@Ziggo webcare digital marketing update stormmc - berend sikkenga - 2 oktober 2012
Performance 2011 - Haico Pols & Berend Sikkenga - Essent & StormMC
Transcript of Performance 2011 - Haico Pols & Berend Sikkenga - Essent & StormMC
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Essent
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StormMC
Emerce Performance 2011
Berend Sikkenga & Haico Pols
Performance Based Marketing&RTB in de praktijk
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Agenda….
1 IntroductieBerend, Haico & Essent
2 Online bij Essent
3 Performance Based?
4 RTB in de praktijk
5 Tussendoor: Conversie Quiz
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Berend Sikkenga
• Internetmarketeer bij Essent
• +10 jaar online ervaring aan bureau- & klantzijde
• Bestuurslid NIMA Online Marketing
• Auteur Basisboek Online Marketing voor HBO-studenten
drs. Haico Pols
• Oprichter/ eigenaar StormMC
• Fullservice online marketingbureau
• Van Strategie tot Implementatie
• Oprichter/ eigenaar StormAcademy
• Gespecialiseerd trainingsbureau
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Conversiequiz
…is het A of B?
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Conversie +30%!
B (je)A (u)Conversiequiz
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Essent…
…doen die niet iets met energie?
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Essent @ Online
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Online @ Essent
• Grootste Sales & Service kanaal
• Positie 4 in Social Media Monitor 2011
• Stijgende rol voor Retentie en Branding
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Awareness FamiliarityConsideration Purchase Loyalty
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3Ik ben van plan het komende jaar klant te blijven
Ik ben nu klantbij dit bedrijf
Ik ken dit bedrijf en weet wat het te bieden heeft
Ik zou wel overwegen om klant bij dit bedrijf te worden, maar ik ben nog nooit klant geweest
Ik heb alleen maar van dit bedrijf gehoord
Ik was in hetverleden klantbij dit bedrijf
Essent Funnel
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Welke kanalen zetten we in?
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Conversie + 12% !
BAConversiequiz
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Uitgangspunten
Performance Based
Online Marketing…
…volgensStorm & Essent
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De UitdagingJuiste persoon, juiste boodschap, juiste moment (via juiste online media)
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Performance KPI’s
• Volume• Uniek• ATF/UTF• Frequency• Safety
BEREIK• Bezoek• TOS/PV• Interactie
TRAFFIC
• Sales• Leads• Email• Likes
CONVERSIE
X Click Through Rate X Conversion Rate
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Centrale Adserver
• Centraal serveren Display
• Extra Insights meten (cross mediaal, incl. view)
• Inzet Real Time Bidding
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Beslisboom in Adserver
• Doelgroep & Segment: bv. B2C, B2B, Werken bij, BE
• Prospect vs. bestaande klant
• Eigenschappen (bv. Koophuis, regio)
• Sales vs. Lead
• Fase in funnel
• Gedrag
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Sequential Bannering obv tijd & gedrag
Fase 1 | Informerend Fase 2 |Activerend.
Fase 3 |Retargeting Fase 4 |Urgency
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Conversie x 2 !
BAConversiequiz
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RTB in de praktijk
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Real Time What?
http://www.slideshare.net/DapperWebinar/what-is-real-time-bidding-in-30-seconds
http://youtu.be/2M-VDjyYQMY
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RTB bevindingen: it’s all about the data
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RTB bevindingen: doet me denken aan…
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RTB bevindingen: (nog) beperkte inventory
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RTB bevindingen: speld in hooiberg
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RTB bevindingen: testen, testen & optimaliseren….
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RTB bevindingen: bloed, zweet en tranen
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RTB bevindingen Essent:
• RTB is middel, geen doel op zich
• Zoeken ≠ Vinden
• Kwaliteit vs. kwantiteit
• eCPM hoger, eCPC lager?
• Pas uiting aan op gebruiker (CTR/CR)
• RTB is onderdeel totale Display mix• Premium & Rich Media• Direct Response• RTB
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Conclusie & samenvatting
• Performance based ≠ alleen sales
• RTB zeer interessante, structurele toevoeging aan de online marketing mix
• Zorg voor goede opbouw data en profielen
• Technologie is/wordt cruciaal
• Test, leer & optimaliseer
• Start vandaag!
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Conversie % = 0,08 %
eCPC = EUR 0,06
BA
Conversie % = 0,13 %
eCPC = 0,10
Conversiequiz
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& STORMMC
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& STORMMC
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Conversie x 3 !
BAConversiequiz