Marketing in a 2.0 World - Results...
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Marketing in a 2.0 World Claire Valoti Director of Agency Partnerships
Transcript of Marketing in a 2.0 World - Results...
Marketing in a 2.0 World
Claire Valoti Director of Agency Partnerships
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We’ve had a ringside seat
32M Mobile Monthly
Active Users
Source: Facebook UK internal data, Apr 2015
26M Mobile Daily Active Users
36M Monthly
Active Users
29M Daily
Active Users
EVERYTHING COMPETES WITH EVERYTHING
The gap between content creation and ability to consume content will continue to widen
Co
nte
nt
Time
Content created
Ability to consume content
Consumers have more
control than ever
Principles of people based
marketing
1 Building effective reach
Principles of people based marketing
Source: BARB
29m / a day 29m / a day 14.5m / a day
19.6m / a day 12.3m / a day
Reach still matters
1 Building effective reach
2 People & Insights first
Principles of people based marketing
Principles of people based marketing
1 Building effective reach
2 People & Insights first
3 Deliver personalisation at scale
12m UK LOVERS OF
THE VOICE EE Don’t let Bufferface ruin
your day.
Buffer less and browse
more on
superfast 4GEE.
EE
20m UK SPORTS LOVERS
6.4m LONDONERS
Principles of people based marketing
1 Building effective reach
2 People & Insights first
3 Deliver personalisation at scale
4 Data Driven engagement
Principles of people based marketing
1 Building effective reach
2 People & Insights first
3 Deliver personalisation at scale
4 Data Driven engagement
5 Creativity is more important than ever
Neil Johnston
Just landed back in the UK, looking forward to
bed!
Principles of people based marketing
1 Building effective reach
2 People & Insights first
3 Deliver personalisation at scale
4 Data Driven engagement
5 Creativity is more important than ever
6 Understand the complete customer journey
Path to purchase moves seamlessly across devices
Source 1: Millward Brown Research commissioned by Facebook Marketing Science, US, June 2014
Source 2: GfK Research commissioned by Facebook Marketing Science, US and UK, Dec 2013
Source 3: Facebook internal data, US, measured May 15-July 25, 2014, reported August 2014, all US advertisers using Facebook conversion pixel, 28-day attribution
You are not seeing the true picture
Cookies don’t work on mobile
• 26% overstatement of reach
• 59% accuracy in demographic targeting
• 41% understatement of frequency
• 21% of conversions not captured
Source: Atlas internal data, 2014; Nielsen OCR, May 2014
The new standard for people-based marketing
Prove real results The bridge from
online to offline
Cross-device
by design
