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An Unbiased Approach: "How to Measure the Effectiveness of Online Marketing Campaigns in Driving Offline Success"

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Marketing

Published on March 3, 2014

Author: imediaconnection

Source: slideshare.net

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MEASURING THE EFFECTIVENESS OF ONLINE MARKETING IN DRIVING OFFLINE SUCCESS

ABOUT THE PANEL In Q3 2013, 94.6% of total U.S. sales occurred offline… Source: U.S. Census Bureau News, Feb. 2014 2

ABOUT THE PANEL Total U.S. ad spend in 2013 was $171.33 billion Digital advertising accounted for .* $42.58 billion of that – up 13.3% from 2011.** $9.6 billion $14.97 billion Mobile ad spend reached reach Sources: *New York Post, Dec. 2013; **eMarketer, Dec. 2013 in 2013 and is expected to his year.** 3

MEET THE SPEAKERS Lindsay Dye Erika Lamoreaux Jackie Stasi Samantha Skey DIGITAL MEDIA MANAGER, NBC UNIVERSAL PICTURES SENIOR GROUP MANAGER OF DIGITAL MEDIA, THE CLOROX COMPANY Founder, Nuance Digital Marketing CHIEF REVENUE OFFICER, SHEKNOWS (MODERATOR) @samskey7 @ealamoreaux @NBCUniversal @NuanceDigiMktg 4

THEMES 1 consumer segmentation 3 context essential 2 Customer value proposition 4 success metrics 5

CONSUMER SEGMENTATION 75% More than of U.S consumers saw the benefit of trading personal information for more relevant discounts and offers. 60% were willing to do so in return for personalized offers. Source: Forbes Insights, Sept. 2013 6

CUSTOMER VALUE PROPOSITION 62% of U.S. women place the most trust in recommendations from people they know in their social circles. 22% shop online once per week and 25% watch videos a few times a week. 22 brands online On average, Millennial women follow Source: Women’s Media User Research by SheKnows & Harris Interactive, August 2013 7

CUSTOMER VALUE PROPOSITION 8

CONTEXT ESSENTIAL 20% In a mixed TV/Web campaign, Web drives of additional sales with an investment of 13% of the campaign budget. Source: Capgemini Consulting, July 2013 9

SUCCESS METRICS Nearly 8 out of 10 Millennial internet users who made a purchase after seeing an item on Facebook shopped both online and in-store. Source: University of Massachusetts Dartmouth Center for Marketing Research, January 2014 10

THANK YOU! any questions? iMEDIA 2014

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