Maximising Your Media Mileage with Performance Marketing

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iProspect Canada

Maximizing Your Media Mileage with Performance Marketing

Marketing

2
Guillaume Bouchard
CEO, iProspect Canada

Traffic Generation
Content
Marketing
Natural
Search
Performance
Display
Paid Social
Media
Paid
Search
Creative
Experience
Structured Data &
Feeds
Digital
Platforms
Conversion
Optimisation
Data & Analytics
Analytics & Conversion #1-2
Global spend
Google Adwords
#1
Global Spend
Facebook Ads
Our Clients
+ 100 clients
in every vertical
90+ experts in Toronto & Montreal
3500+ experts in 50 countries

Advertiser’s
Challenges in the
Digital Economy

1. Budget Decisions
Source: Eisenberg Holdings
Companies spend $92
bringing customers to
their site, but only $1
converting them.

2. Rise of Media Costs
Due to increased levels of
competition and market
contraction, the cost of media,
both offline and online, keeps
rising.

3. Increasing pressure to prove ROI
Marketers are always
negotiating to secure
adequate budgets, whilst
constantly being required to
demonstrate clear ROI.
Meanwhile, procurement
tries to drive the costs down

4. Flaws in Media Buying Processes
Plan Buy Post-Analysis + Insights
Plan Buy
Real-time Optimization
Media Buying in the Traditional Economy
Media Buying in the Digital Economy
Post- Analysis + Insights

Media Optimisation Needs Will Vary
Non-linear needs in resources according to:
● Campaign Type
● Selected Media Channels
● Campaign Reach/Targeting
● Advertiser’s digital ecosystem

Finding the Right Balance to Maximise Performance
Quantity +
Quality of
Expertise
Media
Budget
Ratio

Earn it, don’t (over) pay for it!
Paid Search vs Organic Search
● Search is a balancing act
● Don’t rely too much on one or the other

Laser-Focus Targeting & Remarketing
Get as relevant as you can,
as if it was a 1 on 1 relationship.

Beautiful Basics
Don’t go for big shiny
objects before you master
the best practices of a
marketing channel.

Conversion Optimisation
● Experiment to improve
constantly.
● Use the power of digital to
test traditional media

People
● Not all marketing channels are created equal. They
require different amount of work.
● Work with your agency to find the optimal point
between workforce and media.

Case 1: Under performing
Net
Media
Spend
Net
Workforce
Costs
Performance
5%
95%

Case 2: Optimal performance
Performance
17%
83%
Net
Media
Spend
Net
Workforce
Costs

Find the right balance between Organic and Paid search
Nurture a testing culture and
apply your learnings to all your marketing channels
Master a channel before venturing on the next big thing
In short...
Hit the sweet spot between the right amount of people
and media for each channel/initiative. Not all media are created equal.

For more details:
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Whilst OPM studies have shown consistent growth in affiliate marketing & lead generation, what is happening in the wider performance mix - with paid social, paid search and programmatic - is certainly worth keeping an eye on. The link between affiliate marketing and performance media is increasingly prevalent, what with the channel's ability to reward super affiliates, an increase in quality content publishers and the rise in attribution and automation. The desire for a cross-channel performance journey is increasing as the approaches and strategies of yesterday head for the door. Under the impression that looking at the affiliate channel in a silo with separate budgets, goals and outcomes may not be the wisest move, Nick Cristal of UK performance agency Maxus will lay out the inner workings of a unified performance strategy whilst exploring the opportunities, tools, methodologies and mindsets required by media owners, affiliates and advertisers. Attendees can expect a highly in-depth review of the multi-channel way of working, and methods of getting this into their campaigns.

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