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In this Internet Summit 2014 session, we dug into creative ways to approach digital media planning and dove into the critical questions to ask when customizing a balanced digital media strategy built for success in 2015 and beyond. What should I spend on mobile? How much should I invest in paid social? When do I stop throwing money at search and shift to display? Should I move some TV budget to YouTube? The audience learned the right questions to ask before formulating their plan. We helped them take an “etch-a-sketch” to the “let’s just continue doing everything we did last year” media planning methodology.
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Multi-Channel Attribution & The Digital Media Food PyramidHow to Plan Your 2015 Media Mix
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 2
About Me
President, Chief Search Artist & Be Found Online12 Years in the Digital Marketing World
Live Tweeting using #ISUM14 and #FoodPyramid
@thegoldendan
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 3
Be Found Online is a values based, analytically-driven digital marketing agency obsessed with helping advertisers drive more revenue, more cost effectively through a broad offering of solutions.
>> Seasoned Team
• Avg. 7 years experience
• 35 Team Members & Growing
>> Full Service
• Paid Media
• Paid Search, Display, Video
• Organic Media
• SEO, Social, Content, Analytics
About Be Found Online
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 4
Today’s Agenda• What’s in a Digital Media Mix?• Mixing Online & Offline Media• Question to Ask Before You Start• Key Factors to Consider• Vertical Examples• 5 Recommendations for 2015
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 5
Disclaimers
I’m biased.I’m a searchaholic.
I still believe in offline media.Even though I steal TV budgets.
Confessions of a #Searchaholic at #ISUM14 at @thegoldendan ‘s #FoodPyramid session.
WHATDETERMINES THE MIX?
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Planning the Perfect Media Mix
How much should I invest
in mobile? Paid social?
When do I stop throwing money at search and
switch to display?Should I move
some TV budget to YouTube?
How do I factor in cross-channel attribution?
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 8
Most Companies Move Like This
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Time to Get Cereal
Follow your nose?Follow the eyeballs!Don’t move too slow.
Toucan Dan says “Follow The Eyeballs” @thegoldendan #ISUM14 #FoodPyramid
MIXING ONLINE&OFFLINE MEDIA
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Digital vs. Traditional
Does my allocation match consumer behavior?
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The Consumption Disconnect
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79%of time online is spent outside search 21%
of time online is spent searching
Time Spent Online
Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing Association; Nielsen, Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org
across websites, mobile, YouTube, and
Gmail & Facebook
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 14
Search“how to find a lawyer”
Read
News article for advice on finding a lawyer
Emailfriend for lawyer advice
VisitLawyer directory site to read reviews and compare
Search“lawyer firm in sacramento”
VisitLaw firm site
Conversion
Multiple Channels Influence Purchase Behavior
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 15
10.4 sources before purchasing
Consumers consult an average of
The traditional “funnel” looks like a bowl of spaghetti.
Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, April 2011
The Consumer Path to Purchase looks like a bowl of spaghetti says @thegoldendan #ISUM14
#FoodPyramid
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 16
Where does your budget come from?
Take last year’s spend and add 5%? Whatever isn’t spent on
TV?
Why is this my digital marketing
budget?
KEY FACTORSTO CONSIDER
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#1: Mobile Growth
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#2: Creating vs. Capturing Demand
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Does your budget account for existing demand channels?
• Does my budget match company acquisition goals?
• Am I spending enough on mobile?• Am I focused on the right social platforms?• Should I start paying to improve my reach
on Facebook?• Is Display & Online video worth the cost?
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 21
Are you getting beat by competitors in demand capture channels?• AdWords Auction Insights Reports
• Use Competitive Monitoring Tools
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#3: Attribution Models
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Attribution Comparison
• Try before you buy!
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Last vs First vs Linear
CURRENTMEDIA MIX METHODS
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The Digital MediaFood Pyramid
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 27
Bottom’s Up vs. Top Down
• Start with your Budget• Allocate across channels• Usually by a % of Total
• Start with your Channels• Fill the Bottom Funnel• Ensure Reach & Frequency
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 28
Start with Demand Capture
1. Maximize Bottom Funnel• Search
• Brand, Core Non-Brand• Retargeting
– Beyond Display with Facebook, Twitter & RLSA’s
2. Maximize Retention Channels– Email, Earned Media, CRO
3. Invest in Conversion Rates– Landing page testing– Offer testing– Dynamic creative
4. Then go after display, online video, & social ads.
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Demand Capture Campaigns Drive Meaty Returns.
Where’s the #DigitalBeef? Its all in the demand capture campaigns says @thegoldendan #ISUM14
#FoodPyramid
INDUSTRYEXAMPLES
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Sample Media Allocations
70%
10%
5%
5%10%
Paid SearchRemarketingSocial AdsContentOnline VideoDisplay
40%
10%10%5%
15%
20%
Paid SearchRemarketingSocial AdsContentOnline VideoDisplay
22
• Small budgets • Large budgets
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Consumer Journey: Auto
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• Info
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Consumer Journey: Retail
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• Info
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Consumer Journey: Finance
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• Info
5 RECOMMENDATIONS FOR 2015
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1There is no pre-builtmix that will work for you.
• It depends on:– Your budget– Your industry– Your experience– Changes in the
marketing world
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2Adapt and shift.
• Don’t plan the year in January– Continually adapt your
media mix
• Utilize auction-based media– Rather than upfront buys
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In this industry, change is the only constant. Employ flexible strategies that follow shifts in your own data.
Adaptive Planning & Optimization
Devices
• Mobile• Tablet• Desktop
Targeting Tactics
• Keyword• Category• Contextual• Demographic
Publishers
• Google• Bing• Facebook• Display Networks• Retargeting
Markets
• Market Level Budget Allocations
DevicesKeywords
& Targeting Tactics
PublishersMarkets
Fluid Bid &Budget Management
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3Keep a test budget.
• Something new will happen in 2015– Plan for it– Try it out
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4Make sure you
look at total cost.
• Understand total budgets– Technology– Internal resources– Opportunity cost– Earned media– Content creation– Staffing– Agency fees– Cost of Not Doing Things Well
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5Mine your own data.
• Paid vs organic media
• Mobile vs desktop vs tablet
• Competition• Social audience• Impression Share• Attribution behavior
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Take an Etch-a-Sketch to last year’s media mix.
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 46
Stay in Touchdan@befoundonline.com
http://www.linkedin.com/dangolden
@thegoldendan
And Join us for drinks tonight!
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 47
Gratuitous Seeding Questions
• How do I convince my boss to re-build our budget from scratch?
• What are the biggest budgeting mistakes you’ve seen?
• How do I justify a testing budget?• What’s with the orange blazer?
Seriously.
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The Digital MediaFood Pyramid
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