1. DIGITAL MARKETING

2. ‣ mar·ket·ing (n) - The action or business of promoting and selling products or services 1

3. Hard 2

4. 3 2006 20092012 43 Mos.35 Mos. 23 Mos. Average CMO Tenure

5. 4 ConsumerWebsiteDisplayTVPrintOutdoor Direct Marketing

6. 5

7. 6 Consumer WebsiteDisplaySearchTVPrintSocial Ad Exchanges OutdoorMobileradioemail Direct Marketing Online Video

8. AMAZING FACTS AND SHOCKING STATISTICS

9. The commercial internet is twenty years old 8

10. Google and Amazon have a higher market value than Disney, Comcast, and News Corp. 9

11. True or False 10 > A.The entire Retail industry B.Annual US prescription drug sales C.Poland D.The entire NFL E.All of the above

12. Google owns 66% of Search and 16% of Display 11

13. Globally there are 2.3 Billion people connected to the Internet 12

14. 13 Digital Evolution = Life Evolution

15. DISPLAY

16. 15 $40 Billion spent on Display Ads in 2012 37% by 2014 – combined display market share of Google and facebook

17. Evolution of Ad Formats 16

18. Align with Branded Entertainment 17

19. Branding Vs. Direct Response 18

20. Video Advertising 19

21. Video Samples 20 Pre-Roll UnitsWeb Content and Brand Channels

22. Right Inventory + Right Targeting = Right Customer 21 ADAD ADAD

23. Google Display Network 22 YouTube and Google Sites Doubleclick Ad ExchangePartner Sites Sites Games Social Media Video Feeds Mobile

24. Benefits of Exchange Buying Efficient Scale Decide how much to pay for each ad impression Eliminate intermediaries Auction system lowers costs Buy & optimize in real time Efficient Scale Decide how much to pay for each ad impression Eliminate intermediaries Auction system lowers costs Buy & optimize in real time Targeting Target the right ad to right user at right time Control media placement and timing Targeting Target the right ad to right user at right time Control media placement and timing Performance Instant feedback loop on what media is working Intelligent system can ‘learn’ to find high value users Performance Instant feedback loop on what media is working Intelligent system can ‘learn’ to find high value users Insight Transparency on media placement, performance and audience Learn about behaviors of users coming to your site, and who is purchasing Insight Transparency on media placement, performance and audience Learn about behaviors of users coming to your site, and who is purchasing

25. Targeting Capabilities 24 Behavioral Targeting Identify users who have interests, hobbies, purchase intent patterns, etc. Behavioral Targeting Identify users who have interests, hobbies, purchase intent patterns, etc. Contextual Targeting Run on sites and pages that may be relevant to the advertiser Contextual Targeting Run on sites and pages that may be relevant to the advertiser Prospecting Cast a wide net to identify strongest sites, locations, times, messages Prospecting Cast a wide net to identify strongest sites, locations, times, messages Remarketing Target users who’ve visited site, but haven’t yet purchased Reach users based on search activity Remarketing Target users who’ve visited site, but haven’t yet purchased Reach users based on search activity

26. Deploying and Ad Exchange Strategy Data Collection Collect data from first party and third party sources to develop profiles and targets of the ideal audience segments Data Collection Collect data from first party and third party sources to develop profiles and targets of the ideal audience segments Optimization and Insight Develop insight, refine and optimize efforts on an ongoing basis to find the optimal mix of ad, audience, and context Optimization and Insight Develop insight, refine and optimize efforts on an ongoing basis to find the optimal mix of ad, audience, and context Programmatic Buying Target these data profiles through real- time bidded inventory where we can “cherry- pick” ad impressions and price them according to predicted return Programmatic Buying Target these data profiles through real- time bidded inventory where we can “cherry- pick” ad impressions and price them according to predicted return

27. Real-Time Bidding in Action Allows you to optimize based on where user is in the funnel Quantity Price $0.97 eCPM HHI below 50K $0.51 eCPM Home Page Visit $2.15 eCPM “Look-alike” cookie $3.46 eCPM High Value Targus Segment $4.61 eCPM Brand Loyalist

28. SEARCH ENGINE MARKETING

29. 28 $23 Billion spent in Search in 2012 400 Million – The amount of searches Google gets everysday

30. Where do People Click? 30% of Clicks 70% of Clicks * Enquiro - 2010 29

31. Search is No Longer 10 Blue Links 30 Paid Search Shopping Organic Search Video

32. Paid vs. Organic Search Differences Immediate Impact Control of Message Can Target More Keywords Easy to Test & Learn Higher out-of-pocket cost Performance-based Pricing Long Term Results Requires Implementation Less on/off flexibility Focus on content & site architecture Extremely cost-efficient Project-based Pricing SEM / Paid Search / PPC Vs. SEO / Organic Search

33. PAID SEARCH

34. Search Campaign Structure 33 Keyword grouping strategy Identify growth opportunity Group sections & content to establish organic themes Leverage technology to maximize efficiency Test different bid positions Adjust strategy by day-part, geography, etc Landing page creation and alignment Multivariate testing Ensure the right page is ranking based on a user query Align copy to keywords Ongoing testing and qualifying of offers to filter out bad clicks Edit or create new content to focus on conversions Selecting target KW’s based on goals

35. Keyword Selection Cast a wide net and optimize back Don’t use marketing language People don’t search the way you want them to Diabetes Recipes vs. Diabetic Recipes 34 digital cameras best digital camera buy [brand name] [brand name] SLR cameras broad specific

36. Campaign Development Grouping KW’s into “like” categories allows for several advantages: Effectively manage budget Isolate performance and set goals differently Identify areas of opportunity Target differently 35 $100 Daily Budget Comcast Comcast Cable Cable and Internet Buy Cable Comcast Comcast Cable Cable and Internet Buy Cable $100 Daily Budget Brand Terms Cable Terms Bundle Terms Non-Brand Terms

37. Copy Optimization Align with perceived keyword search intent and should contain a call to action 36 Internet Keywords Bundle Keywords Broad Keywords

38. Landing Pages Delivering an experience based on your search query 37

39. Bid Optimization Tools allow you to automatically manage KW’s based on KPI’s 38

40. Google Ad Formats 39

41. ORGANIC SEARCH

42. Search Campaign Structure 41 Smaller group of KW’s based on site content Sharable content Assets such as videos, shopping & news feeds, and social media pages Are high quality sites linking to your website? Is Website coding Search Engine friendly?

43. Technical Architecture 42 What users seeWhat search engine spiders see

44. Keywords and Content Fresh, unique, up-to-date content Page content length of 800 to 1,000 words Use important keywords throughout entire page and focus on one theme Within the content use links to related pages, if applicable; this will allow search engines to determine the relevancy of the target page 43

45. Keywords and Content – Meta Data Page Title – Each Page is unique Description Tag – Describes your site 44 Diabetes Complications Diabetes Treatment Diabetes Symptoms

46. Neutrogena.com Site b Site C Site A High-Ranking Sites “acne medication” Link popularity: The number of sites that link to a particular site. Many search engines use link popularity as a factor in determining the search engine ranking of a website. Link building: The process of creating inbound links to one’s website. This can be done with links from relevant sites, blogs, forums, newsletters, press releases, and directories. Link Popularity

47. SO-LO-MO

48. 47 1 in 5 searches are done on a mobile device 40% - Projected search traffic Google with get on a mobile and Desktop

49. Mobile Shipments 48 Source: Mary Meeker “Top Mobile Internet Trends”, 2/10/11 Tablets Smartphones Notebook PC Desktop PC

50. Mobile Users to Exceed Desktop 49 Global Internet Users (MM)

51. Screens are Complimentary 50 Day Evening Morning Night Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume)

52. Even If You Don’t Build It…They Will Come 51

53. Apps vs. Mobile Web Mobile Apps Reach Customers Offline Use all device capabilities Media Rich Experience Mobile Web Simple to find Increased market share Easier to maintain 52

54. Building a proper mobile site 79% of large advertisers do not have mobile optimized websites Keep The Layout Simple Design For Thumbs, Not Mice Use Uniquely Mobile Features Make It Easy To Convert

55. Mobile Search Click-to-Call Google click-to-call advertisers saw an average 5-30% increase in CTRs 54

56. Mobile Display 55 Display ads Video Display Ads Drive to Mobile Site

57. Create Loyalty with Apps 56

58. Drive App Download 57

59. Local Mobile Targeting 58

60. LOCAL

61. 60 74% of searches have a local intent

62. Local Integration Everywhere Consumers are using search to find local businesses 60% of consumers begin their search for local businesses online 33% of all search queries yield local results 82% of people using local search sites follow-up with an offline action Local business results are everywhere Organic Search Results Paid Search Results Internet Directories Smart Phones & Mobile Devices Online 411 Directory Services Navigation Systems 61

63. Paid Search Integration 62

64. Google Places 63

65. Organic Search 64

66. Map Integration 65

67. Beyond Local Search 66

68. SOCIAL

69. 68 1/7 of the worlds population is on facebook 25 Minutes – Amount of time Americans spend on social media everyday

70. 69

71. Social Influence on Search 70 = Search Engine Rankings

72. Social is About More Than Sharing 71 Transparency Customer Service Sales Focus Groups

73. PERSONALIZATION

74. What Do You Know and What Will You Show 73 Searched Google Connection Speed Watched a Video Visit Number Shared with Friends Gender Targus Lifestyle Segment

75. 74 ?

76. 75 Analytical Use Cases Persona Identification Attribution Analysis Audience Analytics Full Funnel Analysis Cross-Channel Analysis Segment Enrichment Improved Media Buys Operational Use Cases Recognize, Target & Optimize Dynamic Landing Pages Site/Banner Optimization Targeted Media Buying Search Intent Retargeting Social Media Targeting Cross-Channel Data Management Platform Data Management, Tag Management, Segmentation, and Application Services Real-time Data Analytical Data Analytical Data

77. 76

78. TESTING & MEASUREMENT

79. Cast of Characters 78

80. What are you measuring? Sales Traffic Visitors Page Views Conversions AOV CPA Bounce Rate Referral Source Exit traffic 79 KW Ranking CPC Email sign up Return visits Abandonment rate Product mix Days / Visits to purchase Engagement

81. A/B Testing 80

82. Multivariable Testing 81

83. 82 Digital Evolution = Goal Evolution

84. Measuring Beyond the Click 83

85. Making the Boss Care 84 Don’t talk about… Bounce Rate Site Copy CTR / CPC / Imps / Rankings Traffic Cool

86. Making the Boss Care 85 Illustrate… Missed revenue opportunities Delivering the Experience Conversion / Sales / LTV Engaging your Audience Actionable Insights Sales

87. 86 Don’t let your inability to measure everything stop you from optimizing the experiences

88. 87 You’ve read lots of books, I’ve lived lots of life

89. THANKS!