Audience-first:

the best digital marketing strategy

Name: Lilia Dikova

Position: Head of Digital

Company: Make it Cheaper

Industries: FMCG, Travel, Publishing, Utilities and Finance

Biggest passion in my life: Digital Marketing

Second biggest passion in my life: History

A bit about me...

● Who is this talk targeting?

● What is the objective of this talk?

● What is the current digital landscape?

● How to employ audiences to step change your digital strategy?

● Connect on LinkedIn to receive the slides

A bit about this talk….

Traditional and digital media landscape usage

Traditional and digital media landscape usage

Traditional and digital media landscape usage

30% of the adults consume

more than 3 different media in any half hour

Consumer touch points today

Audience-first in an Omni-channel environment

Cross-channelMulti-channel Omni-channel

Why are audiences important

Offer a relevant experience

Grow revenues

A

B

Put the customer first

Increase effectiveness

C

D

Make it cheaper - case study

Utilised key partnerships

Key online audience behaviours

A

B

Key trades by occupation

Multiple channel audiences

C

D

Make it cheaper - case study

Utilised key partnerships

Key online audience behaviours

A

B

Key trades by occupation

Multiple channel audiences

C

D

2.5CVR

Make it cheaper - case study

Utilised key partnerships

Key online audience behaviours

A

B

Key trades by occupation

Multiple channel audiences

C

D

30%CPA

Make it cheaper - case study

Utilised key partnerships

Key online audience behaviours

A

B

Key trades by occupation

Multiple channel audiences

C

D

£££

Types of audience data

Types of audience data

1st party - our own data and still the best qualityA

2nd party - group, partners, preferred publishers data

1st party - our own data and still the best qualityA

B

Types of audience data

2nd party - group, partners, preferred publishers data

1st party - our own data and still the best qualityA

B

3rd party - data bought from another entity to increase scale

C

Types of audience data

2nd party - group, partners, preferred publishers data

1st party - our own data and still the best qualityA

B

Similar audiences - mirroring all of the above

3rd party - data bought from another entity to increase scale

C

D

Types of audience data

Audience type: 1st Party

Highest Quality | Smallest Scale

Slice and dice by product for Xsale and suppression

Upload CRM data to check match ratesA B

Launch similar audiences or LAL and dedupe

Chop cookies based on website behaviourC D

PRO TIPS

Audience data cube - 1st party email lists

Products

Categories

A

B

All data

C

All data

Audience data cube - 1st party email lists

Products

Categories

A

B

All data

C

All data

Category 1

Category 2

Category 3

Audience data cube - 1st party email lists

Products

Categories

A

B

All data

C

All data

Category 1

Category 2

Category 3

Product1

Product1

Product1

Product2

Product2

Product2

Product3

Product3

Product3

All data

C1C1 C1

Audience data cube - 1st party website cookies

Action based

Page types

A

B

All users

C

All users

Audience data cube - 1st party website cookies

Action based

Page types

A

B

All users

C

All users

Content Pages 1

Product Pages 2

All users

PT1 PT1

Audience data cube - 1st party website cookies

Action based

Page types

A

B

All users

C

All users

Content Pages 1

Product Pages 2

Sign-ups1

Leads1

Video views2

Calls2

Page links3

Conversions3

All users

PT1 PT1

Audience type: 2nd Party

High Quality | Medium Scale

Create data exchange with preferred partners or publisher

Use pools from company microsites or group website

A B

Be compliant!Onboard a DMPC D

PRO TIPS

Data management platforms - how it works

CRMSales Display SearchSocial Email

Analytics - Behaviour

Data management platforms - how it works

Normalise DataSegmentation and Targeting

Attribution | Tracking | Research

CRMSales Display SearchSocial Email

Analytics - Behaviour

Data management platforms - how it works

Dynamic Website

Normalise DataSegmentation and Targeting

Attribution | Tracking | Research

CRMSales Display SearchSocial Email

Analytics - Behaviour

Online channels Email automation

Digital OOH

Audience type: 3rd Party

Uncertain Quality | Largest Scale

Make full use of the attributes: interests, demography, purchase intent and location

Use online behaviour and recency wisely

A B

Don’t go too narrow too early!Create a hierarchy of traits and attributes

C D

PRO TIPS

Narrowing down too early!

Narrowing down too early!

Target: +25, Sheffield, Male, Interests: Cars; Travel, In-Market: BMW and Engagement rings

Audience targeting per channel

GDN + Google Ads Facebook Audience Bing Audience Ads

Customer/email match ✔ ✔

Remarketing lists ✔ ✔ ✔

Similar audiences ✔ ✔

Product audiences ✔ ✔ ✔

In-Market audiences ✔ ✔ ✔

Placement targeting ✔ ✔

Affinity/interest audiences ✔ ✔

Demographic, device ✔ ✔ ✔

Location ✔ ✔ ✔

Align audience type according to the funnel and KPIs

ADVOCACY

AWARENESS

FAMILIARITY

CONSIDERATION

PURCHASE

Primary• Traffic• Building

audiences for retargeting

• Generating leads

ORGANIC CHANNELS PAID CHANNELS

3rd 2nd 1st

MIX

OBJECTIVES

Secondary:• Conversion• Audience size

Primary• Conversion• Retargeting• Generating leads

1st 2nd 3rd

MIX

OBJECTIVES

Audience targeting matrix

Ta

rge

tin

gL

ow

Hig

h

Profiling

Segmenting

Channels

Personalisation

Reach

Low High

PPC

Final advert after intent has

been created

Facebook Ad

We retarget user with a

vertical specific ad

Paid Native

Contextual targeting

based on content

Programmatic

Prospecting

High level of personalisation

A combination of multiple channels and audiences will help us create a full circle and achieve better conversions

Lilia Dikova

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@DikovaLilia