Bluetooth not iPhone compatability
Changing creative = Overall 50% reduction in cost per lead.
Car Manufacturer: Using Data to Improve Creative Messaging
Turn Inc. Confidential
2 phase approach:
• First 3 weeks – BRAND ENGAGEMENT
‣ Focus on driving sales awareness and mass
user engagement
‣ Targeted to gift recipients
‣ Data pool built driven by high impact formats
and video pre-roll
• Second 3 weeks – PERFORMANCE
‣ Focused on driving sales and re-engaging
users seen in phase one (Flextag)
‣ Formats used were standard display
‣ Targeted to gift giver
‣ Retargeting and dynamic creatives used
• Campaign metrics very positive:
‣ Impressions +97%
‣ Clicks +271% and CTR +85%
‣ Device, day-part and geo targeting helped drive
optimal performance
‣ Device strategy varied by objective
‣ Audience skew different for festive period
• Bottom line impact:
‣ Revenue +171%
‣ Transactions +154%
‣ ROI +29%
Turn Inc. Confidential
• Put the customers and their journey at the heart of your approach
• Use data to define your audiences and to seek out their differences
• Engage your customers through personalisation to empower your
marketing
In summary
Turn Inc. Confidential Turn Inc. Confidential
Questions?