The ValueClick Group Of Companies : ValueClick Media - Commission Junction - MediaPlex - PriceRunner - Search123 Managing your marketing budget in a challenging

The ValueClick Group Of Companies : ValueClick Media - Commission Junction - MediaPlex - PriceRunner - Search123

Managing your marketing budget in a challenging economy

Gary GoodmanEuropean Marketing DirectorValueClick

About ValueClick

Experts in:

•Affiliate marketing

•Measuring ROI

•Price Comparison

•Display Advertising

The world’s largest independent digital marketing company

These services can work independently or together to maximise your digital business


Performance Marketing rocks my world!


http://www.pricerunner.co.uk/

http://www.shopping.net/

SEM /SEO

Affiliate Marketing

Online banner

Offline

Press, Outdoor

Radio, TV

Community / WOM /Viral

CRM

Mobile

I manage a marketing budget across the media mix


http://www.pricerunner.co.uk/

http://www.shopping.net/

The marketing mix is increasingly complex


Marketing budgets will be scrutinised even more


The impact online is likely to be less dramatic


Increased focus on performance marketing

What is the role of affiliate

marketing?

How can Behavioural

Targeting drive my overall

conversion?SEM is

becoming increasingly challenging

to scale

What new tools are there

to help measure ROI ?

How much of my overall budget is

performance based?

What do I Outsource ?


UK online market is actually in great shape

• The UK will represent over 40% of all E-Commerce sales in Western Europe in 2008.


UK online market is actually in great shape

• Online sales for Q4 2007 were £15.2 billion

• Total online sales for 2007 was £42 billion,

• 39% up on 2006• Key driver for this is

access to broadband which will be 90% of all internet users in 2008


We are all spending longer online


And we are spending our time shopping!


So don’t panic….


““It is It is notnot the strongest of the the strongest of the species that survives, species that survives, nornor the the most intelligent, but most intelligent, but the one the one most responsive to changemost responsive to change.”.”

Charles Darwin

It is time to prepare for a tougher market


If you don’t If you don’t listen,listen,

you don’t you don’t sellsell

anything.”anything.” Carolyn McCall, Chief Executive, Guardian Media Group

We all have to adapt to a changing market



• Customer journey tracking• Web analytics• Onsite surveys• Online surveys• Focus groups• Listening to the blogosphere• Google alerts/monitoring the press

Measurement takes a number of forms



• Re-analyse your marketing metrics• Do more of what’s working• Fix or drop what is not working• Roll out proven strategies across more eyeballs• Test/roll out everything!

Above everything, focus on performance!

Above everything, focus on performance!


try it. try it. Screw it up.Screw it up. Try it. Try it. Screw it up.Screw it up. Try it. Try it. Try it.Try it. Screw it up.Screw it up. Try it. Try it. Try it. Try it. Screw it up.Screw it up. it. Try it. Try it. try it. it. Try it. Try it. try it. Screw it up.Screw it up. Try it. Try it. Screw it up.Screw it up. Try it. Try it. Try it.Try it. Screw it up.Screw it up. Try it. Try it. Try it. Try it. Screw it up Screw it up Try it.Try it. Screw it up.Screw it up. Try it. Try it. Try it. Try it. Screw it up.Screw it up. Try it. Try it. Screw it up.Screw it up. Try it. Try it. Try it.Try it. Screw it up.Screw it up.

Online marketing with poor measurement


try it. try it. Optimise .Optimise .Try it. it. Try it. it. Roll it out. Roll it out. Optimise Optimise try it. try it. Optimise .Optimise .Try it. it. Try it. it. Roll it out. Roll it out. Optimise Optimise try it. try it. Optimise .Optimise .Try it. it. Try it. it. Roll it out. Roll it out. Optimise Optimise try it. try it. Optimise .Optimise .Try it. it. Try it. it. Roll it out. Roll it out. Optimise Optimise try it. try it. Optimise .Optimise .Try it. it. Try it. it. Roll it out. Roll it out. Optimise Optimise try it. try it. Optimise .Optimise .Try it. it. Try it. it. Roll it out. Roll it out.

Online marketing that you DO measure.


Show me the money!



• Track all traffic sources• Apportion your action across all your marketing

activity rather than just the last click• Scale your CPA activity as much as possible• Minimise wastage through optimisation and

applying behavioural targeting• ‘Carefully’ optimise your SEM• Focus on onsite conversion• Focus on retention/CRM

Make your budget work harder


Only Mediaplex enables you to:• Track all traffic sources, including

free search, seamlessly and easily• Update multiple ad units on the

fly, in real time, based on real time information

• Truly reflect the value of the last click to sale/action

Track all traffic sources, seamlessly

• Adserving and ROI analysis for over 10 years

• The choice of some of the smartest marketers worldwide including and


• The last click wins model is pretty standard, however:

• It underestimates the role of other media which influences users on their path to conversion

• It overestimates the ROI from the last click• Technology is now available to apportion this

correctly…….

Apportion your ROI across all your marketing


• ‘Master Conversion Tagging’ is our name for it• It is a single tag which encapsulates all the other tags

you have across your online media mix • Once it has been implemented there is no need for any

tagging updates• Enables you to do real-time deduplication across all

channels• Gives you a true understanding of the value of the last

click

Master Conversion Tags™

Scale your CPA traffic as much as possible



• It sounds obvious but affiliate marketing takes your marketing costs and passes them on to your affiliates

• Why pay when you don’t have to? This performance marketing in its truest sense

• Work with your network and affiliates to protect your brand

• Affiliates are innovators – work with them to promote your brand across a range of traditional and emerging business models

Affiliate Marketing



Commission Junction:• Offers a global solution• Has 300 UK advertiser• Has over 14,000 affiliates

Affiliate Marketing

Behavioural Targeting

Behavioural Targeting • much-used term• much confused


Behavioural Targeting - defined

• Marketing to people who are “in market” • Based on their online behaviour

• At the right time to influence their purchase behaviour and convert them into customers


Other things you should know…

• Cookie based is the way to go.

• 2 forms of Behavioural Targeting:• Retargeting visitors• Targeting new individual prospects that have

never visited you, based on their online behaviour we are able to track


How long?

The average time it takes for a user to complete a

purchaseIs (?) Hours


The average time it takes for a user to complete a

purchaseIs 19 Hours

(source Scanalert).

The ValueClick Group Of Companies : ValueClick Media - Commission Junction - Mediaplex - PriceRunner - Search123

This long?

Don’t miss out on this Window!

Find a partner who can help you target:• the right people, at the right time, at the right

place with the right message!


Big is Best!

The greater the size of the media network you run behavioural targeting campaigns on

…..the better the targeting


Big is Best!

The greater the “catch” of both site visitors and new prospects


….. the quicker you can identify “true” prospects to market to and the less your media wastage

Big is Best!


….. And the better your performance - ROI

Big is Best!


Market where the people are….

• with more than 15,000 publishers• serving 26 million unique users in the UK / 80%• spending £2.6 billion online every year

(source: comScore 2008 / IMRG 2007)


“Carefully” optimise your SEM

• Track everything• Bid management tools are not all the same• Deep linking is key• Consider optimising landing pages in real time based

on conversion• Copy test• Make the most of the Google Trademark changes by

getting affiliates involved• Don’t over apportion the last click to sale


Focus on site conversion

• Every 0.1% increase in conversion on site will dramatically improve your ROI from online marketing

• Usability companies are out there, its worth investing in one.

• Online surveys are cheaper to run• Website analytics will give you the visibility to make

changes


Focusing on retention / CRM

“A man without a smiling face must not open a shop.”

—Chinese ProverbThe ValueClick Group Of Companies : ValueClick Media - Commission Junction - MediaPlex - PriceRunner - Search123

Any questions? Please come and speak to us

….. We are at the bar, the networking bar.


[email protected] ValueClick Group Of Companies : ValueClick Media - Commission Junction - MediaPlex - PriceRunner - Search123

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The ValueClick Group Of Companies : ValueClick Media - Commission Junction - MediaPlex - PriceRunner - Search123 Managing your marketing budget in a challenging