Professional Website Design Company

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People Centric Marketing
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Right person Right time Right place Right message
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Mobile has changed business and presented new
challenges opportunities for marketers
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By 2020, 75 of
all mobile traffic will be video
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The typical customer path to conversion spans
devices and channels
Conversion
Instagram
Facebook
Facebook
Search
Display ad
Home PC
Work PC
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of people start an activity on one device and
finish on another2
of people use three or more devices1

1. eMarketer US data, April 2015
2. "Consumer Barometer study," TNS Infratest, June
   2015

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People expect businesses to provide fast and
frictionless experiences
40 of people abandon a site if it doesn't load
after 4 seconds 49
of people say they would purchase more on mobile
if it were easier
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Source 1. Aberdeen Group, The Very Real Costs
of Bad Website Performance, Aug 2016, 2. SIGNAL,
The Signal Retailers Guide to Understanding the
2015 Holiday Shopper, July 2015
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.with the rise of these
new trends, reaching
right person, right time,
right place, right message ..has never been more
targeted and at the same
time complex
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Think People, Not Devices
Its tempting for us to think in terms of
channels or devices, but its always been about
people. To reach the right people at the right
place at the right time, we need to understand
how and where they engage, discover and share.
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Capture Attention

• Memories are made in an instant.
• Hook people with your most engaging content.
• Bring your story forward visually to help drive
  attention and the clarity of the message.
• Create visual surprises

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Capture attention quickly
Facebook and Nielsen research found that up to
47 of the value in a video campaign was
delivered in the first three seconds, while up to
74 of the value was delivered in the first ten
seconds
Source FBIQ
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Driven By Insight

• Listen to your customers
• What drives them, What engages them, What are
  their needs?
• What it that one thing which will make them stop
  everything and listen to you.

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Always be doing something new
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Always be trying something new
Facebook Carousel Showcase images or videos of
your different products within this single ad
Facebook Canvas Showcase images or videos of
your different products within this single ad
Rich media Expandable banner
Vertical Videos
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I N T E N T , CREATE
D O N ' T
W A I T
F O R P U R C H A S E
PURCHASE
INTENT
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Reach many people
with few products
Reach people looking for you
In the mobile era you need both reach and
relevance
Source Facebook internal data across Facebook,
Instagram, Audience Network, worldwide, based on
sampled data across all catalog-based ads,
pulled July 2017
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Understand the journey

• In todays multi-device world, people are
  discovering on one device, researching on
  another and converting on a third.
• Be crisp, be authentic, and be present.
• Adapt people based measurement to target and
  retarget.

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Be present
F A C E B O O K B e C o n n e c t e d
L I N K E D I N B e i n s p i r i n g
T W I T T E R B e r e a l t i m e
G O O G L E B e S e a r c h a b l e
I N S TA G R A M B e V i s u a l
Y O U T U B E B e r e l a t a b l e
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Conquer the thumb
it takes
personalization,
visualization
and
experimentatio
The thumb is in charge now, and the thumb is far
more demanding. Its quick to scroll. Its quick
to close. Quick to flip the page. But with the
right approach, the thumb is also highly likely
to stop, engage and buy.
n
It takes
The more we can put ourselves in peoples shoes
and understand their experience, the better
experience we can create.
empathy
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Build a Data Driven Plan
Measure, Learn and Optimize. Measurement is a
tool to help marketers evaluate and improve
campaign strategies against their definitions of
success. But for measurement to work, it must
be constructed correctly, audiences selected
accordingly, and a plan in place so as not to
contaminate the results. Dont run after shiny
objectsPick the most apt objectives KPIs to
drive your business outcomes, build a plan to
test, measure rationally and optimize.
Objective Primary KPIs Secondary KPIs
Awareness Brand Lift, Reach, Video metrics Link Clicks, CTR, Website metrics
Traffic Reach, Link Clicks, CTR, Website metrics Video metrics
Conversions Reach, Conversions, CPA, ROI Link Clicks, Video metrics, Website performance
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Plan Learnings
Understand how different parameters in your media
plan affect campaign performance.

• Plan to test the same advert on two different
  audiences to see which audience performed
  better.
• Or, test two delivery optimizations, such as
  conversions or link clicks, to determine which
  yields the best results.
• Continually, test, optimize to not just make
  current campaigns better but make future
• media planning stronger

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Measure, Learn and Optimize
Delivery Optimizations

• Audience
• You can divide your current target audience into
  two different categories and test them against
  each other.
• Possible tests to run
• Audience (A) compared to saved audience (B)
• Audience (A) compared to audience (B) compared
  to audience (C)

• Channels Formats
• Plan to test different channels and formats.
  Based on results you can decide to reallocate
  budgets and optimize media plans.
• Possible tests to run
• Channel(A) compared
• to Channel (B) compared to Channel (C)
• Channel(A) Format(A) Compared to Channel (A)
  Format (B) compared to Channel(A) Format(C)

You can choose to optimize for conversions in
one test and link clicks in another. Possible
tests to run

• Optimize for conversions
• compared to optimize for link clicks (B)
• Optimize for conversions with a conversion
  window of one day (A) compared
• to optimize for conversions with a conversion
  window of seven days (B) compared
• to optimize for link clicks (C)

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Assess capabilities
INFRASTRUCTUR E
ORGANIZATION STRUCTURE
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Plan early, put people at the center
1 What is the one insight that will make your
audience pause and take notice Bring all
stakeholders together to think people
4 Always build a learning plan With every
campaign learn more about your customer Make
your future campaigns better
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Bring internal teams Think about end to
together to create timelines Communicate with
stakeholders Assess current resources
end measurement, wherever possible think people
based measurement Pick KPIs based on objectives
INSIGHT LED CAMPAIGN PLANNING
CAMPAIGN PLANNING
MEASUREMENT
LEARNINGS
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Build Deliver Experiences
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Michael Kors connected their online ads with
in-store sales
Michael Kors implemented the offline conversions
API to attribute offline sales
33 increase in attributed return on ad spend
in its retail locations to its Facebook ad
campaigns. 31
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increase in attributed
in-store transactions
increase in attributed revenue
Source Facebook case study, Jan 2017
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Cadbury Dairy Milk expanded traditional with
digital reach
The confectioner gained additional reach over
what it achieved with TV ads by
expanding campaign on Facebook
5.7 Incremental reach over TV
5.1 Increase in brand consideration 10x Impact
on Facebook advertising spend
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Always Question!!
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Never start without a clear goal
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Be Crisp, Be Relatable
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Measure, Optimize, Learn
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Think People Build Experiences
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