Digital Marketing overview by Franck Debane prepared for the European Business School

1. Digital Marketing
Overview
by Franck Debane
fdebane@netelio.com

3. Digital marketing =
$100 billions worldwide

4. It all started with...

5. Hi!
Franck Debane
fdebane@netelio.com

6. The purchase funnel...

7. ...and it's variations...

9. ... and the reality...

10. 78% click-through rate

11. Display advertising
the billboard of the digital age

12. Ad units
● Banners: MPU/Leaderboard
○ Format and standards proposed by IAB
○ Interstitial, pop-ups, page skinning
● Started as static images but quickly
animated and interactive
○ have sound, play video
○ overlay: expands into the rest of the page
○ can be games
CTR's average 0.10%

13. Display advertising
Economic models
1. Publishers such as the The Times, Yahoo! or CNN:
a. provide advertising space seen by their users called
inventory
2. Advertisers such as McDonalds, Nike or Dell:
a. buy the inventory to show their ad also called
creative
3. Advertisers pays the publisher on CPM basis
a. CPM : Cost per mille: cost of the advert for thousand
views
Numbers today:
● CPM between $1 to $50
● CTR around 0.10%

14. What influence the CTR and CPM ?
Creative, placement and the user!
Creative and placement:
● Ad unit, type, message, color, animations etc...
● Placement, Ads shown above the Fold
User targeting:
● ROS - Run of Site: no specific targeting
● Contextual - section level, page level
● Behaviours - based on user recorded behaviors (clicks,
time spent on site and other behavioral data)
● Demographics & geo targeting

15. Display advertising
Drawback
● Taking place of content
● Limited to awareness
● Intrusive & distracting user from it's goal
● Banner/right column blindness
● Ad blocker is the most popular Firefox-plugin

16. Banner blindness

17. Ad networks
aggregate small publishers and handle remnant inventory
and sell it to advertiser.

18. Display advertising:
Emerging solutions
Ad Exchange: An ecosystem which allows advertisers,
publishers and ad networks to exchange data, set prices,
and ultimately serve an ad. (+ DSP and SSP)
Real-Time Bidding: Bidding on inventory in real time. A
real-time bid is often dynamically generated based on past
performance of creatives, inventory, user groups, and other
parameters.

19. Display advertising
What does it mean for marketing ?
Pros:
● Association with high profile brands
● Build up awareness of your brand
Cons:
● Not to use in isolation
● Little guarantee of effectiveness
"Needs to be combined with something
else"

20. Search marketing
● Moving away from publishers - content driven
● Into the realm of search - one of most used
application on the internet
○ Google delivers results for 4 billions searches per day

21. ...into a world dominated by Google

22. SEM and SEO

23. SEO - Search Engine Optimization
Watch: What is search engine optimisation.
http://www.youtube.com/watch?v=hF515-0Tduk
The dark science of getting your site as high as possible on
the Google result.
Increase your SEO traffic
=> get more visitors coming from search engine.
How to do it ?

24. SEO - how ?
● Dark science means guru ?
● SEO expert and SEO agencies
● Field in constant change as Google rolls-out improved
version of their algorithm to fight spam, content farm,
link farms etc...
● Search result varies per market and per users
Basically boils down to:
1. Links that lead up to your pages or domains
2. Keyword use on pages
3. Internal link on the site
+ others.
Based on PageRank algorithm

25. http://en.wikipedia.org/wiki/PageRank

26. SEM and SEO

27. Search engine marketing
Search engines allow advertiser to buy links on
results page
Ad are simple, non intrusive text ads
Sold on a cost per click (CPC) basis
The advertiser choose keyword to bid on
The search engine decides which ad to show
based on a CTR * CPC combination

28. Google adwords demo

29. Search marketing: SEM/SEO
● Search engine optimisation SEO - free
● Search engine marketing SEM - $$
● Keyword based targeting
● Google is the leader, followed by Bing
SEM:
● Keyword sold on an auction
● Ads are text based
● Pay per click (PPC) or CPC (starting at €0.01)

30. Search Marketing:
For marketers
● Very powerful.
● User is an active state of search, ready to click
● You pay only for clicks you get
● Keywords can be expensive
Advices for marketers:
● Research keywords
● Your ad: Don't oversell
● Try tune and refine
○ Different message
○ different keywords

31. Affiliation
Result driven model:
● CPA - cost per action
● CPS - cost per sales

33. Affiliation ecosystem
● Affiliation represent %10 to %20 of Amazon sales,
depending on the category
● Main revenue stream for price comparators
● Affiliation gave birth to opportunistic 'businesses'
created around niche that pays
● Making a living for 1000's of little sites
● Smaller advertisers can affiliation platforms
● Small publisher can use them in self-service mode
● Affiliation plafoforms: Zanox / TradeDoubler

34. Affiliation programs example - Zanox

35. Affiliation for marketers
Pros:
● Low risk marketing
● Pay only for sales
● Effective in retail
Side effects:
● generates new potential subscribers
● brand awareness
● improves SEO
Cons:
● no control over where the ads is show
● can damage the brand

37. From Ad Men to Math Men
http://www.youtube.com/watch?v=oH87MtZuBcY

38. Online advertising spend split

39. Social Media Marketing

43. Facebook
Facebook ads demo:
https://www.facebook.com/business/connect
User data => better targeting => more advetiser $$
The likes and fan pages
Feed exposure
If You're Not Paying for It; You're the Product

45. http://www.youtube.com/watch?v=M_eYSuPKP3Y

47. Tracking in the digital world
Metrics: Goal tracking:
- nb of impressions - sales
- nb of clicks - newsletter sign-up
- unique visitors (reach) - followers / facebook fans
- conversions rates - amount sold
- engagement
- bounce rate

48. Measuring marketing efficiency

49. Multivariate testing

51. Many touchpoints

53. Metrics for social medias

55. Thank you
by Franck Debane
fdebane@netelio.com