People-based marketing at every stage of the consumer journey - Ivo Neut Partner Manager Agencies, Benelux - Maxlead

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People-based marketing at every stage of the consumer journey - Ivo Neut Partner Manager Agencies, Benelux - Maxlead
People-based
marketing at every
stage of the
consumer journey

 Ivo Neut
 Partner Manager Agencies, Benelux
People-based marketing at every stage of the consumer journey - Ivo Neut Partner Manager Agencies, Benelux - Maxlead
People-based marketing at every stage of the consumer journey - Ivo Neut Partner Manager Agencies, Benelux - Maxlead
Agenda

- Mobile & Video

- Facebook’s full funnel
- Metrics that matter

- Beyond Facebook’s feed
People-based marketing at every stage of the consumer journey - Ivo Neut Partner Manager Agencies, Benelux - Maxlead
The world
is mobile
People-based marketing at every stage of the consumer journey - Ivo Neut Partner Manager Agencies, Benelux - Maxlead
We know a lot of attention goes here

                                       Almost half of US adults
                                         say they check their
                                       phone 80x per day

    3 HRS
    a day are spent
  consuming content

                                            +150
                                        times a day that the average
                                        Millennial checks their phone
People-based marketing at every stage of the consumer journey - Ivo Neut Partner Manager Agencies, Benelux - Maxlead
People’s time and attention are on mobile
                                                                                            •           3 hours per day on mobile1
                                                                                            •           58% of digital time spent in apps2

                                                                                 Mobile discovery influences consumer behavior
                                                                                            •           74% of millennials take action after being inspired
                                                                                                        by a post3
                                                                                            •           33% of shoppers research on mobile before
                                                                                                        buying on desktop or offline4

1.   “Average Time Spent per Day with Major Media by US Adults,” eMarketer, Apr. 2016
2.   “The 2016 U.S. mobile app report, ComScore, Sept. 2016
3.   Instagram user survey, Poll of 2995 respondents in the US ages 18+, Mar-Nov 2015
4.   Facebook IQ, “From One Screen to Five”, in conjunction with Millward Brown Digital and Firefly Millward Brown, (commissioned by Facebook IQ). US only, sample size (n-500) and qualitative respondents (n=31)   6
Content on
mobile is
consumed
differently   Frequent

              Sound-off   Fast
6 6
                     7 7
                    READING SPEED

                     300
           WORDS PER MINUTE

Source: “I have found a new way to watch TV, and it changes everything?”, Jeff Guo, Washington Post, 2016
2.5
                                 seconds

                                           1.7
                                           seconds

Source: Facebook data, Q3 2015
and video
            consumption is
            exploding

Source: Criteo, “Source of Cross Device Commerce”, Q4 2016
78% of all mobile data
             will be video by 2021

Source: Cisco, Visual Networking Index (VNI) Global Mobile Data Traffic Forecast, 2017
- People stay 5x longer on video
content vs. static content
- 40% of mobile users leave a
website when it doesn’t load in
3 seconds.

                              13
Video Ad value is generated quickly
Total Seconds of Video Watched

                                                                                                         74%
                                                                                                         65%
      Cumulative Campaign impact

                                                         47%                                             72%

                                                         32%
                                                         44%

                                                                                                                         Ad recall
                                                                                                                         Brand awareness
                                                                                                                         Purchase intent

                                                  3sec                                           10sec         20sec   30sec
Source: Nielsen BrandEffect Studies,173 studies that included video worldwide, December 2014 – February 2015
1              Facebook Family of Apps & Services
                      To reach people on mobile, reach them where they spend time

                                                                             Messenger

                  2B+ ›20 800M                        %
           monthly active people 1 time spent on mobile
                                                   monthly
                                                        3  active people 2
                                                                               1.3B
                                                                             monthly active people 2
                                                                                                       1000
                                                                                                        6 s
                                                                                                       additional
                                                                                                        of great apps
                                                                                                                     %
                                                                                                                  reach
                                                                                                                      and
                                                                                                                        onwebsites
                                                                                                                           mobile 4

1.   Facebook, June 2017
2.   Facebook and Instagram, September 2017
3.   Based on Nielsen Mobile Netview, December 2015
4.   US ComScore data, Media Metrix, June 2015                                                                                  16
Facebook in Netherlands

                                                                        Of which

                                            9.9M
                                      users access Facebook
                                                                92%
                                                              access Facebook monthly on
                                           every month                  mobile

Source: Based on Facebook data, Mar 2018.                                                  17
No.
      2

          Full Funnel on Facebook

                                    18
How to reach
customers through the Funnel?
                                ”
2   Full Funnel Solutions
     Facebook is your partner at every stage of the consumer journey

Awareness        Demand generation             Acquisition             Transaction

                                                                                     20
EXAMPLE
        E-commerce

              Video views/lead                        Website
Reach            generation           Link clicks   conversions

                                 LOYA LT Y

                                                                  21
The two layers of people-based targeting

         Audience attributes                 Behaviors
          Ex. Location, Interests,         Ex. Clickers, video
               demographcs                      viewers
O P T I M I Z I N G T OWA R D S A D I F F E R E N T E V E N T C H A N G E S T H E A U D I E N C E

        Cheapest                                                       Cheapest clicks
        impressions                                                    (high eCTR)

   Total
   audience

                                                                          Cheapest
                                                                         conversions
                                                                         (high eCVR)
                                                                                                    23
Content and
                              the Funnel
AWA R E N E S S / LOV E
                            • Lifestyle

 C O N S I D E R AT I O N   • Lifestyle + Commercial

   CONVERSION
                            • Commercial
AWARENESS / LOVE
CO N SID ER AT IO N
CONVERSION
No.
      3

          Metrics that matter

                                28
THE EVOLUTION OF ADVERTISING

                                                                  New Metrics for New Channels

            1705                   1850                      1920                                   1940                                           1994             2000        2010                  2017+

                   Print                  Billboards                Radio                  Direct Mail                   TV                               Desktop      Mobile     Connected Devices      Cross-Everything
                                                                                                                     Nielsen Rating                                                                       ROI/Sales/
             Subscribers                  Traffic                Listeners               Households                      Points                           CTR         CPM/CTR    CTR/CPC/CPA              Brand LIft

        Measurement
          Metrics

Source: “From One Screen to Five”, FBIQ n conjunction with Millward Brown Digital and Firefly Millward Brown, (commissioned by Facebook IQ), US only, March 2015                                                       29
Now
                    Awareness,
                    preference,
                   loyalty, sales

    Then
Likes, comments,
      shares,
   engagement
The consumer journey is fragmented across
devices and channels
                                                                                                                                49%
                                                                                                                                 of people would
                                                                                                                               buy more on mobile
                                                                                                                                  if it was easier

        Sees ad for                                     Browses for                                   Adds product        Purchases
        headphones                                    new headphones                                 to shopping cart
                                                                                                                        headphones
                                                                                                                         headphoneson
         on mobile                                       on laptop                                       on tablet
                                                                                                                           desktop
                                                                                                                            mobile
                                                                                                                           in store

Source: SIGNAL, “The Signal Retailer’s Guide to Understanding the 2015 Holiday Shopper,” July 2015
Shifting to methods that matter in
                       our cross-everything world

Focus on People          Measure Metrics That Matter Compare Across Everything
Shift from cookies à         Shift from engagement à       Shift from clicks à
  reaching people                     brand lift              Conversions
33
No.
      3

          Beyond Facebook’s feed

                                   34
Extending Facebook’s people-based targeting across
                    platforms

                   COST EFFICIENCIES
PLACEMENT RESULTS

                          Reach                               Brand Awareness                                  Video Views                              Conversions

                  +16%
               more reach on average globally
                                                              +15%
                                                         increase in Brand Awareness when
                                                                                                                +6%
                                                                                                          increase in Video Views when
                                                                                                                                                      +12%
                                                                                                                                                increase in website conversions with
              when using Facebook, Instagram,              using Facebook and Instagram**               using Facebook and Instagram ***        Facebook and Audience Network****
                 and Audience Network*

*Source: Facebook Internal Data, Global reach, December 2016
**Source: Facebook Internal Data, June 2016 - Measured by consumer Attention
***Source: Facebook + Instagram = Overall media time spent, Media Metrix, US, June 2015 - Video Views is the number of times your video was viewed for 3 seconds or more
***Source: Facebook Internal Data, Global reach, October 2016
Shifting to people-based marketing with Facebook

  1. Identify business goals                     3. Compare across everything
  What are your business goals? Are they         Shift from one-off studies to always-on, cross channel
  brand focused or sales focused? Or both?       analytics that compare across your entire media spend.

                    2. Measure the metrics that matter                            4. Test, learn, iterate
                    Start to evaluate the metrics that align to your              Use signals (like your measurement results) to inform
                    business goals and reflect value-based outcomes               your campaign planning strategies. It’s a continuous
                    such as: breakthrough reporting, brand lift, and              learning process to understand what works best—but
                    return on ad spend.                                           it all starts with people.
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