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The big secret marketing is still difficult
1. The big secret:
Marketing is still difficult
Or what no one wants to admit about technology
There’s no magic potion for executing a successful marketing
campaign through digital channels. Technologies, such as
SSPs, DSPs and RTB are already showing their limitations
See blog post at http://thethingis.typepad.com
David Levy
Thought leadership for digital business
david@davidlevy.net
http://thethingis.typepad.com
3. Not all of them buy your products and services
Some of them bought once but have not done so again
Some like your advertising and have clicked on banners
Some come to your site to look at content
Some just browse
4. Most of your revenue comes from a small group, say 33%
6. Double revenue by doubling the audience, via SCALE
• Once you get another
“set” of customers,
you should see a
similar distribution of
buying patterns
• By doubling the
audience, you have
also acquired another
33% “slice” of buyers
7. Or convert more people into buyers via EFFICIENCY
• Use CRM, offers and
better data to
stimulate purchase
from those who hadn’t
before
• While the total
audience is still the
same, the “slice” of
buyers has now
doubled
8. Generally, companies have to make a trade off.
Conventional wisdom suggests that doubling
your audience via scale--say through search or
display advertising—is easier yet wasteful than
doubling your audience via efficiency—say by
executing a sophisticated data driven customer
relationship marketing strategy to cross-sell and
up-sell your existing audience which is more
complex
9. The solution: Technology to the rescue!
The phenomena of real time bidding (RTB),
supply side platforms (SSPs) and demand side
platforms (DSPs) and a host of other alphabetic
technologies were supposed to allow
marketers to do both…first via efficiency,
then through scale
10. First get efficient: Learn what motivates your audience to buy
Through testing, …apply those You have the
you can understand lessons to the rest insights and data
what motivate of the audience, you need to convert
these folks to buy, and, Voila!... more browsers into
then… buyers...there’s
your efficiency
11. Now Scale it!
Apply algorithms, appended data and smart
analytics to acquire new audiences that are more
likely to buy your products and services.
In other words, stop wasting your money
attracting the people who merely browse.
Only acquire the buyers…and get them
every time!
12. Point your rtb/ssp/dsp at more profitable audiences
Media buying and selling
technologies give you efficiency in
buying at scale
13. One day, and soon!, you can be 100% efficient
Machine: “Only acquire purchasing
customers”
14. The things is…the audiences don’t scale
Yikes! You’re only more efficient.
15. There is no magic potion, or technology
Media buying and selling technologies
help you manage your marketing portfolio
16. Manage your portfolio. You need to do it all!
You need to raise awareness
You need to get audiences at scale
You need to be efficient
You need to build relationships
You need to be social
