Maximizing Your Media Mileage with Performance Marketing

1. Maximizing Your Media Mileage with
Performance Marketing
Digital Marketing Masterclass
JUNE 2016

2. 2
Guillaume Bouchard
CEO, iProspect Canada

3. Traffic Generation
Content
Marketing
Natural
Search
Performance
Display
Paid Social
Media
Paid
Search
Creative
Experience
Structured Data &
Feeds
Digital
Platforms
Conversion
Optimisation
Data & Analytics
Analytics & Conversion #1-2
Global spend
Google Adwords
#1
Global Spend
Facebook Ads
Our Clients
+ 100 clients
in every vertical
90+ experts in Toronto & Montreal
3500+ experts in 50 countries

4. Advertiser’s
Challenges in the
Digital Economy

5. 1. Budget Decisions
Source: Eisenberg Holdings
Companies spend $92
bringing customers to
their site, but only $1
converting them.

6. 2. Rise of Media Costs
Due to increased levels of
competition and market
contraction, the cost of media,
both offline and online, keeps
rising.

7. 3. Increasing pressure to prove ROI
Marketers are always
negotiating to secure
adequate budgets, whilst
constantly being required to
demonstrate clear ROI.
Meanwhile, procurement
tries to drive the costs down

8. 4. Flaws in Media Buying Processes
Plan Buy Post-Analysis + Insights
Plan Buy
Real-time Optimization
Media Buying in the Traditional Economy
Media Buying in the Digital Economy
Post- Analysis + Insights

9. What
to do?

10. Media Optimisation Needs Will Vary
Non-linear needs in resources according to:
● Campaign Type
● Selected Media Channels
● Campaign Reach/Targeting
● Advertiser’s digital ecosystem

11. Finding the Right Balance to Maximise Performance
Quantity +
Quality of
Expertise
Media
Budget
Ratio

12. Earn it, don’t (over) pay for it!
Paid Search vs Organic Search
● Search is a balancing act
● Don’t rely too much on one or the other

13. Laser-Focus Targeting & Remarketing
Get as relevant as you can,
as if it was a 1 on 1 relationship.

14. Beautiful Basics
Don’t go for big shiny
objects before you master
the best practices of a
marketing channel.

15. Conversion Optimisation
● Experiment to improve
constantly.
● Use the power of digital to
test traditional media

16. People
● Not all marketing channels are created equal. They
require different amount of work.
● Work with your agency to find the optimal point
between workforce and media.

17. Case 1: Under performing
Net
Media
Spend
Net
Workforce
Costs
Performance
5%
95%

18. Case 2: Optimal performance
Performance
17%
83%
Net
Media
Spend
Net
Workforce
Costs

19. Find the right balance between Organic and Paid search
Nurture a testing culture and
apply your learnings to all your marketing channels
Master a channel before venturing on the next big thing
In short...
Hit the sweet spot between the right amount of people
and media for each channel/initiative. Not all media are created equal.

20. For more details:
Join us at the roundtables!