DIGITAL MARKETING STRATEGIES AT LARGE COMPANIES Cradle Fund - - PowerPoint PPT Presentation
DIGITAL MARKETING STRATEGIES AT LARGE COMPANIES Cradle Fund Presentation You are not a large company Spend more in a month then you will ever get in seed funding Shock and awe launch Huge teams of people focused on
¨ Spend more in a month then
¨ ‘Shock and awe’ launch ¨ Huge teams of people
¨ Cover every conceivable
¨ Everything gets more
¤ Limits to volume so CaC goes
¨ Goal of online marketing is to drive traffic to your
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¨ Good marketing managers can and need to do
¤ This gets hard when you need to bigger volumes
SEM, Social, Display…. Conversion AKA “Sale” Your Website Attracting Conversion TO the site (ie. Visitors, CTR) Converting Conversion ON the site (ie. Conversions, CR) 1 2
¨ Google / cpc ¨ Google / organic ¨ Sociomantic / Retargeting ¨ Facebook / Social Media Paid ¨ Facebook.com / referral ¨ Facebook / Social Media ¨ Newsletter / Email ¨ PR (direct) / (none)
¨ Homepage / Slider-Banner
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CPO # Customers
Market education cost
¨ Revenue ¨ - COGS ¨ = Profit contribution 1 ¨ - All other non-marketing costs ¨ = Profit contribution 2 ¨ - Marketing cost ¨ = Profit contribution 3 (=EBITDA)
¨ Focus is on online ¨ Why? ¤ Trackable (KEY!) ¤ Purchasing intent / Already on a
¤ Generally better CAC ¨ When do offline? ¤ You have spent so much cash
¤ Brand building (Suppliers like it) ¤ Halo effect of multi-channel
¤ TV costs a lot, but can bump
¨ Test everything that
¨ Develop a hypothesis,
¨ Focus on what converts
¨ Know your numbers!
¨ Thousands of campaigns
¤ Need to capture all the
¨ Perfect for capturing
¨ Need to track all the time,
¨ GDN (Display) and FB are
¨ Long-term approach, think
¨ Really important to drive
¨ Can also help cover up bad
¨ Contribute to increasing your
¨ Want to get lots of backlinks ¤ Sites with good rep are more
¤ You can call/email people
¨ Newsletters are a great source
¤ Get higher LTV by re-activating ¨ Smiley faces in subject headers ¨ Sending from a person’s name
¨ Segmentation to target
¨ Timing of the day you send ¤ Open rates ¨ Check what they look like
¤ Outlook often weird
¨ Focus on Facebook, don’t
¨ ‘Gadgets go viral’ and
¨ Boring stuff does not get
¨ Generally low IQ
¤ People like cats (Engagement)
¨ Social, social sharing have
¨ Beware, think of affiliates like real people
¤ If you do not convert they will kill you and will be
¤ How much you pay doesn’t matter if don’t convert!
¨ Some models, people aren’t looking for you
¤ Twitter, Glossybox/Birchbox
¨ Content marketing can get you going (Forum posts)
¤ “We are 3 girls and not enough guys signed up”
¨ Viral
¤ Dollar shave club!
¨ Generating content for social sharing
¤ Memes
¨ Ultimate stalking ¨ This is why you see
¨ CAC is really good