eCRM: How to build strong customer relations with Re(al-time)Marketing
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The document discusses the evolution of marketing strategies, emphasizing the importance of understanding consumer behavior in a rapidly changing ecosystem. It highlights the integration of customer relationship management (CRM) with advertising techniques to enhance audience engagement and optimize advertising metrics. Additionally, it touches on best practices for utilizing technology and data to improve advertising effectiveness and drive sales.
eCRM: How to build strong customer relations with Re(al-time)Marketing
- 1. Re(al-time)marketing Nicolas Dussart November 23, 2012 Google Confidential and Proprietary 1
- 2. Who is talking to you Google Confidential and Proprietary 2
- 3. Agenda A move toward audience data a new ecosystem CRM meets Advertising Best practices Google Confidential and Proprietary 3
- 4. Google Confidential and Proprietary 4
- 5. A move toward audience Google Confidential and Proprietary 5
- 6. Consumers attention is limited Shoppers have so many choices & access to information anytime, anywhere Google Confidential and Proprietary
- 7. Key to success is knowing your consumers Gather “clues” about your consumer as they shop Who are they? Christmas Dinner Host What products interest them? Christmas Decor What specific products are they considering? Star Candle Holder What other categories are they shopping for? Holiday Gifts Google Confidential and Proprietary
- 8. A new ecosystem Disruption – Intermediation – Reaction - Consolidation Google Confidential and Proprietary 8
- 9. A new currency 1111111111111111111111111111111111111111111111111111 1111111111111111111111111111111111111111111111111111 1111111111111111111111111111111111111111111111111111 1000000011111111111001111111111000000001111111001111 1001111001111111100110011111111111001111111100110011 1001111100111111001111001111111111001111111001111001 1001111110011111001111001111111111001111111001111001 1001111110011111000000001111111111001111111000000001 1001111100111111001111001111111111001111111001111001 1001111001111111001111001111111111001111111001111001 1000000011111111001111001111111111001111111001111001 1111111111111111111111111111111111111111111111111111 1111111111111111111111111111111111111111111111111111 1111111111111111111111111111111111111111111111111111 Google Confidential and Proprietary 9
- 10. An intermediated ecosystem Solution approach: integrate the value chain Google Confidential and Proprietary 1
- 11. An intermediated ecosystem Platform approach: open APIs and transparency Google Confidential and Proprietary 1
- 12. A tribute to Clayton Remarketing is a live disruption Google Confidential and Proprietary 1
- 13. CRM meets Advertising Google Confidential and Proprietary 13
- 14. Online PRM: Recommendation engine Source : amazon.com, la Google Confidential and Proprietary 1
- 15. From product recommendation to advertising Google Confidential and Proprietary 1
- 16. From product recommendation to advertising Google Confidential and Proprietary 1
- 17. Your + Our data / Search + Display Dynamic Product Remarketing Listing Ads Google Product Search Dynamic Text Search Google Commerce Search Conversion Optimizer Google Catalogs Dynamic Ad Builder Google Confidential and Proprietary
- 18. CRM before disruption Google Confidential and Proprietary 1
- 19. 2012: The year of refinement RetainIncrease Sales Lower CPAs Increase Consumer Audience Base Increase Customer Lifetime Value Increase Profits Holistic View of Acquire Marketing Strategy Google Confidential and Proprietary
- 20. Buying Funnel Interact with customers in real time Audience volume Head Torso Tail New clients Visitors Buyers Awareness - Consideration – Conversion – Loyalty - Advocacy Display Search RMKT CRM Social 20 Google Confidential and Proprietary
- 21. Best practices from mad men to math men Google Confidential and Proprietary 21
- 22. Choose your scénario Churn reduction and Raise in lifetime value Maximum Reach via and better ROI with dyn ads rmkt increase in basket value with dyn rmkt Keyword targeting and dynamic text ads Google Confidential and Proprietary 22
- 23. Assembling the Lego bricks: Technologie RTB : can you optimize for conversions ? Leverage your SEA : can you target at the Keyword level ? Do you have to support extra costs ? (Tag, entry cost, use costs) Drive CPM, CPC, CPA : what is your metric ? business or ad centric ? (ROI, COS, ROAS..) Frequency capping available ? Measure Attribution : can you deduplicate at a higher level ? Do you have an audience composition report ? Publisher side : do you know who displays your ads ? Partner proof / API : is the solution scalable ? Google Confidential and Proprietary
- 24. Q&A Google Confidential and Proprietary 24